Apple used to be at the edge of AI. They shipped Siri before "AI assistant" went mainstream, they were one of the first to ship an actual NPU in consumer hardware and put neural networks into features people use. They were spearheading computational photography. They didn't publish research, they're fucking Apple, but they did do the work.

And then they just... gave up?

I don't know what happened to them. When AI breakthrough happened, I expected them to put up a fight. They never did.

> I don't know what happened to them.

Tim Cook happened. The fish rots from the head down.

>I don't know what happened to them. When AI breakthrough happened, I expected them to put up a fight. They never did.

Apple always had the luxury of time. They work heavily on integrating deeply into their ecosystems without worrying about the pace of the latest development. eg. Widgets were a 2023 feature for iOS. They do it late, but do it well.

The development in the LLM space was and is too fast for Apple to compete in. They usually pave their own path and stay in their lane as a leader. The impact on Apple's brand image will be tarnished if Google, Meta, OpenAI, MS all leapfrog Apple's models every 2-3 months. That's just not what the Apple brand is associated with.