[CUPERTINO, United States] Despite Rival's advances with technology and Wall Street has expressed doubts about its strategy, Apple on Monday went the cautious path to embracing generation AI.
Apple has made sure that iPhone Juggernaut improves Siri Voice Assistant with AI generated by it, so that it doesn't disappoint Apple after a year after promised that iPhone Juggernaut couldn't maintain it.
The annual WWDC is addressed to developers who build apps and tools to run the company's products.
Despite last year's disappointment, Apple claimed so much in the AI race on Monday, announcing an incremental update to its Apple Intelligence software, including the ability for app makers to access the device's AI capabilities directly.
This allows users to engage with apps using generated AI while offline, allowing them to interact with ChatGpt styles, for example in hiking apps.
Apple CEO Tim Cook briefly stated that Siri's AI makeover is still in development and “we need more time to fill a high-quality bar.”
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“We're making progress and look forward to getting these features to our customers,” he added.
For Gadjo Sevilla, senior analyst at Emarketer, “The delay in Apple's internal AI efforts will continue to be scrutinized.”
“In particular, rivals like Google and Samsung are making progress by introducing new on-device AI capabilities, or partnering with AI startups like Perplexity (in the case of Samsung) to provide AI capabilities to users,” he added.
The biggest announcement at the event was to rename Apple's operating system, as the release year will be released.
The next operating system is iOS 26 and will be available on all Apple devices, including Mac, Watch and Vision Pro headsets.
Today, Apple's operating systems have very different nomenclatures between devices. These include the current iOS 18 on the iPhone and the MacOS 15 for Mac computers.
Apple has also announced that the new operating system will be its first major iOS redesign since 2013, calling the new look “Liquid Glass.”
Wall Street has been split
The relationship between Apple and App-Making developers has been strained in recent years, with developers stoking high prices for iPhone makers to access the App Store.
Marathon lawsuit by Fortnite Maker Epic Games ended with Apple being ordered to enable external payment systems to be used in the US app store.
What makes Apple's direction question is the fact that Jony Ive, the legendary designer behind the iPhone, has worked with ChatGpt Maker Openai to create a potential rival device for its involvement with AI.
Apple also has to deal with tariffs imposed in the trade war with China by US President Donald Trump. This is a key market for sales growth and where most iPhones are manufactured.
Trump also threatened to attack Apple with tariffs if production of the iPhone was not moved to the US. This is a change that analysts say, given the costs and capabilities needed.
Wall Street analysts remain divided into Apple's outlook, down about 17% since the start of the year, wiping more than US$600 billion from market value, and far better by large tech rivals.
Some analysts optimistic about Apple's long-term AI monetization potential are worried that the company's careful approach could cost more in the long term.
“After last year's misstep, Cupertino is safe and close to the vest, leaving major Apple Intelligence progress no longer,” said Dan Ives of Wedbush Securities.
“There's a high confidence that Apple can do this right, but they have a solid window to understand this,” he added. AFP
