At WWDC, Apple’s AI strategy comes into question
One year ago, Apple announced Apple Intelligence, its response to the wave of sophisticated chatbots and systems kicked off by the arrival of ChatGPT and the age of generative AI.
Analysts said Apple’s installed base of more than 1 billion iPhones, the data on its device and its custom-designed silicon chips were advantages that would help the company become an AI leader.
But it’s been an underwhelming 12 months since then.
Apple Intelligence stumbled out of the gate while rivals like OpenAI, Google and Meta have continued to make headway launching new generative-AI models.
Now, investors are calling for Apple to do something major to catch up in AI, which is rapidly transforming the tech industry.
When CEO Tim Cook speaks at Apple’s annual Worldwide Developers Conference in Cupertino, California, investors on Monday, fans and developers will want to hear how the company’s approach to AI has changed. That’s especially important after some Apple executives have said that the technology could be the reason the iPhone gets supplanted by the next-generation of computer hardware.
“You may not need an iPhone 10 years from now,” Apple services chief Eddy Cue said in court last month in one of the government’s antitrust case against Google, adding that AI was a “huge technological shift” that can upend incumbents like Apple.
The Apple Intelligence rollout was rocky. The first features launched in October — tools for rewriting text, a new Siri animation and improved voice, and a tool that generates slideshow movies out of user photos — were underwhelming. One key feature, which came out in December, summarized long stacks of text messages. But it was disabled for news and media apps after the BBC discovered that it twisted headlines to display factually incorrect information.
But the biggest stumble for Apple came in early March, when the company said that it was delaying “More personal Siri,” a major improvement to the Siri voice assistant that would integrate it with iPhone apps so it could do things like find details from inside emails and make restaurant reservations.
Apple had been advertising the feature on television as a key reason to buy an iPhone 16, but after delaying the feature until the “coming year,” it pulled the ads from broadcast and YouTube. The company now faces class-action suits from people who claim they were misled into buying a new iPhone.
Tim Cook, chief executive officer of Apple Inc., during the 60th presidential inauguration in the rotunda of the US Capitol in Washington, DC, US, on Monday, Jan. 20, 2025.
Bloomberg | Getty Images
Although Apple Intelligence had a rough first year, the company hasn’t said much publicly. However, it’s reportedly reorganized some of its AI teams.
JPMorgan Chase analyst Samik Chatterjee said in a note this week that investor expectations were set for a “lackluster” WWDC, as the company still needs to bring to market the features it announced last year, versus “addressing the more material issue of lagging behind other large technology companies in relation to advancements in AI.”
Meanwhile, Apple is facing renewed competition in its core business.
OpenAI in May acquired the startup io for about $6.4 billion, bringing in former Apple chief designer Jony Ive to build AI hardware. The company hasn’t provided details about its future devices.
Meta has made a splash with its Ray-Ban Meta Glasses, selling over 2 million units since launching in 2021. The devices use Meta’s Llama large language model to answer spoken questions from the user.
And last month, Android maker Google said its Gemini models will become the default assistant on Android phones. The company showed Gemini doing things that go beyond Siri’s capabilities, such as summarizing videos. Google also announced a $150 million partnership with Warby Parker to develop its own pair of AI-powered smart glasses.
A working Apple Intelligence is important for the company to encourage its users to buy new iPhones since devices released before the iPhone 15 Pro in 2023 don’t support the suite of features. But AI hasn’t been a key driver of sales for smartphones yet, and may not be for years, said Forrester analyst Thomas Husson.
“There’s been some new cool features and services, but I don’t think it has drastically changed the experience yet,” Husson said.
Apple declined to comment.
Apple needs to do something big
For years, Apple didn’t like the words “artificial intelligence.” It preferred the more academic term “machine learning.”
Apple focused its efforts on what could efficiently run on its battery-powered phones. The AI race, led by OpenAI and Google, was about bleeding-edge capabilities that required high-powered servers based on Nvidia graphics-processing units, or GPUs.
