Apple, once the undisputed leader in tech innovation, is facing an unsettling question in 2025: Has it fallen behind in the AI race?
This question is no longer hypothetical. It’s being asked by some of the most respected voices in the tech world, including renowned YouTuber and tech reviewer Marques Brownlee (aka MKBHD), whose deep-dive review titled “Apple’s AI Crisis: Explained!” lays bare what he calls a “disconnect between promise and reality.”
In his assessment, Brownlee highlights what many in the industry are quietly whispering: Apple’s response to the AI boom has been underwhelming, scattered, and worryingly delayed.
The Missed Moment
Apple unveiled its long-anticipated “Apple Intelligence” suite at WWDC 2024, marketing it as the company’s major leap into the generative AI era. On paper, it promised a reimagined Siri, new generative tools like Genmoji, smarter notification summaries, writing assistants, and real-time environmental awareness through the iPhone’s camera.
But nearly a year later, much of it is still “coming soon.”
“The iPhone 16 was built for Apple Intelligence, yet when it launched, none of those features were ready,” Brownlee observed in his video. “We’re now months into iOS 18 updates, and the core innovations still aren’t live. There’s no new Siri. And Apple won’t even demo it.”
Brownlee’s point is more than technical—it’s existential. In a market where Google, Microsoft, OpenAI, and Samsung are aggressively rolling out real, tangible AI features, Apple’s AI campaign appears to be mostly billboards, not breakthroughs.
Investor Pressure vs. User Experience
According to Brownlee, part of the problem lies in Apple’s legacy mindset. The company has historically excelled as a “second mover,” swooping in after others to perfect hardware-based innovations—whether smartphones, tablets, or wireless earbuds.
But AI is different. It’s software-first and speed-driven. Apple’s usual strategy of waiting for tech to mature doesn’t apply. And that’s showing.
“AI is being pushed at an insane pace,” Brownlee said. “Everyone’s doing tech demos. Apple isn’t. Not only is the new Siri not shipping—it’s never even been shown publicly.”
Meanwhile, Apple continues to tout Apple Intelligence in marketing materials as if it’s already redefining their devices. “That’s what makes this a crisis,” Brownlee noted. “Not that they’re delayed—delays happen. But that they’re selling something that doesn’t exist yet.”
Is Apple Too Late?
This hesitation could have long-term consequences. While Brownlee stops short of saying Apple will go the way of Nokia or BlackBerry, he draws ominous parallels to both once-dominant firms who failed to adapt to major tech shifts and never recovered.
“AI isn’t at the core of Apple’s business,” he explains. “Hardware and services are. So maybe they don’t feel the same urgency. But if AI really is the next platform—like mobile was 15 years ago—they might be missing the moment.”
Developers, too, might be reluctant to embrace the new Siri. As Brownlee points out, AI features like in-app voice commands could reduce app control and monetization, making them less appealing for third-party integration.
The Road Ahead
Brownlee doesn’t write Apple off. He notes the company still makes world-class hardware and will continue to iterate. But he calls the AI rollout “embarrassing” by Apple’s own high standards, pointing to internal reorganizations and deleted ads as signs that not all is well inside Cupertino.
“Apple Intelligence got more attention than AirPower or the Bixby speaker ever did,” Brownlee said, referencing two high-profile products that were ultimately scrapped. “They can’t afford for this to just disappear.”
Conclusion
Apple may still be one of the richest, most powerful companies in the world, but its struggle to launch a credible AI platform in the era of generative technology is striking—and potentially historic.
As AI continues to shape the future of consumer tech, the question remains: Can Apple catch up before the future moves on without them?
One thing is certain—everyone’s watching. And waiting.