At WWDC this year, Apple refrained from using the term “AI”, and instead referred to the technology as “machine learning”, which is technically more accurate and less sci-fi sounding. The company has always been cautious of AI, preferring to focus on the functionality it provides its users. The launch of the Vision Pro headset demonstrates Apple’s commitment to hardware, and the company does not need to reinvent search or improve productivity software to stay relevant. However, Siri is an area where Apple is missing out on embracing AI, as the digital assistant has long been criticized and improving it could have a significant impact on the company’s offerings. While caution is understandable, sitting on the sidelines of AI development for too long could have consequences, and a move into VR may distract the company from reaping attainable rewards in AI.