Then ChatGPT launched in late 2022, making AI the most important term in Silicon Valley. Soon after, Cook was telling investors that Apple was spending “a tremendous amount of time and effort” on the technology.
While Apple Intelligence is based on a series of language and diffusion models that the company trained itself, Apple hasn’t publicly competed with Google, OpenAI, Anthropic, or other companies in what are called “frontier models,” or the most capable AI systems that often have to be trained on large server clusters packed with Nvidia chips and fast memory.
The difference between the way Apple and its rivals approach AI can be seen in the company’s approach to capital expenditures. Apple spent $9.5 billion on capital expenditures in its fiscal 2024, or about 2.4% of its total revenue.
The iPhone maker has rented the computing power needed to train its foundation models, it revealed last year, from Google Cloud and other providers. Apple’s rivals are gobbling up billions of dollars of GPUs to push the technology forward.
Meanwhile, Meta, Amazon, Alphabet and Microsoft are planning to collectively spend more than $300 billion this year on capital expenditures, up from $230 billion last year. Amazon alone is aiming to spend $100 billion, and Microsoft has allocated $80 billion.
Apple’s best chance to quickly catch up up may be to do what it’s done many times in the past: Buy a company, and turn it into a killer feature.
It bought PA Semi in 2008 for $278 million, and turned it into the seed for its semiconductor division. Ahead of releasing the Vision Pro headset, Apple bought over 10 startups that worked on virtual and augmented reality. Even Siri was a startup before Apple bought it for more than $200 million in 2010.
With $133 billion in cash and marketable securities on hand as of the start of May, there isn’t much Apple can’t buy, assuming it could get regulatory clearance. However, OpenAI, Apple’s current Siri partner, is likely out of reach with a valuation of $300 billion. And given OpenAI’s new relationship with Ive to build hardware, there are reasons for Apple to slow the partnership down.
Apple’s senior vice president of Services, Eddy Cue participates in a featured session: “Severance’s” Ben Stiller: Moving Culture Through Innovation and Creativity” during the SXSW 2025 Conference and Festivals at the Austin Convention Center in Austin, Texas on March 9, 2025.
Suzanne Cordeiro | AFP | Getty Images
Anthropic, whose Claude chatbot is powered by one of the leading AI models, was valued at $61.5 billion in a funding round in March. In the Google antitrust case, Cue, a senior vice president at Apple, mentioned Anthropic as a potential replacement for Google as the default search option in the iPhone’s Safari browser.
“They probably need to acquire Anthropic,” said Deepwater Asset Management’s Gene Munster, who has followed Apple for decades, in an interview.
That would be by far Apple’s largest acquisition. To date, the most the company has paid is $3 billion, when it bought Beats Electronics in 2014 for $3 billion, part of an effort to catch Spotify in the music streaming market.
Apple could buy a company that’s developing AI-based apps, even if they’re on open-source or other company models. Perplexity, which is currently fundraising at a $14 billion valuation, has shown strong interest in the smartphone market and understanding of the value of being a default AI service.
In April, Perplexity announced a partnership with Motorola, and it’s reportedly in talks with Samsung to integrate its technology into the South Korean company’s version of Android, as well as take investment from the Apple rival. Cue mentioned that Apple had been in discussions with Perplexity about its technology at the May trial.
It’s also possible for Apple to treat frontier AI like it treated search — as a service that can be filled with a partnership. Apple software chief Craig Federighi implied as much last year at a panel discussion during WWDC, saying that Apple would like to add other AI models, especially for specific purposes, into its Apple Intelligence framework.
Federighi specifically mentioned Google, whose Gemini can now fluidly speak to the user and handle input that comes from photos, videos, voice or text. Documents revealed during the Google trial showed executives from Apple, including Cue and M&A chief Adrian Perica, were involved in the negotiations over Gemini.
Each chip in the M1 family — M1, M1 Pro, M1 Max, and now M1 Ultra.
Courtesy: Apple
Apple’s AI advantages
Apple has been designing its own chips since 2010, and with AI in mind since at least 2018.
