Thread by @jsaunders_

Apple: Late to PCs, yet built a $3.4 TRILLION giant.

Late to phones & dominated the globe.

Late to the tablet market, now they own it.

Today, they’re 3 years behind in AI.

But Tim Cook says that’s EXACTLY the plan:

Know the scale of Apple's commitment.

Cook told employees AI is "as significant or even more significant" than the internet itself.

7 AI acquisitions in 2025.
40% of 12,000 new hires are focused on research & development.

But the real story isn't their commitment...

It's about reinventing AI.

Apple has a proven playbook here.

PCs existed before the Mac. Smartphones before the iPhone.

Every time, they entered late and redefined the entire category.

The pattern is evident when you look closer:

They don't rush to be first. They wait, watch, and learn from everyone else's mistakes.

Then they execute with elite precision.

The iPhone launched years after smartphones existed.

This same strategy is playing out in AI.

Look at their Siri rebuild.

Craig Federighi admitted their first approach "wouldn't achieve Apple's quality standards."

So they scrapped it. They're rebuilding from zero with a completely new architecture.

Most companies would have shipped the broken version...

Apple is developing their own AI chip (Baltra) with Broadcom. Smart glasses by late 2026. Foldable iPhone coming in 2026-2027.

Each product integrates AI while maintaining privacy.

They're not catching up.

They're building infrastructure to dominate.

Here's the principle every founder should understand.

Late is fine. But sloppy is fatal.

Apple knows rushing to market with half-baked AI would destroy their brand.

So they're doing what they always do. Waiting for the right moment to ship perfection:

Cook acknowledged this directly. He told employees Apple has always been late.

But they've consistently defined the modern version of products.

Their secret is quality discipline.

They ship when it's ready, not when investors panic.

This is why analysts warning about Apple's "BlackBerry moment" are missing the point.

BlackBerry failed to maintain smartphone dominance.

Apple is investing more in R&D than ever.

They're not behind. They're just not playing the same game.

The AI winners won't be the first movers.

They'll be the companies that perfect the technology when it matures.

Apple has proven this strategy works across multiple categories.

Smart money bets on quality over speed.

Now, Apple has billions to perfect their approach.

Most companies don't have that luxury.

But the same principle applies: disciplined implementation beats rushed deployment every time.

The challenge is knowing when to move and how to deliver without Apple's resources.

Let me know in the comments if you think Apple will win the AI race.

Or are they too far behind already?

If you're facing critical tech decisions and want to avoid the "sloppy execution" trap, let's build a roadmap that delivers.

DM me or visit nextlinklabs.com to discuss your strategic tech challenges. x.com/48372656/statu…

Video/Image Credits:
Apple CEO Tim Cook Tells Staff AI 'Ours to Grab'
youtube.com/watch?v=PfVfS8…
How Apple Just Changed the Entire Industry (M1 Chip)
youtube.com/watch?v=OuF9we…
The Rise And Fall Of BlackBerry | Rise And Fall
youtube.com/watch?v=j5JLWI…
Why Apple’s Siri Is Still So Bad In The Age Of AI
youtube.com/watch?v=wsuD8U…
Image 1: rawpixel.com/search/apple%2…
Image 2:
flickr.com/photos/theclim…