Apple’s AI crisis

Also: Tim Cook and Trump make a trade.

Hey everyone, it's Mark. Amazon's new Alexa has exposed the AI shortcomings of Apple, which is now at a make-or-break point. Also: An inside look at Tim Cook's trade with President Trump, the iPad Air sees shortages ahead of a pending refresh, and the M4 MacBook Air is about to launch. Plus, don't expect Apple to drop its DEI effort anytime soon. Last week in Power On: Apple abandons the budget smartphone market with the release of the iPhone 16e. Power On is now exclusively for Bloomberg.com subscribers. Get the full Power On newsletter every week — plus unlimited access to every featured article and a Q&A with me — when you subscribe to the Tech Newsletter Bundle.

The Starters

Apple Intelligence running on the Vision Pro. Source: Apple Apple Inc., the company behind the Mac, iPhone, iPad and other groundbreaking products, has typically beaten rivals by following the hockey approach: skate to where the puck is going to be, rather than where it is right now. But we're currently in the middle of the biggest technology revolution since the debut of the internet, and Apple is barely even on the ice. Welcome to Apple's AI crisis. The company has been scrambling to catch up in generative artificial intelligence — the technology behind ChatGPT and other cutting-edge chatbots — but its rivals only seem to be getting further ahead. And now the unveiling of Amazon.com Inc.'s Alexa+ has made Apple's shortcomings more apparent...

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