I think the article is missing a whole aspect on how Apple is ensuring to not face actual competition while they're "playing it safe":

Even if the investment is overblown, there is market-demand for the services offered in the AI-industry. In a competitive playing field with equal opportunities, Apple would be affected by not participating. But they are establishing again their digital market concept, where they hinder a level playing field for Apple users.

Like they did with the Appstore (where Apple is owning the marketplace but also competes in it) they are setting themselves up as the "the bakn always wins" gatekeeper in the Apple ecosystem for AI services, by making "Apple Intelligence" an ecosystem orchestration layer (and thus themselves the gatekeeper).

1. They made a deal with OpenAI to close Apple's competitive gap on consumer AI, allowing users to upgrade to paid ChatGPT subscriptions from within the iOS menu. OpenAI has to pay at least (!) the usual revenue share for this, but considering that Apple integrated them directly into iOS I'm sure OpenAI has to pay MORE than that. (also supported by the fact that OpenAI doesn't allow users to upgrade to the 200USD PRO tier using this path, but only the 20USD Plus tier) [1]

2. Apple's integration is set up to collect data from this AI digital market they created: Their legal text for the initial release with OpenAI already states that all requests sent to ChatGPT are first evaluated by "Apple Intelligence & Siri" and "your request is analyzed to determine whether ChatGPT might have useful results" [2]. This architecture requires(!) them to not only collect and analyze data about the type of requests, but also gives them first-right-to-refuse for all tasks.

3. Developers are "encouraged" to integrate Apple Intelligence right into their apps [3]. This will have AI-tasks first evaluated by Apple

4. Apple has confirmed that they are interested to enable other AI-providers using the same path [4]

--> Apple will be the gatekeeper to decide whether they can fulfill a task by themselves or offer the user to hand it off to a 3rd party service provider.

--> Apple will be in control of the "Neural Engine" on the device, and I expect them to use it to run inference models they created based on statistics of step#2 above

--> I expect that AI orchestration, including training those models and distributing/maintaining them on the devices will be a significant part of Apple's AI strategy. This could cover alot of text and image processing and already significantly reduce their datacenter cost for cloud-based AI-services. For the remaining, more compute-intensive AI-services they will be able to closely monitor (via above step#2) when it will be most economic to in-source a service instead of "just" getting revenue-share for it (via above step#1).

So the juggernaut Apple is making sure to get the reward from those taking the risk. I don't see the US doing much about this anti-competitive practice so far, but at least in the EU this strategy has been identified and is being scrutinized.

[1] https://help.openai.com/en/articles/7905739-chatgpt-ios-app-...

[2] https://www.apple.com/legal/privacy/data/en/chatgpt-extensio...

[3] https://developer.apple.com/apple-intelligence/

[4] https://9to5mac.com/2024/06/10/craig-federighi-says-apple-ho...