A Box Office Win for Apple
Apple recently celebrated a huge win at the movie theaters. Its first big film, F1, made a big splash by earning more than $155 million in its opening weekend. The movie also received great reviews from critics and fans alike. This was a proud moment for Apple, especially since it had been working hard to grow its entertainment business for several years.
Back when Apple TV+ launched in 2019, the company had very few original shows and movies. Some people even thought it wouldn’t last. But Apple didn’t give up. It kept investing time and money into building relationships in Hollywood and producing better content. This effort finally paid off with F1, proving that Apple can succeed when it plans ahead and sticks to its goals.
Apple went all-in on promoting the movie. It used its Wallet app to give users discounts on tickets. Top stars appeared with Apple leaders to promote the film, and Apple’s marketing efforts helped make F1 a standout success. Even though movies are just a small part of Apple’s larger services business — which includes things like iCloud, Apple Music, and payment tools — they grab the most attention. A movie with big names gets people talking and helps Apple feel more connected to popular culture.
While F1 may not make a huge impact on Apple’s massive daily sales, it shows what the company can do when it commits to a big project and follows through. Apple’s entertainment division now looks stronger than ever.
A Disappointing AI Reveal
At the same time that F1 was making headlines, Apple also shared updates about its progress in artificial intelligence, or AI, at a major event for software developers. But the news didn’t get much praise. Many expected Apple to show off smarter features, especially improvements to Siri, the voice assistant that comes with iPhones and other Apple devices.
Instead of announcing a major upgrade, Apple mainly talked about small AI features. The company mentioned that the better version of Siri that it had previously promised would not arrive until 2026. This let down both users and investors. People are getting used to advanced AI tools that can talk, think, and help with tasks. When Siri first launched in 2011, it was seen as a breakthrough. But now, Siri hasn’t changed much and feels outdated compared to newer voice tools.
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Other tech companies have moved ahead quickly. They’re using powerful AI to build smart assistants that can hold full conversations, answer complex questions, and complete tasks like booking tables or writing emails. Apple, however, has been slow to make similar progress. This has led to concerns that it’s falling behind in a race where speed matters.
Apple has always been proud of making its own products from scratch, like its screens, processors, and apps. But now there are reports that the company might need to use AI tools from others, like OpenAI or Anthropic, because its own AI systems aren’t ready. If true, that would be a big shift in Apple’s usual way of doing things.
Falling Behind in the AI Talent Race
The problems with Apple’s AI are not just about the technology — they’re also about people. Other tech companies are spending billions of dollars to hire top AI experts. These experts are the minds behind the smart tools we use every day. They are being paid massive amounts to join new teams and lead AI projects.
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Companies like Meta, Google, Amazon, and Microsoft have all made headlines by bringing in star talent from top AI labs. Some of them even bought entire companies just to get the people who work there. These moves show how serious the competition has become in the AI world.
Apple, in contrast, hasn’t made any major AI hires in recent years. While it’s clear that the company wants to protect user privacy and keep things simple, that may also be holding it back. Without fresh talent or powerful AI systems, Apple risks getting left behind in a fast-changing industry.
While Apple continues to make headlines with its entertainment success, the pressure is growing in other areas. AI is one of the most talked-about technologies today, and many are watching closely to see how Apple responds. For now, though, its blockbuster win at the movies stands in sharp contrast to the slower progress happening in its AI lab.
