 | Tuesday, December 16, 2025 | | What looked like falling behind now looks smart |  | Photo by Cheng Xin/Getty Images | Apple's AI efforts have been a mess. The company that once defined consumer technology spent 2025
playing catch-up, delaying promised Siri features and relying on Google's Gemini to fill gaps in its own Apple Intelligence platform. Wall Street punished the stock through the first half of the year as investors worried the iPhone maker had missed the defining technology shift of the decade.
Then the executive departures started. In one week this month, AI chief John Giannandrea retired after delays made his position untenable, the head of interface design left for Meta, and the company announced retirements for
its general counsel and environmental chief. Dozens of engineers have bolted for competitors.
And yet Apple's stock has surged about 40% since June, giving the company a $4.1 trillion market cap second only to Nvidia. Meta and Microsoft have watched their stocks slide despite pouring billions into AI infrastructure. Apple is
now the second most expensive stock by forward P/E ratio in the Magnificent Seven, trailing only Tesla. |  | Sponsored |  | Find out why 100K+ engineers read The Code twice a week | Staying behind on tech trends can be a career killer.
But let’s face it, no one has hours to spare every week trying to stay updated.
That’s why over 100,000 engineers at companies like Google, Meta, and Apple read The Code twice a week.
Here’s why it
works:
- No fluff, just signal – Learn the most important tech news delivered in just two short emails.
- Supercharge your skills – Get access to top research papers and resources that give you an edge in the industry.
- See the future first – Discover what’s next before it hits the mainstream, so you can lead, not follow.
| | |
| Apple is playing a different game
What looked like falling behind now looks smart: Apple skipped the AI
arms race and the massive spending that comes with it. Instead, at WWDC earlier this year, the company announced the Foundation Models framework, which lets
developers access Apple’s on-device AI with just three lines of code.
This could supercharge AI adoption by solving three problems. API costs make AI features prohibitively expensive for smaller developers. Requiring an internet connection limits where and when AI features work. And companies worry about liability and data security when sending user information to the cloud. Apple's on-device
approach eliminates all three barriers, potentially unlocking widespread AI adoption that hasn't materialized despite billions in investment.
Apple's 3 billion parameter model can't compete with frontier systems like GPT-4, which is rumored to be over a trillion parameters. But that misses the point. With more than a billion iPhone users and millions of developers in its App Store ecosystem,
Apple is betting that widespread access to decent AI beats having the most powerful model that few can afford to use. Even if Apple's current AI models are inferior to OpenAI's or Google's, enabling millions of developers to experiment with free, on-device AI could generate the breakthrough applications that Apple hasn't been able to create internally.
Apple is betting it can win AI the same
way it won mobile. The company doesn't need the most powerful AI models if it has the best AI apps. Millions of developers experimenting with on-device AI could make the iPhone the best place to experience AI. And it's significantly cheaper than building AI models that might be obsolete by next quarter.
The chaos might be overstated
Some departures were overdue. Giannandrea's exit acknowledges what many knew about Apple Intelligence's struggles. Others could be upgrades, like the new head of interface design who has a background in the field replacing someone who came from fashion and advertising. And others seem to be just bad timing
for the news cycle not signs of fleeing a sinking ship, like the general counsel and environmental chief retiring after long tenures.
The talent losses are real, particularly in AI research, where Meta and OpenAI are aggressively recruiting. But Apple confirmed this week that Johny Srouji, whose teams developed the M-series processors and in-house cellular modems, is staying, despite rumors he was considering leaving.
Apple still faces real challenges. The company hasn't launched a successful new product category in a decade. Its AI products have disappointed. Leadership transitions create uncertainty when it needs to prove it can compete in the AI era.
But Cook remains in control, the executive team is being refreshed with internal talent, and the company isn't overpromising on AI features it can't deliver. Whether Apple's measured approach proves correct depends on execution. But for a company supposedly in crisis, the market is betting on stability. —Jackie Snow, Contributing Editor
| | Recommended Reading | Tired of boring business news?
The Hustle is your answer. We deliver snappy,
unconventional business news for people who hate business news, plus free guides on making money with AI, starting side hustles, and more. Join 1.5M entrepreneurs and aspiring founders who read us every day.
|
| | | .png) |
|
|
