The Future of AI at Apple – And Its Potential Next Acquisition
Apple stands at a pivotal crossroads in artificial intelligence, with an opportunity to redefine its AI strategy through a single, high-stakes acquisition. If a particular startup founder can productize AI, finally fix Siri, and unlock new revenue streams, she could even be a future contender for Apple’s CEO.
Apple’s Undefined AI Strategy
Apple’s approach to AI remains ambiguous. The company follows a hybrid strategy, acting as a platform for AI products while also developing its own AI-powered consumer features under Apple Intelligence.
- While Apple allows AI providers to operate on its devices, it does not currently sell AI as a service for enterprises, education, or direct consumers.
- Apple thrives when it leverages its strengths, and its role in computing suggests it could offer privacy-centric AI solutions tailored to businesses and education.
OpenAI’s Talent Exodus and Apple’s Opportunity
OpenAI is not for sale, but its internal challenges have led to an exodus of talent, making its expertise available through new startups.
- One key figure is Mira Murati, a former OpenAI CTO, now leading Thinking Machines Lab, which has gathered AI experts from OpenAI, Meta, and Google DeepMind.
- Thinking Machines Lab aims to build multimodal AI models that are both accessible and practical, bridging the gap between AI research and real-world applications.
Thinking Machines Lab’s Vision
Thinking Machines Lab has identified several gaps in AI advancements:
- The understanding of AI systems lags behind their rapid evolution, concentrating expertise in top labs.
- AI remains difficult to customize, limiting its adoption across industries.
- The startup prioritizes human-AI collaboration over full automation, developing systems that are flexible, adaptable, and personalized.
Apple’s Potential Acquisition
Thinking Machines Lab is currently raising $1 billion at a $9 billion valuation, but its acquisition cost for Apple could exceed $20 billion.
What Would Apple Gain?
- Access to elite AI research and a team of top-tier AI experts, going beyond traditional machine learning.
- Blocking competitors like Google, Meta, and Samsung from securing Murati’s team.
- The potential for Murati to lead Apple’s AI transformation, shaping it into an AI-first company.
AI as a Threat to Apple’s Future
AI could challenge Apple’s dominance. While Apple provides an OS today, AI could evolve into a new kind of operating system, making traditional interfaces obsolete.
- Apple’s current AI ecosystem, including Siri and ChatGPT integration, lags behind dedicated AI platforms.
- A future where AI-native ecosystems emerge could make the iPhone feel outdated in comparison.
Apple Needs Modern AI Leadership
Apple lacks AI leaders with Murati’s hands-on experience in generative AI and large language models.
- Apple has talented figures like Mike Rockwell, who has delivered complex projects like Apple Vision Pro, but Siri has never truly worked as advertised.
- Rockwell’s role focuses on improving Siri’s reliability, but AI innovation itself requires a different leader—someone like Murati.
Apple’s AI Strategy Lags Behind Competitors
Unlike Microsoft, Google, and Amazon, Apple hasn’t made AI a priority at the same level.
- Instead of a bold AI-first approach, Apple has limited integration with ChatGPT and an open invitation for Google’s Gemini.
- However, Google hasn’t integrated Gemini, and even the ChatGPT partnership benefits Apple more than OpenAI.
Apple’s History with Startups
Apple has built major products by acquiring startups, including Siri, Apple Music, Touch ID, Face ID, and Apple silicon.
- The company has AI startups under its belt, but none that transform its AI capabilities.
- Thinking Machines Lab isn’t a giant yet, but its people are invaluable.
The Best Move for Apple
Apple should acquire Thinking Machines Lab, allowing Rockwell to improve Siri’s foundation while Murati focuses on AI innovation.
- Instead of relying on external AI firms, Apple must position itself as the leader that others depend on.
- A competition between Murati’s AI vision and Apple’s existing approach could determine the company’s long-term AI dominance.
If Murati is needed to make Siri work, why not rename Siri to Mira?
