Technology · 29 March 2026
Apple leans on devices and services in AI reset
Apple is reshaping its AI strategy by doubling down on its core strength—integrating artificial intelligence into its hardware and services ecosystem rather than competing directly with standalone AI platforms. The approach focuses on enhancing user experience across iPhones, Macs and other devices. At the same time, the company is offering rare bonuses to retain key engineers amid fierce competition for AI talent, highlighting growing pressure from rivals in the rapidly evolving artificial intelligence race.
Reported by Bloomberg · How we write briefs