Apple is pursuing a privacy-focused artificial intelligence strategy that centers on on-device processing and enhanced Siri capabilities, aiming to maintain user control and data security. Despite entering the AI field later than some competitors, Apple CEO Tim Cook expressed confidence in the company's potential to lead the market, highlighting that 40% of new hires are in research and development. Unlike rivals investing heavily in large AI acquisitions, Apple is quietly building its AI capabilities without major purchases, which some analysts view as a positive sign. The company’s approach emphasizes integrating AI to complement and sustain the iPhone’s relevance rather than replacing it. However, this strategy also presents challenges to Tim Cook’s commitment to user privacy, as AI technologies inherently raise concerns about data protection.