Apple Faces Calls To Reboot AI Strategy With Shares Slumping

Apple is facing pressure to shake up its corporate playbook to invigorate its struggling artificial intelligence efforts. From a report: Alarmed by a share slump that's erased more than $640 billion 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.

'Historically Apple does not do big mergers and acquisitions,' said Citigroup Inc. analyst Atif Malik, noting that the last major deal was its takeover of Beats in 2014. But, he argues, 'investors would turn more positive if Apple could acquire or invest a meaningful stake in an established AI provider.'

Apple shares have fallen 16% this year while traders bid up the shares of peers like Meta, which is spending lavishly on AI. While Apple faces other problems, including its exposure to tariffs and regulatory issues, disappointment in bringing compelling AI features to its vast ecosystem of devices has become top of mind for investors.

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