The most powerful Apple M-series chips can tap into something called “unified memory,” says WebAI co-founder David Stout, making them ideal for doing AI inference. Apple also includes good GPUs on its chips, he said. WebAI is building software that allows users to fine-tune, train and run big models on consumer hardware.
Stout’s company has built clusters of consumer-grade Mac Studio computers to run big AI models, like Meta’s Llama.
“We picked Apple Silicon because we think it’s the best hardware for AI,” said Stout, adding that in his company’s tests, Apple’s chips can output 100 million tokens per dollar spent versus 12 million tokens per dollar for an Nvidia H100.
Part of Apple’s strategy for Siri, announced last summer, was to cajole its developers to build snippets of new code into their apps, which would make it simpler for Apple Intelligence and Siri to use the apps and get things done.
While Apple is still pushing “App Intents” — the same system powers stuff like lock screen widgets — the framework for how they work with Siri hasn’t been released yet.
Jony Ive attends The Metropolitan Museum of Art’s Costume Institute benefit gala celebrating the opening of the “Superfine: Tailoring Black Style” exhibition on Monday, May 5, 2025, in New York.
Evan Agostini | Invision | AP
‘You may not need an iPhone’
The threat that advanced AI like Google Gemini and OpenAI’s ChatGPT represents to Apple was underscored by Cue at the trial last month. He suggested that the rise of AI threatened Apple’s biggest business.
“AI is a new technology shift, and it’s creating new opportunities for new entrants,” Cue said at the trial last month.
There is a growing sense in Silicon Valley that sophisticated AI interfaces might one day replace smartphones and laptops with new devices that are designed from the ground up to take advantage of AI-based interfaces. That could mean people speaking or chatting with their devices to command AI agents, rather than tapping on touch screens or keyboards.
Upon joining OpenAI in May, Ive said he believes AI is enabling a new generation of hardware.
“I am absolutely certain that we are literally on the brink of a new generation of technology that can make us our better selves,” Ive, the iPhone designer who retired from Apple in 2019, said in a video announcing that his company had been acquired.
Though AI represents a risk to Apple’s current business, Deepwater Asset Management’s Munster said the company has more time than many believe to adapt because of so many years of customer loyalty.
“This is still something that has existential risk to all these companies, including Apple, but I don’t think we’re at some break point in the next year around it,” Munster said.
Tesla displays Optimus next to two of its vehicles at the World Robot Conference in Beijing on Aug. 22, 2024.
CNBC | Evelyn
Tesla’s vice president of Optimus robotics, Milan Kovac, said on Friday that he’s leaving the company.
In a post on X, Kovac thanked Tesla CEO Elon Musk and reminisced about his tenure, which began in 2016.
“I want to thank @elonmusk from the bottom of my heart for his trust and teachings over the decade we’ve worked together,” Kovac wrote. “Elon, you’ve taught me to discern signal from noise, hardcore resilience, and many fundamental principles of engineering. I am forever grateful. Tesla will win, I guarantee you that.”
Tesla is developing Optimus with the aim of someday selling it as a bipedal, intelligent robot capable of everything from factory work to babysitting.
In a first-quarter shareholder deck, Tesla said it was on target for “builds of Optimus on our Fremont pilot production line in 2025, with wider deployment of bots doing useful work across our factories.”
During Tesla’s 2024 annual shareholder meeting, Musk characterized himself as “pathologically optimistic,” then claimed the humanoid robots would lift the company’s market cap to $25 trillion at an unspecified future date.
In recent weeks, Musk told CNBC’s David Faber that Tesla is now training its Optimus systems to do “primitive tasks,” like picking up objects, open a door or throw a ball.
Competitors in the space include Boston Dynamics, Agility Robotics, Apptronik, 1X and Figure.
Kovac had previously served as the company’s director of Autopilot software engineering. He rose to lead the company’s Optimus unit as vice president in 2022.
Musk personally thanked Kovac for his “outstanding contributions” to the business.
Tesla didn’t respond to a request for comment.
