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Apple’s AI Opportunity
Apple stands at a critical crossroads in the artificial intelligence race. Unlike its competitors—Google, Microsoft, and OpenAI—Apple has yet to establish itself as a dominant AI force. Instead, it remains a platform for AI products rather than a direct innovator in the space.
This strategy may work in the short term, but as AI becomes the foundation of future computing, Apple risks falling behind. One potential solution? A bold acquisition of Thinking Machines Lab, an AI startup led by former OpenAI CTO Mira Murati. This move could bring top-tier AI talent to Apple, accelerate its AI development, and even set Murati up as a future Apple CEO.
Apple’s Current AI Position
Apple’s AI efforts are largely fragmented. The company’s AI advancements, such as Apple Intelligence, enhance user experiences but don’t position Apple as an AI leader. Instead of offering AI services directly, Apple integrates AI products from third-party providers, including OpenAI’s ChatGPT. However, this approach raises concerns:
- Apple may become overly dependent on external AI providers.
- Competing AI ecosystems could overshadow Apple’s hardware-driven approach.
- Apple Intelligence and Siri remain inferior to other AI assistants.
Apple is great at what it does—hardware, software, and seamless ecosystems. But can it extend that expertise to AI without relying on external companies?
The Rise of Thinking Machines Lab
Mira Murati’s startup, Thinking Machines Lab, is gathering some of the brightest minds in AI, including top researchers from OpenAI, Meta, and Google DeepMind. The company focuses on multimodal AI models that are adaptable and user-friendly—exactly what Apple needs to stay competitive.
Some key points about Thinking Machines Lab:
- It aims to bridge AI accessibility gaps by making AI more customizable.
- Its team includes industry experts who played a major role in advancing generative AI.
- The startup is currently raising $1 billion at a $9 billion valuation.
While Thinking Machines Lab is still in its early stages, Apple has a history of acquiring startups that shape its future—Siri, Beats, Face ID, and even Apple Silicon all began as external companies before being integrated into Apple’s ecosystem.
Why Apple Should Acquire Thinking Machines Lab
If Apple wants to stay relevant in AI, it must act now. Acquiring Thinking Machines Lab could:
- Bring top AI talent in-house and eliminate dependence on external providers.
- Prevent competitors like Google, Meta, and Samsung from gaining access to Murati’s AI expertise.
- Allow Apple to lead in AI innovation, rather than just being a platform for AI tools.
The estimated cost? $20+ billion—a massive investment, but one that could secure Apple’s AI future.
Siri’s Struggles and the Need for a Reset
Apple’s Siri has long been criticized for its lack of reliability and functionality. Apple’s AI updates, including Apple Intelligence, promise improvements, but they don’t fundamentally fix Siri’s core weaknesses.
Enter Mike Rockwell, the Apple executive now responsible for Siri’s overhaul. While Rockwell has a strong track record (he played a key role in developing the Apple Vision Pro), expecting him to revolutionize AI itself is unrealistic. Apple needs someone who has been at the frontlines of AI development.
Mira Murati’s leadership at Thinking Machines Lab shows that she has the expertise to transform Apple’s AI landscape. If Apple wants to compete with OpenAI, Google’s Gemini, and Anthropic’s Claude, it needs someone with deep experience in generative AI and large language models.
Apple’s current approach—playing catch-up while integrating external AI models—puts it at risk of being left behind. If a competitor builds an AI-driven product ecosystem that surpasses the iPhone experience, Apple’s dominance could be threatened.
The Risk of Waiting
AI is evolving at an unprecedented pace. Apple has a limited window to establish itself as a serious AI player. While it may seem dominant today, the future of computing could shift toward AI-first platforms that make traditional operating systems obsolete.
Apple has two choices:
- Continue its current strategy, refining Siri and integrating third-party AI models.
- Take a bold leap by acquiring Thinking Machines Lab and investing in AI leadership.
The latter option secures Apple’s AI future and ensures it remains a major player in the next wave of computing.
What Undercode Says:
Apple’s AI Strategy: A Weak Position in a Competitive Market
Apple’s AI strategy has gaps that could hurt the company’s long-term dominance. While Apple is an expert in hardware and software integration, it has yet to prove itself in AI innovation.
Unlike Microsoft, which has deeply integrated OpenAI’s models into Windows and enterprise products, Apple still treats AI as an add-on rather than a core service. Apple Intelligence is a step forward, but it lacks the innovation needed to compete with OpenAI’s ChatGPT or Google’s Gemini.
The Mira Murati Factor
Mira Murati’s leadership at Thinking Machines Lab is a wildcard. She has proven herself as a pioneer in generative AI, and her startup is attracting top AI talent. If Apple fails to acquire Thinking Machines Lab, Google, Meta, or even Microsoft could swoop in—leaving Apple further behind in the AI race.
Murati could bring several key advantages to Apple:
- AI leadership: She understands the future of AI, not just its current applications.
- Technical expertise: Thinking Machines Lab is focused on multimodal AI, which aligns with Apple’s user-focused ecosystem.
- Competitive edge: Blocking other tech giants from hiring Murati’s team would prevent rivals from gaining an AI advantage.
Siri’s Future: A New Direction or More of the Same?
Siri has remained largely stagnant compared to its competitors. Even with new AI-powered updates, the assistant remains unreliable and outdated. If Apple wants Siri to compete with modern AI assistants, it needs a full reboot—something Rockwell may not be able to deliver alone.
Apple could take two approaches:
- Incremental improvements: Fix Siri’s core reliability issues and gradually enhance its AI capabilities.
- A complete overhaul: Replace Siri’s backend with cutting-edge AI models from Thinking Machines Lab.
If Apple chooses the first option, it may continue to fall behind competitors who are aggressively advancing AI technology.
The $20 Billion Question: Should Apple Make the Move?
The cost of acquiring Thinking Machines Lab is high—over $20 billion—but it would secure Apple’s place in the AI revolution. Apple has a history of making strategic acquisitions that shape its future, and this could be its most important one yet.
If Apple wants to stay competitive, it must stop playing defense and start leading in AI. The AI-driven future is coming fast, and Apple’s next big move could determine its fate in the industry.
Fact Checker Results
- Apple’s AI strategy is currently platform-focused, not AI-first.
- Thinking Machines Lab is still in early stages, but its team includes top AI experts.
- Mira Murati’s potential role at Apple would depend on Apple’s willingness to invest in AI leadership.
References:
Reported By: https://9to5mac.com/2025/03/25/she-should-be-the-future-of-ai-at-apple-and-her-company-apples-next-acquisition
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