The iPhone 17 launch is just hours away, and Apple’s big focus this year isn’t just on hardware — it’s on AI. Branded as “Apple Intelligence,” the company is making its move into artificial intelligence.

But here’s the real question:

Is Apple too late to the AI party? Or are they about to set a new standard?

To answer that, let’s revisit history.

Nokia’s Mistake: Ignoring Software

Nokia once ruled the world of mobile phones. But when the iPhone and Android arrived with rich app ecosystems, Nokia underestimated how powerful software could be. They kept focusing on hardware, while the world moved on.

Lesson: Don’t ignore a big technological shift.

BlackBerry’s Mistake: Sticking to the Old

BlackBerry thought physical keyboards and corporate email were unbeatable. They laughed at touchscreens. But the world wanted simplicity and apps. Within a few years, BlackBerry was gone.

Lesson: Don’t underestimate consumer needs.

Apple & AI in 2025

Now, look at Apple. Google, Microsoft, and OpenAI are already running ahead with AI chatbots, copilots, and assistants. Apple, on the other hand, is moving slower, cautiously, branding its version as “Apple Intelligence.”

Critics say Apple risks doing what Nokia and BlackBerry did — arriving late, while the competition races forward.

But here’s the twist.

Why Apple’s Approach Might Work

Apple isn’t rushing to push half-baked AI. Instead, it’s focusing on:

Privacy-first AI → Much of it runs on-device. Deep integration → Built into iOS, iPhone, iPad, and Mac. User-first design → Simple, practical use cases (writing, editing, Siri upgrades).

Apple has a pattern: it often arrives late — but wins.

They weren’t first in music players (iPod), but they dominated. They weren’t first in smartphones, but the iPhone changed the world. They weren’t first in smartwatches, but Apple Watch is now the leader.

So, could Apple’s “slow but strong” AI entry follow the same path?

The Risk Ahead

If Apple underestimates the speed at which AI is becoming mainstream, it could indeed slip into a Nokia/BlackBerry trap. But if Apple nails privacy + seamless integration, it could once again turn being “late” into being “the best.”

Apple isn’t ignoring AI like Nokia ignored software or BlackBerry ignored touchscreens. It’s just doing AI the Apple way. Whether that’s genius or a misstep, only time will tell.

But in today’s event they didn’t talk much about AI or Siri upgrades, which everyone were waiting for. We have noticed more than 1% fall in Apple Inc share price during the announcement event. What’s your views about it? Lets discuss in comments below….