Formula One F1 – United States Grand Prix – Circuit of the Americas, Austin, Texas, U.S. – October 23, 2022 Tim Cook waves the chequered flag to the race winner Red Bull’s Max Verstappen
Mike Segar | Reuters
Last month, Apple unveiled two significant launches that starkly contrasted each other. On one hand, there were the underwhelming AI advancements revealed at its annual developers’ conference.
On the other hand, Apple celebrated its first true blockbuster film, “F1,” raking in over $155 million in its opening weekend, accompanied by glowing reviews.
This triumph with “F1” encapsulates more than mere financial success; it represents Apple’s ambitious vision and its capacity for substantial long-term investments. When Apple TV+ was initiated in 2019, skeptics dismissed it as a costly venture. Yet, through persistence and strategic expansion, Apple cultivated Hollywood relationships that have bolstered its entertainment credentials. “F1” is a testament to what can be achieved when visionary goals drive consistent effort.
Moreover, Apple’s vast marketing power became apparent, as the company leveraged its platform to engage customers directly, offering promotional incentives via its Wallet app to draw viewership. Tim Cook’s appearances alongside Hollywood marquee names emphasize the company’s position in a landscape dominated by corporate elitism.
(L-R) Brad Pitt, Lewis Hamilton, Tim Cook, and Damson Idris attend the World Premiere of “F1: The Movie” in Times Square on June 16, 2025 in New York City.
Jamie Mccarthy | Getty Images Entertainment | Getty Images
While Apple’s focus on its film sector speaks to its innovative spirit, it must also be recognized that profitability lies at the heart of its venture. Films may capture headlines, yet other segments contribute more significantly to the bottom line.
The company’s services ecosystem encompasses various offerings—ranging from iCloud subscriptions to Apple Music, all of which help streamline consumer experience. However, films like “F1” uniquely attract star power, a magnet for both audiences and further project funding. In effect, “F1” becomes a catalyst, illustrating the adage that success breeds further success.
Yet, as Apple’s blockbuster enjoys acclaim, its AI strategy has become a source of concern. At WWDC, investors sought clarity on the Apple Intelligence initiative, eager for a sophisticated Siri that could rival emerging competitors. Instead, they were met with vague delays and underwhelming features.
Replacing Siri’s engine
The unfulfilled promise of an improved Siri encapsulates a troubling reality for Apple. As rivals expedite advances in AI, Apple’s reluctance to embrace competitive strategies has left it vulnerable. The tech landscape favors agility and innovation, yet Apple’s approach appears mired in bureaucracy.
For years, Siri has lagged behind, failing to evolve into the fluid, interactive assistant that consumers increasingly demand. In a world where conversation with AI assistants is commonplace, Apple’s reluctance to prioritize data utilization and resource investment seems naïve. The result is a stagnant voice assistant in an era ripe for technological disruption.
While analysts may suggest a buffer period for Apple due to its loyal customer base, the risk of being left behind grows with each passing day. The company must not only keep up but seek to lead, particularly as competition intensifies. There is an expectation among users that Apple should offer cutting-edge technology that matches the advancements of its competitors.
Recent reports indicate a potential pivot toward integrating external AI technologies. This would represent a significant departure from Apple’s core principles of technological ownership and self-reliance. Such a move would signify desperation rather than the confidence consumers expect from a company of Apple’s stature.
As some analysts have pointed out, Apple’s limited success in AI could soon impact its overall market performance. While the company celebrates its cinematic achievements, it must confront the mounting challenge posed by rivals racing ahead in artificial intelligence.
As Silicon Valley invests heavily in talent acquisition and innovation, Apple appears to be lagging behind. While the company engages in star-studded publicity, the true competitive race may be slipping through its fingers.
