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Why Apple’s slow-and-steady AI bet is starting to look pretty smart

TechCrunch AI · Jun 9, 2026, 1:56 AM · Also reported by 2 other sources

Key takeaways

  • For years, Apple has been accused of being one of the biggest stragglers in the AI arms race.
  • Now, the company has unveiled what it is billing as its biggest AI launch to date: Siri AI, which embeds new automated capabilities (fueled by a partnership with Google Gemini) into the very spine of its software.
  • Is it enough to get people to stop saying that Apple is losing the AI race?

Why this matters: a development in AI with implications for how people work, create, and decide.

For years, Apple has been accused of being one of the biggest stragglers in the AI arms race. Doubters have argued that Apple s lack of a clear AI strategy have cost it its edge, and Wall Street analysts have worried that the gap could start hurting i Phone sales.

Now, the company has unveiled what it is billing as its biggest AI launch to date: Siri AI, which embeds new automated capabilities (fueled by a partnership with Google Gemini) into the very spine of its software.

Is it enough to get people to stop saying that Apple is losing the AI race?

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