Apple's stunning AI failure and why insiders say it can win
By Celine Provini
Published on April 6, 2026.
Apple, the company that once revolutionized the concept of smart assistant technology, has fallen behind in artificial intelligence. According to a deep dive by CNBC, the iPhone maker "blew a 5‑year lead" on AI and is now scrambling to catch up. However, former Apple insiders argue that the company's struggle over AI is not over and argues that it has a path to win in AI if it can incorporate intelligence into photos, messages, and apps. The company is expected to spend about 1 billion dollars a year on generative AI products, a push described as as urgent but not irreversible. Despite this, Apple's current AI moment becomes personal for the user, with users caring about whether Siri makes them feel smart again.
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