Thinking about the difference between companies who use AI to make existing features better and companies who try to rethink everything. I’ve been using the iOS 18.1 beta for a while. I don’t think Apple really believes in AI the way OpenAI, Anthropic, or Microsoft do. See Microsoft’s memo from Mustafa Suleyman:

This is a new era of technology that doesn’t just “solve problems”, it’s there to support you, teach you, help you. In this sense, Copilots really are different to that last wave of the web and mobile. This is the beginning of a fundamental shift in what’s possible for all of us.