Apple's annual Worldwide Developers Conference (WWDC), where the company unveils new technical features for its software programs, is usually less flashy than the event it holds each September to launch the latest iPhones. But this year's WWDC could be a make-or-break moment for the tech giant.
That's because CEO Tim Cook is expected to unveil a strategy for integrating artificial intelligence into Apple's technology, an area Wall Street analysts say the company currently lags behind rivals such as Microsoft and Google.
The WWDC announcement could be a “pivotal moment for Apple's future,” according to Wedbush Securities analyst Dan Ives, with the company expected to unveil proprietary AI features for the upcoming iPhone 16. The conference comes at a time when Apple needs to revitalize its iPhone business after sales of the device plummeted 10% in the first three months of 2024, its steepest quarterly decline since the start of the pandemic.
“[W]believe [WWDC] “We are entering an accelerated AI-driven growth cycle in iPhones and Services that will be Apple's story for the next few years,” Ives said in a research note on Sunday.
Here's what you need to know about WWDC.
When is WWDC?
The Worldwide Developers Conference will take place from June 10th to June 14th, with developers attending in person at Apple's headquarters in Cupertino, California.
The event is geared towards developers, where Apple is set to announce new iOS, iPadOS, macOS, watchOS, tvOS, and visionOS technologies. Apple said the event is aimed at helping developers build new apps and games for its devices.
When is the WWDC keynote?
The WWDC keynote will be delivered by Tim Cook at 10am PST/1pm ET. The event can be streamed online on Apple.com or on Apple TV.
What is Tim Cook expected to announce at WWDC?
Ives said Apple plans to formally announce a partnership with OpenAI that will include an OpenAI chatbot, and he added that Apple may also consider running AI programs on its own chips.
“We also believe Apple will lay the foundation for an AI App Store as developers build consumer apps on the AI stack that Cook will unveil at WWDC, leading to even more services growth over the next few years,” Ives said.
The WWDC keynote may also feature details about Apple's upcoming iOS 18, which may include additional AI features, he added.
“WWDC is breaking new ground for Apple,” Ives said. “We believe it starts with Apple, introducing AI to our critical developer community and laying the foundation for bringing generative AI to consumers.”
