Apple may already have made waves with the unveiling of the iPhone Air and the iPhone 17 lineup, but when it comes to the artificial intelligence race, the company finds itself huffing and puffing at the back of the pack. As competitors continue rolling out ever more impressive AI-powered features, Apple’s much-anticipated revolution is still stuck in the starting gates. Is a secretive startup about to change that?
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The iPhone’s AI Dilemma: Late to the Party?
It’s hard to ignore the contrast in the mobile tech landscape right now. While Apple made an impression with its latest iPhones, there’s a persistent sense that it’s trailing its rivals in the AI field. Many competitors are busy integrating generative AI capabilities into their products, but Apple’s next-gen Siri—the update that’s supposed to transform the iPhone experience itself—remains conspicuously absent. Apple initially announced this new version in 2024, setting expectations sky-high and tech enthusiasts on the edge of their seats. But, thanks to some internal hurdles (call them “iWrenches”), the revolutionary Siri won’t be making its grand entrance until 2026.
Silent Steps: Acquisition Rumors and Early Prototypes
Despite the delay, hints suggest Apple’s AI project isn’t gathering dust. Reports indicate that internal prototype testing is underway, offering a glimmer of hope for devotees waiting for the next leap. Meanwhile, Apple appears to be considering another classic Silicon Valley play: acquisition. According to CNBC, the company is allegedly in advanced talks to acquire a little-known startup called Prompt AI. These aren’t mere coffee shop chats—the negotiations are said to be at an advanced stage.
Why Prompt AI? The startup’s flagship product is an application called Seemour, designed to enable AI-based features in security cameras. Here’s the twist worthy of a dramatic film score: Apple reportedly has little interest in the app itself and may be more intrigued by Prompt AI’s team—a crew of just eleven employees. So keen is Prompt AI to pack its suitcases that it’s already considering discontinuing Seemour.
Apple’s Acquisition Appetite: Small Bites, Not Billions (Yet)
Let’s be clear: none of these talks have been confirmed, and Apple is famously tight-lipped until the ink is dry and the confetti is flying. Still, if the rumors pan out, it would hardly be Apple’s first foray into startup shopping for AI talent. Tim Cook reminded everyone last August that the company had already acquired about seven businesses during the year. Not all those acquisitions were AI-centered—Apple likes variety in its shopping cart.
- Apple is testing prototypes of its own AI technology internally.
- Advanced negotiations with Prompt AI are reportedly underway.
- The focus appears to be Prompt AI’s team rather than its main product, Seemour.
- Prompt AI is already considering withdrawing Seemour from the market.
The caution that surrounds these rumors is classic Apple—tight lips sink no ships. This strategy, some argue, is conservative compared to the splashing and cash-throwing seen elsewhere in tech. Comparing Apple’s approach to, say, Meta’s, is like putting a squirrel up against a bulldozer. Meta has dropped over $14 billion investing in Scale AI—a number that’s more likely to make headlines than Apple’s smaller acquisitions.
What’s Next for Apple and AI?
For the moment, Apple is sticking to smaller deals rather than breaking out the checkbook for blockbuster buyouts. But don’t discount a sudden appetite for something larger. As Tim Cook noted last August, Apple remains “very open to mergers and acquisitions that accelerate our roadmap.” There’s no upper limit—at least in theory. The main question: can a company help Apple pick up the AI pace? If the answer is yes, Apple’s interested… but, predictably, nothing specific is being shared for now.
To date, Apple’s priciest acquisition remains Beats, clocking in at $3 billion—a figure dwarfed by the sums flying around in today’s AI gold rush, but not chicken feed either.
- Apple’s acquisition targets are guided by their potential to ‘accelerate the roadmap.’
- No firm commitment yet to larger purchases, but the door isn’t closed.
- Historically, Apple has favored smaller deals, though change may be in the air.
So, is Prompt AI destined to be Apple’s secret weapon in the iPhone’s AI future? The answer, for now, is a tantalizing maybe. While Apple’s approach is careful, it’s clear the company knows it can’t afford to let the AI train leave without it. For iPhone users and fans of digital assistants everywhere: keep your eyes peeled—the Siri of your dreams might still be on Apple’s long and winding roadmap.
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Jordan Park writes in-depth reviews and editorial opinion pieces for Touch Reviews. With a background in UI/UX design, Jordan offers a unique perspective on device usability and user experience across smartphones, tablets, and mobile software.