Why Apple Still Hasn’t Cracked AI Apple's internal culture has shown resistance to fully embracing AI. Key executives, such as software chief Craig Federighi, have reportedly been hesitant to prioritize AI, viewing it as non-essential to Apple's core products. This reluctance has hindered the integration of AI into Apple's ecosystem. Additionally, AI chief John Giannandrea has faced challenges in gaining influence within Apple's leadership, limiting the impact of AI initiatives.