Hi there, 
 
While its big tech peers have been vocal about their genAI ambitions, Apple has kept its AI strategy largely under wraps. 
 
Its biggest splash came in June 2024 — when it debuted its generative AI suite, Apple Intelligence. 
 
Apple Intelligence will be designed for everyday use, like writing and generating to-do lists.
 
The goal is for the AI to be integrated behind the scenes and across applications: invisible and intuitive. 
 
For Apple, all roads lead back to user experience. 
 
So where is it headed?
Its recent acquisitions, partnerships, and earnings calls taken together provide a window into its AI strategy.