<div id="readability-page-1"><figure> <img src="https://imageproxy.pbkrs.com/https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/25698444/DSC08567_processed_2.jpg/query-Y3JvcD0wLDAsMTAwLDEwMCZxdWFsaXR5PTkwJnN0cmlwPWFsbA?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" width="2000" height="1333" original-src="https://imageproxy.pbkrs.com/https://platform.theverge.com/wp-content/uploads/sites/2/chorus/uploads/chorus_asset/file/25698444/DSC08567_processed_2.jpg/query-Y3JvcD0wLDAsMTAwLDEwMCZxdWFsaXR5PTkwJnN0cmlwPWFsbA"/> <figcaption> Siri, are you there? It’s me, Gemini. </figcaption> </figure> For an AI loser, Apple did an awful lot of winning last year. The mess that was the Apple Intelligence rollout was embarrassing, to be sure, but through it all, the company kept doing what it does best: selling iPhones. With this week's news that it'll use Gemini models to power the long-awaited smarter Siri, Apple seems to have taken a big 'ol L in the whole AI race. But there's still a major challenge ahead - and Apple isn't out of the running just yet. Apple Intelligence got off to a well-documented rough start in 2024. The iPhone 16 was &#34;Built for Apple Intelligence,&#34; but shipped without it. Features arrived over the next few months, b … Read the full story at The Verge.</div>

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Apple's AI efforts faced challenges, particularly with the rollout of Apple Intelligence, which was criticized. Despite this, the company continued to excel in iPhone sales. Recently, Apple announced it will utilize Gemini models to enhance Siri, indicating a shift in its AI strategy. Although Apple has faced setbacks in the AI race, it still has significant challenges ahead but remains a contender in the market.

- Apple faced challenges with the rollout of Apple Intelligence in 2024, which was met with criticism.  
- Despite these setbacks, the company continued to perform strongly in iPhone sales, and now plans to integrate Gemini models into Siri.  
- While Apple has made progress, it must navigate significant challenges to remain competitive in the AI landscape.

Apple lost the AI race — now the real challenge starts