Apple’s ‘F1’ success doesn’t make up for AI stumbles

Apple had two main lanes last month. They cannot be more different.

First, Apple unveiled some of the artificial smart developments that it was working on last year when it released its developed releases of its operating systems for its silent applause at the annual developer conference, WWDC. Then, at the end of the month, Apple hit the red carpet as its first real movie, “F1”, first appeared For more than 155 million dollars – And incandescent reviews – on the first weekend.

While “F1” was a victory for Apple, which highlights the strength of its long -term outlook, Services growth And its ability to benefit from culture, Wall Street reaction To the AI ​​ads for the company at WWDC indicates that there are some troubles below the cover.

F1 Apple showed at its best-in particular its ability to invest in new long-term projects. When Apple TV+ was launched in 2019, she had a few original shows and one movie, a movie called “hala” who did not even participate in box office revenues.

Despite Apple TV+ It is removed A costly side projectApple holds her plan over the years, expanding her employees and operations in Culver City, California. This allowed the company to build Hollywood calls, especially for TV programs, and to build an entertainment record. Now, Apple Original can drive the box office on the weekend, which is the Prime Forbuster Films season.

The success of “F1” also highlights the important Apple marketing machine and the ability to get a large name talent to appear with its leadership. Apple has removed all stations to market the movie, including Using a portfolio application To send a payment notification with a ticket discount to the movie. For promotion “F1”, cooking back With the movie star Brad Pitt at the Apple store in New York and published video With the actual F1 contestant Luis Hamilton, who was one of the film’s producers.

Although the head of the Apple Eddy Cue Services said in A recent interview Apple needs to be profitable cinematic “to continue doing great things,” F1 “is not only related to the company’s final result.

Apple’s Hollywood products may be one of the most prominent services of the company, a profit engine that has been preferred for the investor since the iPhone started highlighting the department in 2016.

Films will only be a small part of the service unit, which also include payments, iCloud subscriptions, magazine packages, Apple music, game packages, guarantee, digital payments and advertising sales. In addition, even the biggest box office smashing will be small on the Apple scale – the company makes more than a billion dollars of sales average every day.

But movies are the only component of services that can get celebrities like a house or George Clooney to appear next to the Apple logo – and the success of “F1” means that Apple can do more large popcorn movies in the future.

“Nothing generates success or inspires future investment like the current success,” said Paul Dergarabidyan, a prominent analyst at COMSCORE.

But if “F1” is a sign that the Apple services were in a complete suffocating, AI’s conflicts of the company are a “examination” lamp that will not end.

At WWDC last month, Wall Street was keen to hear the company’s plans for Apple Intelligence, and its wing was one of the AI’s features that it first revealed in 2024. young man By delaying and overwhelming features.

Apple has spent most WWDC exceeding smaller machine learning features, but it did not reveal what investors and consumers want increasingly: Siri is sophisticated that can speak frankly and accomplish things, such as a restaurant reservation. In an era Openai’s ChatGPT, Claude Anthropor and Google Gemini, anthology assistants expect consumers to go beyond “Siri, how is the weather?”

The company inspected Siri greatly improved in the summer of 2024, but earlier this year, those features were delayed until some time in 2026. In WWDC, Apple did not provide any updates about the improved Siri that goes beyond the company “continues to work to provide” features next year “. Some observers have reduced their expectations about Apple’s artificial intelligence after the conference.

“The current Apple intelligence expectations to start the high upgrade cycle are very high, from our point of view,” Jeffrez analysts wrote this week.

Siri should be an example of how to improve Apple’s ability to improve products and projects in the long run, making it difficult to compete with.

He beat almost every voice assistant for marketing when he first appeared on iPhone in 2011. After fourteen years, Siri is still the same time system, rigid, questions and answers fighting with questions and open dates, even after the invention in the last years of advanced sounds based on the mother’s AI technology that can have a conversation.

The most powerful Apple competitors, including Android Parent Google, did more to integrate advanced artificial intelligence aides in their devices more than Apple. Google does not have the same reflex in exchange for data collection and cloud processing as obsessed privacy Apple.

Some analysts said they are Believe Apple has a few years before the company’s decrease in artificial intelligence begins sales in devices sales, given the base of the large installed company and the loyalty of the high customers. But Apple cannot be completed before re -entering the race, and the former Guru Jony operates in Jony Ivee design on new devices with Openaii, Pressure In Cobino.

“The three -year problem, which falls within a time limit for investment, is that Android is advancing,” Laura Martin, Nidham Internet analyst, He said On CNBC this week.

The success of Apple services with projects such as “F1” is an example of what the company can do when set Clear goals in public places Then he executes it on the extended time frames.

Artificial Intelligence Strategy can use a similar long -term plan, as customers and investors wonder when Apple will adopt technology that has completely captured Silicon Valley.

Wall Street was concerned about Apple’s artificial intelligence clearly this week after that I mentioned Bloomberg Apple was considering replacing the Siri engine with human or Openai technology, rather than its foundation models.

This step, if that happens, will contradict one of the most important Apple strategies in the era of Cook: want Apple Owning its basic techniquesLike touch, processor, modem, and maps screen programs, not purchase from suppliers.

The use of external technology will be recognized that the Apple Foundation models are not good enough to what the company wants with Siri.

Martin said: “They fell further and further behind them, and they need to ship their efforts from artificial intelligence,” Martin said. “They cannot do it internally.”

Apple may pay billions of dollars to use the AI’s AI program, according to The Bloomberg a report. If Apple pays the price of artificial intelligence, this will be a reflection of current service deals, such as the search deal with Alphabet where Cupertino gets $ 20 billion annually to pay iPhone to Google Search.

The company did not confirm the report and rejected the comment, but Wall Street welcomed the report and the shares of Apple rose.

In the world of artificial intelligence in the Silicon Valley, bonuses can be signed for the types of engineers who can develop new models to range up to $ 100 million, according to CEO of Openai Sam Altman.

Martin said: “I cannot see Apple while doing it,” Martin said.

Earlier this week, the CEO of Meta Mark Zuckerberg sent a memo Pride About the appointment of 11 artificial intelligence experts from companies such as Openai, Noteropic, and Google’s DeepMind. This came after Zuckerberg, CEO of AILEXANDR, rented the leadership of the new Amnesty International Section as part of A $ 14.3 billion deal.

Meta is not the only company to spend Hundreds of millions of famous artificial intelligence To get it in the building. Google spent big Hiring The founders of the letter Amnesty International leader By concluding a deal with reflection and Amazon I rented The executive team of ADEPT to collect the artificial intelligence menu.

On the other hand, Apple has not announced any major appointments of artificial intelligence in recent years. While rubbing shoulders with a house, the actual race may pass by apples.

He watches: Jefferies upgrade Apple to “Hold”