Mark Gurman has published the latest tell-all about Apple’s failure to claim a seat at the artificial intelligence big boy table. The more I read about this, the more it becomes clear that failure here has many fathers. Some of Apple’s leadership apparently didn’t see the underlying technology as relevant. Some didn’t want to spend the money. Others just didn’t make it a priority. For all of these reasons, there’s a ton of innovation happening right now in artificial intelligence, and Apple is responsible for none of it.

At this point, I’m much less interested in how Apple got into this position and much more interested in how they intend to get out of it. Apple remains a massive company with tremendous resources, and in my opinion, it’s not too late to turn this battleship around. I still think Apple’s idea for artificial intelligence, as expressed last year at WWDC, makes sense: refine AI into genuinely useful tools that consumers want, and combine that with private, on-device data to give users something truly unique.

But the question that I first asked last June still remains unanswered: Does Apple have the AI chops to actually make this happen? So far, it appears they don’t. There’s been a recent management shuffle, with Mike Rockwell now in charge of Siri, but the jury’s still out on whether this will be enough.

I’m hoping that the combination of leadership changes and a very public black eye will finally give Apple the push it needs to deliver something remarkable in AI. At the end of the day, Apple’s users—myself included—are waiting to see if the company can make good on its promise to deliver thoughtful, private, and genuinely helpful artificial intelligence.

There’s a rumor that Apple is working on an on-device medical AI. The idea is that your iPhone or Apple Watch could use its onboard silicon to privately analyze your health data and offer recommendations, without sending that sensitive information to the cloud.

The general vibe I’m seeing in response to this rumor is justified skepticism. Plenty of folks out there think there’s no way Apple can pull this off, but I think this is exactly the kind of thing they should be doing. This idea presents an opportunity for Apple.

Apple has been steadily building up its health tech for years. With features like Atrial fibrillation (AFib) detection, ECG, and Fall Detection, they’ve proven they can deliver meaningful health tools. And they’ve done it with an eye toward user privacy and accessible design.

Now, imagine layering a personalized AI model on top of that foundation — something smart enough to notice patterns in your vitals, flag potential concerns, or even offer preventative guidance. And because Apple controls the hardware, they could run that AI model entirely on-device. That means your health data stays private, living only on your phone or watch, not bouncing around in the cloud.

Apple’s unique position here — owning both the hardware and the operating system — gives them access to a depth of personal health data that no off-the-shelf Large Language Model could ever touch. Combine that with their Neural Engine and you have a real opportunity to do something both powerful and private.

This also feels like a moment for Apple to make a statement with “Apple Intelligence.” So far, Apple’s AI initiative has been underwhelming and disappointing. This could be a way for them to reset expectations with something carefully designed, respectful of privacy, and genuinely useful.

Of course, this only works if they get it right. Rushing something half-baked out the door won’t cut it, especially when people’s health (and Apple’s AI reputation) is at stake. But if they take their time and nail the execution, this could be a defining moment for Apple’s AI efforts and one more key feature that saves lives.

I hope the rumor’s true and that Apple gives this the time and resources it deserves. It could be something special.