There are concerns that Apple’s failure to invest properly in the infrastructure of its AI services has seen it fall behind competitors.
Apple customers tend to be loyal, largely owing to the iOS operating system making it easy to access and transfer information across devices. However, the failure of Apple to recognise the significance of AI technology could have a detrimental effect on its popularity.
The Increasing Use of AI in Online Services
The use of AI has helped to enhance the user experience, streamline processes, and has the potential to reduce costs for operators and consumers. The wide variety of AI applications has not been without criticism, but the ability to automate certain processes has resulted in a massive improvement in online services.
The online gambling industry in the UK has come on leaps and bounds in recent years, and AI integration has been key to this. Operators licensed in the UK must adhere to strict regulations, including being a part of the voluntary self-exclusion program Gamstop. AI has been instrumental in streamlining security checks that are essential to regulatory compliance and customer safety.
The top non Gamstop casinos in 2025 have also been able to harness AI technology to improve operations. These alternatives to UK licensed betting sites typically operate in external jurisdictions and offer consumers greater access and a wide variety of games. The use of AI to improve marketing among operators has helped to attract and retain customers, while improving the user experience.
Rather than players getting ads and promotions for general gameplay, AI technology can automate the processes of collating player data and analysing it to determine preferences. Tailored marketing deals can then be created and issued to the player, making them feel valued and increasing the chances of them using deals to return to the site.
This type of marketing is not limited to the online casino industry, and many retailers are now exploring this automated technology that provides tailored experiences for customers.
The use of AI in search engines has also been a massive development, providing results that are more relevant based on the user’s profile, location, and previous search history. Users can now find the most relevant information more easily or opt for the AI-generated responses that collate information from reputable sources to provide detailed results.
With any developing technology, AI has had criticism, especially in terms of generative AI programs that have to be ‘taught’ how to provide users with what they want. This has been a sore point for people working in the creative industries, with information being fed into a system that then produces work based on the source material.
Music, art, and literature are just some of the industries that have hit back at the development of AI and the use of their work. While the issue of intellectual property theft is a real problem, there is no denying the benefits AI can provide when used in the correct way.
The automation of administrative processes can save time and free up human workers to deal with other issues, providing a more efficient and cost-effective way of working.
Apple’s AI Issues and How It Plans to Address Them
Criticism of Apple Intelligence, the integrated personal intelligence system found on Apple devices, was coupled with news that an improved version of the brand’s Siri assistant has been delayed until 2026. Many saw this as evidence that Apple was facing development challenges with its system.
This has resulted in some changes at Apple, with former AI chief John Giannandrea stepping down. Giannandrea, who had been in this role since 2018, makes way for Amar Subramanya, whose CV includes working on AI projects for Microsoft and Google.
This marks one of the biggest shakeups in Apple’s AI division, with Subramanya being installed as the VP of AI, reporting to Craig Federighi, the software chief.
Subramanya’s key responsibilities will be leading teams on research, safety, and foundation models, while Eddy Cue and Sabih Khan, services chief and COO, will lead the other teams that previously fell under Giannandrea’s remit.
Apple has already agreed a deal with OpenAI that will see ChatGPT integrated into some products, but it has traditionally focused on device-run AI, rather than resorting to powerful cloud computers.
Conclusion
Though Apple has not ignored the importance of AI, it has certainly prioritised other areas. The decision to restructure their AI division shows an intention to improve their current capabilities, but striking a deal with OpenAI could also provide a glimpse into its intentions, with the ability to integrate established AI services in its products.
Apple users will be keen to see how this situation develops and what it might mean for future iterations of its popular devices.
