In June, Apple flexed two very different muscles — and only one of them impressed investors.
On one hand, the tech giant walked the red carpet with F1, its first true box-office hit, raking in over $155 million during its opening weekend. The Brad Pitt–led racing drama was more than just entertainment: it was a statement about Apple’s ability to shape culture, expand its services business, and win where few expected it to.
But behind the glamour of F1, Apple’s artificial intelligence strategy was showing cracks.
Hollywood’s Newest Power Player
When Apple launched Apple TV+ back in 2019, many doubted it could compete in Hollywood. Its early library was sparse and overshadowed by Netflix and Disney+. But in the years since, Apple has methodically built a reputation, slowly adding critically acclaimed shows and movies, and investing in relationships with A-list talent.
With F1, Apple has finally proved it can command the big screen too — not just the small one. The company leaned on its marketing prowess, offering ticket discounts via its Wallet app and even staging appearances by CEO Tim Cook alongside Brad Pitt and Lewis Hamilton.
The success highlights how Apple’s long-term investments in entertainment are paying off, validating its slow-and-steady approach to building a viable media business.
A Flat Tire in the AI Race
Yet while Apple was celebrating in Hollywood, the mood was more somber in Cupertino.
At its annual developer conference (WWDC), Apple previewed updates under its “Apple Intelligence” umbrella — tweaks and enhancements that left many underwhelmed. Notably absent was a meaningful upgrade to Siri, which has long lagged behind rivals like Google Assistant and ChatGPT in both sophistication and usefulness.
Apple’s plan to overhaul Siri was announced back in 2024 but has since been delayed to 2026. And according to reports, the company is even considering licensing AI models from competitors like OpenAI or Anthropic — a stark shift from Apple’s usual philosophy of building core technologies in-house.
Playing Catch-Up
This reluctance — or inability — to lead in AI could hurt Apple down the line. Competitors like Google, Microsoft, and Meta have already integrated powerful generative AI into their products and invested heavily in hiring top AI researchers.
Meanwhile, Apple has remained quiet on its own hires and appears hesitant to make the kind of bold bets others have. If Apple does end up licensing external AI models, it would mark a rare concession that its own efforts weren’t enough.
Lessons from F1
The contrasting fortunes of Apple’s summer projects offer a lesson: the company thrives when it commits to a long-term vision and executes with patience and confidence — as it did with its Hollywood ambitions.
In AI, however, Apple seems cautious and reactive, giving rivals more time to sprint ahead.
If Apple wants to dominate the next decade the way it has in the past, it will need to bring the same focus and resolve to AI that it brought to building its entertainment empire.
Until then, Apple remains a blockbuster star in the cinema — but only a supporting actor in the AI race.