Like other US tech giants, Apple has recently invested billions in generative artificial intelligence services. Now the computer company appears to be changing its strategy and is planning to focus on hardware.
Apple avoids billion-dollar AI data center projects
Apple recently seemed to acknowledge that it has little to gain in the AI boom race, where other vendors are competing with enormous resources. As a result, the company is no longer trying to keep up with Google, Meta, Microsoft, or even OpenAI.
Instead of investing billions in server capacity and data centers dedicated to generative artificial intelligence, Apple, according to company expert Mark Gurman in a Bloomberg newsletter, Power-On, is now focusing on what it has done best for decades: maximizing profits from hardware sales while generating additional revenue from services it runs.
Apple already makes a lot of money from App Store fees
Apple understands that it’s unlikely anyone will pay for a Siri subscription. Instead, Siri and Apple Intelligence will be open to third-party AI services, while Apple will retain control of its ecosystem. According to Gurman, iOS 27 will introduce an Extensions feature that will allow users to use their preferred AI chatbots inside Siri.
Apple is planning a dedicated section in its App Store that would allow the company to continue to earn 30 percent of revenue from AI app sales through its platform, according to sources close to the company. At the same time, Siri is being improved with the help of Google Gemini.
This tactic is Apple using its established position and large global user base to secure high margins in the future, while also profiting from the popularity of services such as Gemini and ChatGPT, the sources said. Tim Cook’s successor appears to have been chosen, which should ease the transition into the new era.
According to Gurman, the company’s new strategy will be first officially presented at the Worldwide Developers Conference (WWDC) on June 8, 2026.
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