Apple hasn’t released a compelling new product since the iPhone in 2007. It’s time to take radical action. 

Here are 3 startups John Ternus should acquire today…

Instinct

Siri sucks. Apple Intelligence does nothing.

It’s time for John Ternus to buy Instinct.

Instinct is everything Siri isn’t. It’s an assistant that’s actually helpful and easy to use.

On Sunday night, I booked a flight home for Christmas that Instinct found for me. It cost about half what I was expecting to pay!

Instinct is valued at $10 billion today. For $20-50 billion, Apple could easily pick it up. 

In addition to a great product, Apple gets one of the strongest teams in AI. Ternus could appoint Instinct founder Noah Shinn as the head of Apple AI, like Zuck did with Alexandr Wang. 

At under 1% of Apple’s market cap, this deal is a no brainer. 

Wispr Flow

I have a sore throat today. So for the first time in forever, I’m actually typing instead of using Wispr Flow.

It’s so painful! I resent every key stroke. 😂

But you know what sucks? When I turn on Wispr Flow, I have to switch between the Wispr app and the app I’m writing in.

Wispr Flow can’t control this. It’s an Apple security thing.

Why doesn’t Apple just buy Wispr Flow?

Apple could integrate it and replace the garbage dictation tool they have now. This would make every iPhone way more valuable. 

Wispr Flow is valued at $2 billion. For $5 billion, Apple could swallow it whole. That’s just 0.1% of market cap.

Figure

My last acquisition idea for Apple is a wildcard…a humanoid robot.

Of all the humanoids out there, Figure is the most advanced. They’ve done demos in 30 houses — something I’ve never seen from any other robot.

Apple could buy Figure for around $100 billion, a healthy premium to its current $40 billion valuation. Figure becomes the new iPhone — the key product that makes the company.

Imagine an Apple robot in every house. It cooks, cleans, and answers questions. 

Apple leases us the robot for $500 a month. This could be the biggest business in the world.

And at 2% of Apple’s $5 trillion market cap, why not?

Wrap-Up

Three checks. About $150 billion — just 3% of Apple’s market cap.

Instinct becomes your assistant. Wispr Flow is the interface. Figure takes care your home. 

Or, Apple can just keep selling iPhones and wait to be disrupted.

Your move, John.

P.S. Kudos to This Week in Startups for giving me the idea for this post. See the 5 companies Jason and Lon think Apple should buy here. 

More from the blog: 

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