Honestly, what it seems like is financial discipline.
We do know that they made a number of promises on AI[1] and then had to roll them back because the results were so poor[2]. They then went on to fire the person responsible for this division[3].
That doesn't sound like a financial decision to me.
[1] https://www.apple.com/uk/newsroom/2024/06/wwdc24-highlights/
[2] https://www.bloomberg.com/news/features/2025-05-18/how-apple...
[3] https://nypost.com/2025/12/02/business/apple-shakes-up-ai-te...
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We do know that they made a number of promises on AI[1] and then had to roll them back because the results were so poor[2]. They then went on to fire the person responsible for this division[3].
That doesn't sound like a financial decision to me.
[1] https://www.apple.com/uk/newsroom/2024/06/wwdc24-highlights/
[2] https://www.bloomberg.com/news/features/2025-05-18/how-apple...
[3] https://nypost.com/2025/12/02/business/apple-shakes-up-ai-te...