Should Apple do something big to keep up with AI?

Should Apple open its wallet?

Apple's annual developer conference is usually a must-see event of what it reveals about the iPhone giant's plans.

But this year's event is worth more attention as to what it is I didn't do it Focus: Advances in artificial intelligence tools. For skeptics, it only highlights the weaknesses of Apple's rapidly growing technology, raising the question of whether the company needs to follow and make flashy purchases to keep up with rivals like Meta.

Previously, this year's global developer conference has been underestimated by AI tools. Just as Apple has focused more on new designs for iPhone and Mac software.

Yes, users will soon be able to access live text messages, visual search and shop features. But that's far from the big promises Apple made last year – many of which remain unfulfilled – not to mention what their competitors have introduced. Google has announced an AI search feature that works like a chatbot. Amazon showed off Alexa, which helps you book tickets for the concert.

Apple has caught up with it before, but analysts are worried. “The big risk is that you can go to ChatGpt on users or other products that consumers rely on,” Carolina Milanesi, principal analyst at research firm Creative Strategies, told The Times.

The rivals are far more aggressive. Latest example: Meta is creating a lab to pursue virtual AI technology that surpasses the capabilities of the human brain. To bolster that effort, Facebook's parent company plans to invest billions in scale AI that helps customers train AI systems, with startup CEO Alexandr Wang joining the lab.