Apple Inc. is at a pivotal crossroads, with analysts warning that the tech giant could face a fate similar to BlackBerry’s dramatic decline if it fails to fully integrate generative artificial intelligence into its core products. According to a recent report from Business Insider, the company risks a “BlackBerry Moment” by not aggressively embracing AI, much like how BlackBerry clung to physical keyboards while touchscreen smartphones revolutionized the market.

This caution comes amid growing concerns that Apple’s iPhone, once the undisputed leader in mobile innovation, might be losing its edge in an era dominated by AI-driven advancements. Industry observers note that while Apple has made strides with features like Apple Intelligence, the pace of integration has been criticized as too slow, potentially leaving the company vulnerable to competitors like Google and Samsung who are rapidly advancing their AI capabilities.

The Echoes of BlackBerry’s Fall

BlackBerry’s downfall serves as a stark historical parallel. The Canadian firm dominated the smartphone market in the early 2000s with its secure email and keyboard-centric devices, but it dismissed the rise of touchscreens and app ecosystems pioneered by Apple’s iPhone in 2007. As detailed in analyses from Firstlinks, BlackBerry’s reluctance to adapt led to its market share plummeting from over 50% to near irrelevance by 2013.

Similarly, Apple now faces the rise of “agentic AI” – systems that can act autonomously on behalf of users – which could redefine user interactions beyond traditional apps and interfaces. If Apple doesn’t pivot swiftly, it might miss the boat on this technological wave, echoing BlackBerry’s missteps.

Analyst Warnings and Market Pressures

Prominent analysts, including Dan Ives from Wedbush Securities, have been vocal about Apple’s need to accelerate its AI strategy. In a piece covered by Sherwood News, Ives described Apple as “on a park bench drinking lemonade” while AI innovation transforms the world, urging the company to invest heavily in generative AI to avoid obsolescence.

The stakes are high for Apple’s flagship iPhone, which still accounts for over half of the company’s revenue. Recent quarters have shown sluggish iPhone sales, with reports from Business Insider highlighting challenges in boosting demand through AI features alone, especially amid geopolitical tensions like tariffs on Chinese manufacturing.

Apple’s AI Challenges and Responses

Internally, Apple has been ramping up efforts, including significant investments in AI talent and infrastructure. Salary data revealed by Business Insider shows machine learning engineers earning up to $312,200, underscoring the company’s push to build competitive AI capabilities. However, critics point out that Apple lagged behind in foundational AI building blocks, as noted in comparisons with Google from the same publication.

Tim Cook, Apple’s CEO, has publicly embraced AI as the “next iPhone moment,” according to statements reported by Digital Watch Observatory. Yet, events like WWDC 2025, where updates to Siri fell short of expectations, have left Wall Street underwhelmed, per Business Insider coverage.

Looking Ahead: Risks and Opportunities

For industry insiders, the key question is whether Apple can leverage its ecosystem strengths – seamless hardware-software integration and a loyal user base – to catch up in AI. Positive signs include strong Q3 2025 results, with robust services growth and AI ambitions highlighted in reports from AInvest and 24matins.uk.

Nevertheless, the threat of a BlackBerry-like decline looms if Apple doesn’t innovate aggressively. As generative AI evolves, potentially enabling new hardware paradigms, Apple’s ability to adapt will determine if the iPhone remains a market leader or becomes a relic of past glory. Insiders will watch closely as 2025 unfolds, with the company’s AI roadmap critical to its long-term dominance.