President Donald Trump holds a news conference with Elon Musk to mark the end of the Tesla CEO’s tenure as a special government employee overseeing the U.S. DOGE Service on Friday May 30, 2025 in the Oval Office of the White House in Washington.
Tom Brenner | The Washington Post | Getty Images
Tesla has been facing massive challenges trying to get back on track after a disastrous first quarter. Those headwinds strengthened considerably this week.
CEO Elon Musk officially concluded his term with the Trump administration at the end of May, hitting the 130-day mark, the maximum time allowed for a “special government employee.” On his way out the door, Musk expressed sharp criticism of the Trump’s signature spending bill that’s being debated in Congress due to its expected impact on the national debt.
What started off as a policy disagreement quickly escalated into an all-out online brawl, with Musk and President Donald Trump hurling insults at one other from their respective social media platforms. After Musk called the “one, big beautiful bill” an “abomination” and rallied his followers on X to “kill the bill,” Trump said Musk had gone “CRAZY” and threatened to end government contracts and cut off subsidies for Musk’s companies. Musk responded, “Go ahead, make my day.”
The rift sent Tesla shares plummeting 14% on Thursday, wiping out roughly $152 billion in value, the most for any day in the company’s 15 year-history on the public market. While Musk is still the richest person in the world on paper, his net worth plunged by $34 billion, according to Bloomberg’s Billionaires Index.
More importantly, the spat brought about the collapse to a relationship that blended business, politics and power in a manner virtually unprecedented in U.S. history. The ramifications to Tesla, which fell out of the trillion-dollar club on Thursday, could be severe, and not just because Trump is reportedly considering selling or giving away the red Model S he purchased in March after turning the White House lawn into a Tesla showroom.
A senior White House official told NBC News on Friday that the president was “not interested” in having a call with Musk to resolve their feud.
Ire from the Trump administration could influence everything from future regulation, investigations and government support for Tesla, to decisions on tariff exemptions the company has been seeking in order to purchase Chinese-made manufacturing equipment.
Tesla shares were badly underperforming the broader market before the Musk-Trump breakup. Revenue slid 9% in the first quarter from a year earlier, with auto revenue plummeting 20%, due to the combination of increased competition from lower-cost EV makers in China and a consumer backlash to Trump’s political activities and rhetoric.
It’s certainly not what Tesla shareholders were expecting, when they sent the stock up about 30% in the days following Trump’s election victory in November. After spending close to $300 million to return Trump to the White House, Musk was poised to have a major role in the administration and be in position to push through regulatory changes in ways that benefited his companies.
Instead, his company has suffered, and Musk’s behavior is largely to blame.
One of his most divisive actions in leading the Trump administration’s Department of Government Efficiency (DOGE) was the dismantling of USAID, which previously delivered billions of dollars of food and medicine to more than 100 countries.
Beyond the U.S., Musk has endorsed Germany’s far-right extremist party AfD, and gave a gesture that many viewed as a Nazi salute at an inauguration rally.
In response, in recent months, there were numerous cases of vandalism or arson of Tesla facilities or vehicles in the U.S., as well as waves of peaceful protests at Tesla stores and service centers in North America and Europe.
Advertisements in protest of Musk have appeared in New York’s Times Square, and at bus shelters in London, urging people to boycott Tesla, some labeling the company’s EVs as “swasticars.” The Vancouver International Auto Show even removed Tesla from its exhibitors’ list fearing the company’s presence would cause safety problems.
On top all that are President Trump’s sweeping tariffs, which have led to concerns that costs will increase for parts and materials crucial for EV production. In its first-quarter earnings report in April, Tesla refrained from promising growth this year and said it will “revisit our 2025 guidance in our Q2 update.”
Board is mum
Pension funds that invest in Tesla have said the “crisis” at the company requires a leader to work a minimum of 40 hours per week to focus on solving its problems.
Public officials are echoing that sentiment, and calling on Tesla’s board to take action.
