
I’ve written about this before (Snapple: Apple should buy Snap), and the case has only grown stronger.
Apple’s recent struggles with AI and AR/VR reveal a deeper issue: a lack of visionary leadership. Tim Cook, now 63, is a master operator, but Apple no longer leads the innovation curve like it once did under Steve Jobs. Siri has stagnated, the Vision Pro is a technical marvel that few people want to wear, and Apple’s AI strategy has largely been catch-up rather than forward-thinking.
In summary, Apple’s recent struggles include:
- Siri’s stagnation: Little improvement in over a decade, falling behind smarter AI assistants.
- Generative AI hesitation: No clear AI strategy articulated, drawing industry criticism for lack of vision.
- AR product delays: Postponed AR glasses as lighter alternatives to Vision Pro, while competitors move faster.
- Incremental updates: Few groundbreaking changes to flagship products (e.g. iPhone) in recent years.
Meanwhile, Snap is quietly eating Apple’s AR lunch. Over 250 million people use Snapchat’s AR Lenses every day. Their fifth generation Spectacles are already in the hands of developers, enabling real-time voice and gesture control. Evan Spiegel, who founded Snap at 21, isn’t just building fun filters—he’s building the foundation of the augmented future. Snap is now investing $1.5B annually in AI and has already launched a GPT-powered assistant in Snapchat. And they’re not just investing—they’re shipping.
Some concrete highlights of Snap’s innovation under Spiegel include:
- Mass AR adoption: Over 250 million people use Snapchat’s AR Lenses daily, showcasing Snap’s success in making AR mainstream.
- AR Glasses development: Snap has released five generations of Spectacles AR glasses, pioneering wearable AR in a consumer context (years ahead of Apple or Meta in offering such devices to developers).
- Integrated AI features: Snapchat was among the first social apps to launch a GPT-powered chatbot (My AI) for users, and it continues to add AI-driven creative tools (like AI filters and voice changers).
- Patent portfolio: Snap has secured patents for core AR technologies (e.g. optical systems for AR eyewear) and novel AI applications, underlining its R&D commitment.
- Culture of new ideas: Even facing copycat competition from much larger companies, Snap’s leadership has consistently introduced unique features (Stories, Bitmoji avatars, Snap Map, etc.), reinforcing its reputation as an innovator rather than a follower.
This is a leadership problem. Apple’s current executives may understand balance sheets and supply chains, but they don’t seem to understand what it takes to win the next platform shift. Innovation in AI, AR, and VR is being driven by younger founders with bold ideas and a bias for action. Apple needs to inject that energy into its DNA.
Buying Snap would give Apple the product vision it desperately needs. It would give them a youth-focused brand, a powerful AR platform, and a social graph that could finally make their hardware truly social. Most importantly, it would give them Evan Spiegel—a product visionary with a proven track record and a long runway ahead of him.
Snapchat may look like a camera app to some, but it’s really a wedge into the future. Apple should pay attention—before Meta or someone else does.
