Apple’s Worldwide Developer Conference (WWDC) takes place in just a few weeks. Everyone expects the company to explain its approach to AI deployment on its platforms. With that in mind, here’s what several months of speculation suggest Apple will announce, though the details remain to be disclosed.

Apple is investing billions of dollars in these plans; R&D spending reached 10.3% of revenue in the second quarter, up from 7.6% in Q1. Given Apple’s accelerating revenue, on a dollar basis this means the company’s R&D spend is up 34% from a year ago.

“We believe AI is a really important investment area for Apple, and we’re going to be doing that incrementally on top of what we normally invest in our product roadmap,” said Apple CFO Kevan Parekh during Apple’s latest fiscal call. (AI isn’t Apple’s only spending target, either.)

While the billions Apple is investing are dwarfed by the huge infrastructure investments made by pure AI players, Apple’s infrastructure already exists — in the form of 2.5 billion actively used devices, the vast majority of which can already run some AI models natively on device. So, how is Apple exploiting this deployment advantage?

BYO-AI

Only this week, Bloomberg once again confirmed Apple intends to permit its customers to select their choice of AI service on their device. You’ll be able to pick Gemini, ChatGPT, or Claude as your default supporting AI service. This means that while you might continue to use Apple Intelligence for most queries, you’ll also be able to use one of those server-based AI choices for more complex tasks. Y

ou will also be able to opt to use those services to provide all your AI needs, but not until iOS 27, which will be unveiled at WWDC. These services will be provided within a new Extension system, which I suspect will work with the apps those AI developers are already building for iPhones. That could lead to a new ‘App Store for AI’ approach, which the company may be able to monetize. So, you’ll be able to select between AI services for tasks such as text generation and editing and powering Siri.

Work with Gemini

While allowing users AI choice, Apple is also building out Apple Intelligence to be a competitive option. The company’s engineers have been working with Google Gemini to build their own Foundation Models for common tasks.

That work includes use of a customized version of Gemini to improve Siri’s conversational abilities and understanding of natural language as well as a degree of contextual intelligence. This should enable Siri to perform complex tasks across more than one app. “Apple Intelligence will continue to run on Apple devices and Private Cloud Compute, while maintaining Apple’s industry-leading privacy standards,” Apple and Google confirmed earlier this year.

Private by design

Apple is building privacy into these tools, meaning those Foundation Models and new Siri features will maintain user privacy by relying on Private Cloud Compute, Apple’s uniquely private infrastructure that lets you use powerful server-based AI to resolve complex tasks without eroding privacy. This is good for everyone, but particularly promising to enterprises seeking AI efficiency along with guaranteed data security. That provision of privacy should let Apple offer its services to businesses that might otherwise opt for sovereign or on-premises AI data services. A legal team might feel more confident to use AI to summarize confidential contracts on-device, for example, while a medical practitioner might be able to use AI to securely analyze patient notes. In many cases, IT will almost certainly gravitate towards Apple’s privacy posture.

The hardware thing

Apple Silicon, Unified Memory, the Neural Engine and so many additional hardware and software achievements available in Apple’s products mean the entire ecosystem is already resolutely AI ready. 

In an important statement, CEO Tim Cook recently explained how this all works together, and the extent to which Apple’s hardware advantage already translates into an experience advantage for AI users and developers:

“What truly sets Apple apart is how Apple Intelligence is woven into the core of our platforms, powered by Apple Silicon, and designed from the ground up to deliver intelligence that is fast, personal, and private. This is not AI as a standalone feature, but AI as an essential intuitive part of the experience across our devices. It builds on years of innovation, from the neural engine, to advanced on-device processing, enabling capabilities that are not only incredibly powerful but also respectful of user privacy.

“Increasingly, that same foundation is drawing developers and researchers to our products as powerful platforms for building and running agentic AI, thanks to the unique combination of performance, efficiency, and on-device capabilities. When you combine this level of integration with our relentless focus on the customer experience, it becomes clear why Apple platforms are the best place to experience AI.”

You don’t need an LLM to see which way the wind blows

In short, Apple’s platforms are already the best place to build AI and the best place to use AI. Apple has decided to lean into that advantage while adopting a multi-state approach to AI services; it recognizes the inevitable commoditization of those services, while also continuing to develop its own to compete with third parties. With Apple’s own ecosystem as the battleground, that approach means Apple wins, even if its AI services lose.

“With Apple Silicon and its powerful unified memory architecture, leading AI developers like Perplexity are choosing Mac as their preferred platform to build enterprise-grade AI assistants that power autonomous agents and boost workplace productivity,” Apple said.

Asymco’s Horace Dediu notes the significance of such a shift: “If foundation models are heading toward commodity status, then the strategic value shifts to whoever controls the integration layer and the user relationship,” he wrote. 

People, get ready

Expect to learn much more concerning Apple’s AI plans at WWDC in a few weeks. While Apple is doubtless still burning at the challenges it has encountered so far, like any marathon runner the company continues to race through those short-term pains. “We can’t wait to share what we’ve been working on, from AI advancements to exciting new software and developer tools. It’s going to be an incredible week,” Cook promised during Apple’s fiscal call.

We’ll all be watching.