The narrative around Apple’s AI struggles has gained traction in recent weeks, fueled by the company’s decision to push back the launch of a “more personalized” Siri. Originally teased at WWDC 2024, this next-generation assistant was meant to showcase Apple’s strides in Apple Intelligence, its suite of AI-driven features. However, technical hurdles have delayed its arrival, with some now expecting it to land in 2026 rather than late 2025. For a company that prides itself on polish and precision, this setback has sparked chatter about whether Apple is falling behind in the AI race—a space where rivals like Google and OpenAI have been flexing their muscles.
But is AI really the make-or-break factor for Apple? Not quite, argues 9to5Mac’s Ryan Christoffel. While Siri’s delay is a hiccup, Apple’s broader ecosystem offers a buffer that competitors can’t easily replicate.
Ace #1: Hardware That Sets the Standard
Apple’s first ace is its hardware prowess. From iPhones to Macs, the company designs devices that consistently rank among the best in their categories. This isn’t just about sleek aesthetics—Apple’s custom silicon, like the A18 chip in the iPhone 16 or the M4 in the latest Macs, delivers top-tier performance and efficiency. These chips are tailored to work seamlessly with Apple’s software, creating an experience that’s tough to match.
Take the iPhone, Apple’s bread and butter. Even without a fully realized AI assistant, it remains a juggernaut in sales, thanks to its reliable cameras, long battery life, and intuitive design. Christoffel points out that for most buyers, AI isn’t yet a dealbreaker when choosing a smartphone, tablet, or laptop. Instead, they prioritize tangible benefits—speed, durability, and a cohesive user experience. Apple’s hardware delivers that in spades, keeping customers hooked while the AI pieces fall into place.
Ace #2: Software That Ties It All Together
The second ace is Apple’s software ecosystem, a finely tuned machine that binds its devices into a single, effortless experience. Whether it’s iOS, macOS, or watchOS, Apple’s operating systems are built to integrate tightly with its hardware, offering features like Continuity and Handoff that keep users within the Apple orbit. This synergy isn’t just convenient—it’s a competitive moat.
While competitors might boast flashier AI demos, Apple’s software shines in practical, everyday use. Features like the Dynamic Island or the Action Button, trickled down from Pro models to standard iPhones, keep the lineup feeling fresh without relying on AI hype. And with iOS 18.4 set to roll out soon, bringing refinements to notifications and app interactions, Apple continues to polish its software game—AI or no AI.
Why AI Isn’t Everything (Yet)
The buzz around AI is undeniable, and Apple knows it’s a growing piece of the tech puzzle. Apple Intelligence, with tools like Writing Tools and notification summaries, is already trickling out in iOS 18.1 betas. But as Christoffel notes, AI hasn’t reached the point where it’s a top priority for the average consumer. When someone’s shopping for a new phone, they’re more likely to care about screen quality or camera performance than whether Siri can hold a conversation.
Apple’s betting that its hardware-software combo can carry the day until its AI catches up. And history suggests it’s a safe bet—after all, the company has a knack for joining trends late and still coming out on top. Think of the iPhone’s delayed adoption of OLED screens or 5G; Apple waited, refined, and then dominated.
What’s Next
Looking ahead, Apple has plenty in the pipeline to keep fans engaged. The iPhone 17 series, expected in September 2025, could introduce a slimmer design or an overhauled iPhone SE with modern touches like Face ID. Meanwhile, whispers of a “HomePad” smart display hint at Apple’s plans to expand its home ecosystem. These moves show that Apple isn’t banking solely on AI to drive excitement—it’s leaning on its tried-and-true strengths.
The Siri delay might sting, but it’s not a fatal blow. If Apple can deliver a powerful, personalized assistant by next year, as Christoffel hopes, the AI struggles could fade into the rearview mirror. Until then, its hardware and software aces are more than enough to keep the company flying high.
