Apple’s “F1” success does not compensate for AI Crumples

Last month, Apple had two major launches. They couldn’t be more different.

For the first time, Apple revealed some of the artificial intelligence progress that he worked last year when she released versions of the developers of his operating systems to muffle applause at his annual WWDC developer. Then, at the end of the month, Apple got into the red carpet as his first real movie about blockbuster “F1”, debuted up to more than 155 million dollars – And the reviews glow – in the first weekend.

While “F1” was a circle of victory for Apple, emphasizing the strength of its long -term worldview, the growth of their business by services and its ability to use culture, wall -stit reaction On the message of AI companies on WWDC suggests that there are some problems under the hood.

“F1” showed Apple at best-in particular, its ability to invest in new, long-term projects. When Apple TV+ launched in 2019, it had only a few original shows and one movie, a film festival called “Hall”, which did not even share the income from the box office.

Despite Apple TV+ writing off as dear side projectApple has been stuck with its plan for years, expanding their staff and operating in Calver, California. This allowed companies to establish Hollywood ties, especially for TV shows, and create entertainment services. Now the apple original can lead the rental on the summer weekend, the main season for the blockbuster movies.

The success of “F1” also emphasizes the significant Apple marketing machine and the ability to get a big name to appear with its guide. Apple pulled all stops to sell the movie including Using the app for the wallet To send a press notice at a discount on the movie tickets. To promote “F1”, cook appeared With a movie star Brad Pitt at Apple’s New York and located video With the actual racer F1 Lewis Hamilton, who was one of the producers of the film.

Although Apple Services Chief Eddie Kei said in A recent interview What Apple needs its filming to make a profit to “continue to do big things”, “F1” is not just the essence for the company.

Apple’s Hollywood productions are perhaps the most famous campaigns on the company’s services, a profit that has been an investor’s favorite since the iPhone manufacturer began to emphasize the division in 2016.

Movies will only be if -a small part of the service unit, which also includes payments, subscriptions, logs, Apple Music, game packages, guarantees, fees related to digital payments and advertising sales. In addition, even the largest braids Smashes would be small on Apple’s scale – the company averages over $ 1 billion every day.

But movies are the only component of services that can force celebrities such as Pete or George Clooney, will appear next to Apple’s logo – and the success of “F1” means that Apple can make bigger popcorn movies in the future.

“Nothing is successful or inspires future investments as a current success,” said Comscore Senior Analyst Paul dergorobedian.

But if “F1” is a sign that Apple’s business is full, the fight against AI company is the light of “engine check” that is not disconnected.

On WWDC last month, Wall -Rate sought to hear about Apple Intelligence plans, its AI features, which it first revealed in 2024. Apple Intelligence, which is the key principle of the company’s equipment, had been unfolded marked by delays and features.

Apple carried out most of the WWDC, sorting out smaller machine learning features, but did not reveal what investors and consumers are increasingly wanting: sophisticated Siri, who can slowly talk and do things on how to book a restaurant. In the era Openai’s Chatgpt, anthropic Claude and Google’s Gemini, the expectation of helpers among consumers goes beyond “Siri, how is the weather?”

The company looked at a significantly improved Siri in the summer of 2024, but earlier this year, these functions were delayed somewhere in 2026. At WWDC Apple did not offer any updates about the advanced Siri outside the fact that the company “continued its work to provide” next year’s features “. Some observers reduced their expectations from AI Apple after the conference.

“The current expectations of Apple Intelligence at the beginning of the heavy -duty upgrade cycle are too high, in our opinion,” Jefferies writes this week.

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

When he first debuted on iPhones in 2011, he won almost all other voice assistants. Fourteen years later, Siri remains essentially the same one -off, solid, question -and -responsive system that fights open questions and dates, even after the invention in recent years, complex voice boots based on generative technology that can conduct a conversation.

Apple’s strongest competitors, including Android Father, have done much more to integrate sophisticated II assistants into their devices than Apple. And Google does not have the same reflex against data collection and cloud cleaning like an apple, obsessed with privacy.

Some analysts said they believe Apple has a few years before the lack of a competitive company AI company will start on sale devices, given the large -established company and high customer loyalty. But Apple cannot get the step before it entered again Expanding the pressure In Cupertino.

“A three -year problem – Note on CNBC this week.

The success of Apple’s services with projects such as “F1” is an example of what the company can do if it sets Clear goals in public And then performs them through extended terms.

Its AI strategy can use a similar long -term plan as customers and investors are wondering if Apple fully brings technology that has captured a silicone valley.

Wall -Rate Alarms over Apple’s fighting was apparent this week after that Bloomberg reported What Apple considered the possibility of substituting the Siri engine with an anthropic or Openai technology, unlike its own foundation models.

This step, if this happened, contradicts one of Apple’s most important strategies in the Curator Age: Apple wants possess basic technologyAs a touch screen, processor, modem and card software rather than buying them from suppliers.

Using external technology will recognize that the Apple Foundation models are still not good enough for what the company wants to do with Siri.

“They fell on and on, and they need to complement their generative efforts,” Martin said. “They can’t do it internally.”

Apple can even pay billions for using Aintropic software, Bloomberg reports Report. If Apple paid for AI, it would be canceled from modern services as a search engine with the alphabet, where Cupertino is paying $ 20 billion a year to push iPhone traffic to Google search.

The company did not confirm the report and refused to comment, but Wall -Restitis welcomed the report and shares of Apple Rose.

In the world AI in Silicon Valley, the signing of bonuses for types of engineers that can develop new models can vary up to $ 100 million, according to CEO Openai Sam Altman.

“I don’t see Apple doing it,” Martin said.

Earlier this week, Meta CEO Mark Zuckerberg sent a memo bracking About hiring 11 experts of II of companies such as Openai, anthropic and Google’s Deepmind. This happened after Zuckerberg hired CEO AI AI ALEXANDR Wang to head the new division II as part of A transaction at 14.3 billion dollars.

Meta is not the only company that spent Hundreds of millions on celebrities II to get them into the building. Google spent a great Hire Founders of character. A, Microsoft received its leader AI Concluding a deal with a kinky and Amazon hire The executive team of the distinctive team to dial its registry AI.

Apple, on the other hand, has not announced the great highest hiring in recent years. While the Cook rubs the shoulders with the drink, the actual race can pass the apple.

See: Jefferies upgrade Apple to “hold”