The elephant in the room is AI.
While Apple was early to the game with its voice assistant Siri in 2011, it’s yet to make a major move in the generative AI era.
And OpenAI’s voice capabilities unveiled last week were what Siri should have / could have become but hasn't yet (although ideally less flirty than what OpenAI showed).
Apple added another two early-stage AI & computer vision companies to its string of AI acquisitions in recent months.
Reports suggest it may partner with OpenAI to incorporate ChatGPT into the iPhone, which is letting the fox into the henhouse in my estimation.
The reality is that Apple is behind big tech peers like Microsoft and Google in terms of a clear AI strategy.
Despite repeated questions on earnings calls about its genAI plans, CEO Tim Cook has been cagey thus far, as seen on CBI: