Apple is reportedly revising its artificial intelligence (AI) strategy, shifting away from direct competition with leading AI platforms and adopting a platform-focused approach. According to Mark Gurman of Bloomberg, the company is expected to present this direction at its developer conference on June 8.
The report states that Apple’s internal AI capabilities currently trail competitors such as ChatGPT, Google Gemini, and offerings from Anthropic. With rapid advancements across the industry, Apple is not expected to position itself as a leader in advanced AI models in the near term. Instead, its strategy is said to align with its existing strengths in hardware and ecosystem integration.
Platform approach and Siri Extensions
Apple’s revised approach focuses on maintaining competitiveness through system-level AI features while expanding support for third-party services:
- AI features integrated into operating systems to retain users
- Third-party AI tools enabled within Apple’s ecosystem
A key element of this strategy is the reported Siri Extensions feature in iOS 27, which is expected to allow users to install and use third-party AI chatbots directly within Siri.
In parallel, Apple is said to be preparing a dedicated App Store section for AI applications. This would function as a marketplace for AI services, where developers can distribute tools and Apple earns revenue through commissions.
Role of in-house AI and external integrations
Apple is expected to continue offering its own AI features to ensure a functional default experience across devices. However, the report indicates that directly monetising AI services—such as charging for Siri—is unlikely to be a primary strategy.
Instead, Apple may expand integrations with external platforms, including Google Gemini, to enhance capabilities while relying less on internally developed models.
At the same time, in-house AI development remains relevant for:
- Supporting on-device processing using Apple-designed chips
- Enabling future product categories, including wearables and smart home devices
Ecosystem-led AI direction
The report suggests that Apple is positioning itself as a platform provider rather than a direct competitor to companies such as OpenAI and Google in advanced AI systems.
This approach is comparable to the App Store model:
- Apple provides default applications and baseline functionality
- Developers offer alternative or advanced solutions
- Revenue is generated through platform commissions
While AI is evolving into a core layer of computing, Apple’s strategy indicates a focus on ecosystem control and hardware-driven growth rather than leadership in AI model development.