New York City Comptroller Brad Lander said on Thursday in s statement to CNBC that the “schoolyard fight” between Trump and Musk highlights how “Tesla’s weak accountability measures and poor governance threaten not only the company’s financial stability and shareholder value, but also the future of homegrown EV production.”
Brooke Lierman, comptroller of Maryland, told CNBC in an email that the company’s board “is not doing its job to ensure that there is a CEO at Tesla who is putting the company’s interests first.”
Since Musk’s name is synonymous with Tesla, the board needs to ensure that Tesla can stand on its own regardless of who’s leading the company, she added.
“Musk’s behavior continues to threaten the future of Tesla,” Lierman said. “As long as Tesla is identified with Elon Musk and he continues to be a polarizing figure, he will continue to damage the brand which is a huge part of Tesla’s value.”
Musk didn’t respond to a request for comment. CNBC also reached out for comment to board chair Robyn Denholm and directors and executives who work in government relations and in the office of the CEO. None of them responded as of the time of publication.
Elon Musk interviews on CNBC from the Tesla Headquarters in Texas.
CNBC
Tesla investors focused on business fundamentals are justified in their skepticism.
The company has failed to roll out innovative and affordable new model EVs, while Chinese competitors like BYD have flooded the market, particularly in Europe.
Analysts at Goldman Sachs on Thursday lowered their price target on Tesla mostly due to the outlook for 2025. Deliveries this quarter are tracking lower for the U.S., the analysts noted, while European sales saw a 50% year-over-year decline in April and another double-digit drop in May. China sales from those two months were down about 20% from a year earlier.
Quality is also a problem. Tesla has announced eight voluntary recalls of the Cybertruck in 15 months due to a range of issues including software bugs and sticking accelerator pedals.
Robotaxi ready?
Musk is urging investors to largely ignore the core business and look to the future, which he says is all about autonomous vehicles and humanoid robots.
But even there, Tesla is behind. In AVs the company has ceded ground to Alphabet’s Waymo, which is operating commercial robotaxi services in several U.S. markets. After a decade of missed deadlines, Musk has promised a small launch of a Tesla driverless ride-hailing service in Austin this month.
The Austin robotaxi service will operate in a geofenced area, Musk said in a recent interview with CNBC’s David Faber, and will begin with a small fleet of just 10 to 20 Model Y vehicles with Full Self-Driving (FSD) Unsupervised technology installed. If all goes well, Musk has said, Tesla will try to rapidly expand its driverless offerings to other markets like San Francisco and Los Angeles.
What consumers won’t be seeing anytime soon are the Cybercab and Robovan vehicles that Tesla touted at its “We, Robot” event last year to drum up customer and investor enthusiasm.
On Friday, Milan Kovac, Tesla’s vice president of Optimus robotics, announced he was leaving after joining the company in 2016. Musk thanked him for his “outstanding contribution” in a post on X.
Still, there are plenty Tesla bulls and Musk fanboys who are believers in the CEO’s vision. The stock’s 4% rebound on Friday is a sign that some saw an opportunity to buy the dip.
“I think the real story here is the investor base of Tesla literally doesn’t care about anything,” Josh Brown, CEO of Ritholtz Wealth Management and CNBC PRO contributor, told CNBC’s “Halftime Report” Friday. “This is still a nothing matters stock.”
FundStrat’s Tom Lee said the Tesla selloff was “overdone.”
Tesla’s market cap, which is dramatically inflated relative to every other U.S. car maker, is built on Musk’s vision of Tesla’s Optimus humanoid robots doing factory work and babysitting our children, while self-driving Cybercabs and Robovans make money carting around passengers.
Morgan Stanley’s Adam Jonas wrote in a note this week that, “Tesla still holds so many valuable cards that are largely apolitical,” pointing to what he sees as the company’s “AI leadership, autonomy/robotics, manufacturing, supply chain re-architecture, renewable power, [and] critical infrastructure.”
