The tech giant is facing strong competition from Huawei and Samsung, and is in discussions with OpenAI and Google to enhance iPhone features. Apple is significantly lagging behind its competitors since it no longer has Steve Jobs and Jony Ive. In fact, all the supposedly new Apple models since the iPhone 12 haven't really introduced anything significant in the field of technology in general, and artificial intelligence in particular. Apple has remained very profitable, but not because of its innovations, but rather due to its traditional control of the mobile phone market, which was established by Steve Jobs and Jony Ive, who, as mentioned, are no longer available to Apple, which since then has been producing new models with new names but with very few real innovations that justify buying a new phone.