Why Apple’s AI Strategy Matters More Than Ever

From the creator

Apple turns 50 at a moment when it's losing the AI race and doing something once almost unthinkable: opening Siri to rival chatbots and leaning on Google's Gemini to close the gap. But some of the people who helped build Apple, including co-founder Steve Wozniak, former CEO John Sculley and Siri's co-founders, suggest the company may be playing a longer game. Apple has long excelled as a late mover, letting others prove out a market before stepping in with tighter integration and a more polished experience, and it's betting it can afford to lose the first round of AI. Because the next one may look a lot more like its own playbook, computing that happens on the device, inside an ecosystem it owns. On Apple’s 50th anniversary, CNBC’s MacKenzie Sigalos explores why AI could define its next 50 years. 00:00: Introduction 2:41: Apple’s rise 4:55: Apple’s Siri problem 7:43: Google Gemini partnership 12:12: The next 50 years Reporter: MacKenzie Sigalos Produced by: Andrew Evers Edited by: Erin Black Additional Production: Jeff Kopp, Andrew Troast Senior Director of Video: Jeniece Pettitt » Subscribe to CNBC: https://cnb.cx/SubscribeCNBC » Subscribe to CNBC TV: https://cnb.cx/SubscribeCNBCtelevision About CNBC: From 'Wall Street' to 'Main Street' to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more. Want to get ahead at work with AI? Sign up for CNBC's new online co

Published 2026-04-01 · Watch on YouTube ↗
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