In terms of Tesla’s existing business, the most immediate impact from what’s happening in Washington D.C., is the rollback of EV credits in the current budget bill that Musk loudly opposes and that’s struggling to find sufficient support in the Senate. There’s also the matter of the tariffs and whether Tesla is able to get preferred treatment, a proposition that seems increasingly unlikely with the Musk-Trump fallout.
Matthew LaBrot, a former Tesla staff program manager, told CNBC that he’s not surprised that Musk blew up his relationship with the president. LaBrot was terminated earlier this year after sending an open letter in protest of Musk’s divisive political activity.
“I am devastated for the country and the climate, though Elon only has himself to blame,” LaBrot said in an interview. “Back a loose canon, expect stray canon fire.”
Tesla investors can’t know at the moment how much of Musk’s energy and time will now return to his lone public company, and the business responsible for the vast majority of his wealth. Even without politics, he still has SpaceX, AI startup xAI and brain tech startup Neuralink, among other businesses.
As of Thursday, Musk still had a West Wing office that hadn’t been cleaned out, two administration officials told NBC News. The space will likely be packed up in the coming days, one of the officials said.
And while his time in the Trump camp may be over, Musk has called on his followers to form a new party in the U.S.
“Is it time to create a new political party in America that actually represents the 80% in the middle?” he wrote on X on Thursday, in a post that’s now pinned at the top of his page. According to the post, 80% of 5.6 million respondents to the unofficial poll said “yes.”
Musk’s actions this week may have caused a permanent rift with the president. But one thing is clear — his company can’t get away from the White House.
The Docusign Inc. application for download in the Apple App Store on a smartphone arranged in Dobbs Ferry, New York, U.S., on Thursday, April 1, 2021.
Tiffany Hagler-Geard | Bloomberg | Getty Images
Shares of DocuSign tanked 18% in trading on Friday, a day after the e-signature provider reported stronger-than-expected earnings but slashed its full-year billings outlook.
Here’s how the company performed in the fiscal first quarter, compared with estimates from analysts polled by LSEG:
- Earnings per share: 90 cents, adjusted, vs. 81 cents expected
- Revenue: $764 million vs. $748 million expected
Billings, a closely-watched sales metric, came in at $739.6 million in the fiscal first quarter, which ended April 30. That was lower than the $746 million expected by analysts, according to StreetAccount. It also fell short of the company’s own forecast, which guided for billings between $741 million and $751 million.
For the current fiscal year, DocuSign said it expects billings of $3.28 billion to $3.34 billion, down from a range of $3.3 billion to $3.35 billion.
In the first quarter of DocuSign’s 2026 fiscal year, revenue jumped 8% year over year to $764 million. Subscription revenue increased 8% from the same period a year ago to $746.2 million.
DocuSign reported net income of $72.1 million, or 34 cents per share, compared to net income of $33.8 million, or 16 cents per share, a year earlier.
For the fiscal second quarter, the company expects revenue to be between $777 million and $781 million, compared to consensus estimates of $775 million, according to LSEG. For the full fiscal year, DocuSign projected revenue of $3.15 billion to $3.16 billion. Analysts were expecting $3.14 billion, according to LSEG.
The company also announced an additional $1 billion stock buyback, taking its share repurchase plan to $1.4 billion.
DocuSign shares are down more than 16% year to date.
WATCH: AI-efficient and flush with capital: 2025 startups and a VC’s advice to founders
-
Sports3 years ago‘Storybook stuff’: Inside the night Bryce Harper sent the Phillies to the World Series
-
Sports1 year agoStory injured on diving stop, exits Red Sox game
-
Sports2 years agoGame 1 of WS least-watched in recorded history
-
Sports2 years agoMLB Rank 2023: Ranking baseball’s top 100 players
-
Sports4 years ago
Team Europe easily wins 4th straight Laver Cup
-
Environment2 years agoJapan and South Korea have a lot at stake in a free and open South China Sea
-
Environment2 years agoGame-changing Lectric XPedition launched as affordable electric cargo bike
-
Business3 years agoBank of England’s extraordinary response to government policy is almost unthinkable | Ed Conway