Artificial intelligence has become the biggest technology race in the world, and Apple is finally making it clear how it intends to compete.
Rather than trying to build the biggest AI chatbot or compete directly with companies such as OpenAI and Google on their own terms, Apple is taking a different approach: put AI everywhere, make it deeply integrated into its devices, and keep as much of the processing as possible private and under Apple’s control.
At WWDC26, Apple unveiled the next generation of Apple Intelligence along with a completely redesigned Siri AI. The announcements reveal that Apple’s AI strategy is becoming much broader than simply adding a chatbot to the iPhone or Mac.
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