Apple’s AI Strategy Outshines Microsoft’s Copilot Missteps

Apple’s approach to AI is proving more effective than Microsoft’s Copilot+ rollout, which has suffered from poor execution and user confusion. While Microsoft was first to launch AI-integrated devices, its failure to properly market and refine features like Recall and Cocreator has left users disengaged. In contrast, Apple’s Apple Intelligence initiative, combined with hands-on store experiences, is driving broader adoption. As a result, Apple is poised to gain market share, while Microsoft struggles to retain its lead in desktop AI.