Apple faces calls to reboot its AI strategy, as share price slumps and features delayed

Apple CEO Tim Cook and VP Craig Federighi at the WWDC. Photo: Bloomberg

Apple is facing pressure to shake up its corporate playbook in order to invigorate its struggling artificial intelligence efforts.

Alarmed by a share slump that’s erased over $630bn (€539bn) in market value this year, and frustrated with delays in rolling out AI features, investors are calling for Apple to break with long-standing traditions to make a big acquisition and more aggressively pursue talent.

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