Apple Must Prioritize AI Strategy to Avoid "Blackberry Moment": Wedbush

Wedbush analysts suggest three key moves for Apple to avoid a "Blackberry Moment" in AI: hiring AI talent, developing Gemini, and focusing on natural language processing. The firm maintains an Outperform rating and $270 price target for Apple stock.

Apple Inc. (NASDAQ: AAPL) faces a critical juncture in its artificial intelligence (AI) strategy, according to Wedbush analysts. The firm has outlined three key moves to avoid a potential "Blackberry Moment" in AI, maintaining an Outperform rating and a $270 price target for Apple stock [1].

The analysts suggest that Apple should acquire Perplexity, an AI search engine, before it becomes too late. Integrating Perplexity with Siri could redefine Apple's AI strategy, potentially offering significant monetization opportunities [3]. Additionally, the analysts advise Apple to bring in outside AI talent to its management team. This move is seen as crucial to changing the AI innovation culture within Apple, which has been disappointing in recent years [3].

Lastly, Wedbush analysts recommend that Apple should fully integrate Google's Gemini AI into its iPhone ecosystem. While the current regulatory environment has created complexity, the analysts believe that OpenAI is not the future partner for Apple. They recommend betting heavily on Google's Gemini AI, which would significantly enhance Apple's AI capabilities [1].

Apple's AI spending remains significantly lower than the combined investments by Microsoft, Meta, Amazon, and Alphabet, highlighting the urgency for the company to ramp up its AI strategy [1]. By focusing on these three key areas, Apple can ensure its AI strategy is not only competitive but also sustainable in the long term.

References:
[1] https://www.ainvest.com/news/apple-prioritize-ai-strategy-avoid-blackberry-moment-wedbush-2508/
[2] https://www.macrumors.com/2025/08/07/apples-ai-problem-not-just-siri-talent-leaving/
[3] https://www.zdnet.com/article/could-apple-create-an-ai-search-engine-to-rival-gemini-and-chatgpt-heres-how-it-could-succeed/