Jeff HassemerCEO, FirestarterMarketing.ai · The Strategy Architect | Agency Accelerator | Architecting Bold Strategies | AI + Marketing That Scales | Founder @ FireStarterMarketing.AI

Why Apple’s AI Play Makes Sense #substack #shorts

19 Jun 2026 · 1 min

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In this brief discussion, Speaker A praises Apple’s emerging AI strategy of remaining open to a wide range of models, including future industry‑specific vertical models that could outperform competitors. Jeff Hassemer adds that this approach aligns with Apple’s core identity as a hardware company rather than a software‑centric AI firm, noting that Apple likely lacks the internal software talent to develop AI in‑house. Together they argue that Apple’s openness to external AI models is a sensible move that leverages its hardware strengths while compensating for its software limitations.

Chapters

there's this hot skill that we acquire and it gets us a lot of clients, gets us a lot of interest. And then that's some, that's something that becomes codified, right? Into the way that's operating. And that's what Apple's doing here. I love the fact that they're surfing across all the models, right? There's going to be new models. There's going to be industry-specific, vertical-specific models that outperform everybody. And I love how Apple is basically just saying, we're going to open up to everything.
Well, I think this makes sense for Apple. They're a hardware company. Yeah. Not a software company, and AI is software. Yep. And I don't think they're set up internally with the right people to keep up with this from a software perspective. And I think this is brilliant. It absolutely moves forward in the environment.