Apple has lagged significantly in the "AI" product race since OpenAI's ChatGPT took the world by storm a few years ago. Their rushed and poorly executed launch of "Apple Intelligence," awkwardly shoehorned into their existing product ecosystem, has been botched at best.
A telling sign of this misstep? Apple Intelligence is conspicuously absent from the website banner promoting their flagship offerings. In stark contrast, the Vision Pro platform is front and center, reflecting Apple’s heavy bet on augmented reality.
This framing problem isn’t just a marketing misfire—it highlights a deeper strategic issue. Apple continues to present Apple Intelligence as a feature rather than a standalone product. Until they reposition it as its own ecosystem, it’s likely doomed to fail.
Historically, it’s been difficult to get the public to fully embrace digital products unless they’re tied to physical objects. For years, video games, and even movies, have relied on physical copies in stores despite the growing dominance of digital downloads. Apple’s strength as the world’s largest hardware company makes it uniquely vulnerable here—its audience isn’t used to valuing intangible services on their own.
To succeed, Apple must lead a shift in public perception, helping the "average Joe" see value in Apple Intelligence as a core product. Until then, Apple’s AI efforts are likely to remain in the shadow of competitors like OpenAI, who understand that AI is most powerful when it’s a product, not an accessory.
