A Tale of Two Launches: Box Office Glory vs. AI Uncertainty

In June 2025, Apple made headlines for two very different reasons. On one hand, its first major feature film “F1” debuted to critical acclaim and raked in over $155 million in its opening weekend. On the other hand, the company’s AI announcements at WWDC received a tepid response, revealing a growing gap in Apple’s technological edge.

While “F1” showcased Apple’s power in culture and entertainment, its AI strategy—especially with Siri—raised concerns about the company falling behind in the race for generative intelligence.

“F1” Signals the Maturity of Apple’s Services Ecosystem

When Apple TV+ launched in 2019, it was easy to dismiss it as a side project. But Apple played the long game, investing in Hollywood, expanding its studio operations, and building relationships with top talent. “F1” is now the clearest evidence of that vision paying off.

The company leveraged:

Star power with Brad Pitt and Lewis Hamilton

Integrated marketing via the Apple Wallet app

Leadership presence from CEO Tim Cook at promotional events

“F1” isn’t just a financial success—it’s a brand success, solidifying Apple as a player in pop culture and streaming media.

Meanwhile, AI Remains Apple’s Achilles' Heel

In contrast, the WWDC 2025 conference lacked the breakthrough AI moment investors were hoping for. Despite rolling out “Apple Intelligence,” Apple failed to deliver what users now expect: a smart, fluid AI assistant that competes with ChatGPT, Gemini, or Claude.

Key issues include:

Delayed Siri upgrades promised since 2024, now pushed to 2026

No significant generative AI features unveiled

Lack of transparency on internal AI development

Few public hires in the AI space, while competitors poach top talent

Siri, once a trailblazer in 2011, now feels outdated. As user expectations shift toward conversational, task-oriented AI, Apple’s assistant is still stuck answering weather questions.

Will Apple Abandon Its In-House AI?

Bloomberg recently reported that Apple is exploring partnerships with OpenAI or Anthropic to power a revamped Siri. This would mark a dramatic shift from Apple’s long-standing strategy of owning its core technologies—from processors to maps.

If true, this move suggests:

Apple’s internal Foundation Models aren’t ready

The company might need to license third-party AI, costing billions

A potential contradiction to Apple’s “build, not buy” philosophy

Despite the strategic shift, Wall Street welcomed the possibility, pushing Apple’s stock price higher. Investors seem to care less about where the tech comes from—as long as Siri finally gets smart.

Can Apple Catch Up?

Apple has proven it can succeed in the long run—Apple TV+ and “F1” are proof. But AI is not a game of patience alone. While Meta, Google, and Amazon spend billions on AI infrastructure and talent, Apple appears conservative and slow to act.

If the company hopes to remain competitive, it needs:

A clear, long-term AI strategy

Breakthrough products, not incremental updates

More aggressive recruitment of top AI talent

Conclusion

With “F1,” Apple flexed its muscle in the entertainment world. But in AI—the next major battleground—Siri is no longer a leader, and the clock is ticking.

To stay ahead, Apple must not only embrace AI—but move with the same boldness that made it a household name in the first place.