Can Tim Cook stop Apple going

It's time to tear up the rule book

蒂姆·库克能否阻止苹果重蹈诺基亚的覆辙?

是时候撕毁规则手册了

Jun 8th 2025|CUPERTINO

2025年6月8日|库比蒂诺

A YEAR AGO, when Apple used a jamboree at its home in Silicon Valley to unveil its artificial-intelligence (AI) strategy, grandly known as Apple Intelligence, it was a banner occasion. The following day the firm's value soared by more than $200bn—one of the biggest single-day leaps of any company in American history. The excitement was fuelled by hopes that generative AI would enable Apple to transform the iPhone into a digital assistant—in effect, Siri with a brain—helping to resuscitate flagging phone sales. Twelve months later, that excitement has turned into almost existential dread.

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