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Apple just showed plans to incorporate artificial intelligence into all its major products, from translating phone calls to providing a smarter search bar on the Mac.
The update is not as flashy as the announcements from the past two years. This has marked a major change with the introduction of Apple Vision Pro and Apple Intelligence AI. But they still gave consumers and Wall Street a clear picture of how APIING's AI ambitions will affect its product as its biggest rival barrel in AI races.
Apple's weekly global developer conference was teased with the catchphrase “On the Horizon,” and began with a keynote address from its headquarters in Cupertino, California, on Monday at 1pm.
The update announced at the event includes AI features such as a smart “training buddy” that provides personalized motivation through the Apple Watch, improving “visual search” to browse the web of objects in mobile phone images (shoes seen in Instagram posts).
The more modest improvements introduced at WWDC this year suggest that Apple may aim for what they believe they can offer at this time. And rather than trying to create a Killer AI app, the company says that the late Ai-Hanced Siri is still in the works. iPhone makers hope that Apple Intelligence will interact with all the tools, with users a little smarter and more convenient.
However, one of the announcements made at Monday's event is unlikely to change the perception that Apple is behind AI competitors. Many of the updates have already been available on Google and Samsung Android phones for quite some time.
This event comes when Apple was in a terrible need for victory. Aside from the sudden AI competition, the company is still having a tough year, with iPhone sales continuing to grow and trade wars threatening to force the company to raise prices.
iPhone makers have a large installed base, that is, people using its products, and now have over 2 billion active devices in total. This means that even if Apple isn't rolling out software innovations first, many people will use Wind Up using versions. However, analysts were worried if Apple failed to make the impression Advances in AI, consumers may start thinking that iPhones and other devices are “not cool anymore,” Baird's managing director Ted Mortonson told CNN.
For at least for now, Apple appears to have done well, but a true test will be made when the company launches new software in the fall.
“The subtle addition of Apple Intelligence across key services helps raise awareness and provide confidence to users to drive further engagement,” Paolo Pescatore, founder of Tech Analyst and PP Foresight, said in an commentary with an email following his keynote address.
This is the highlight of Apple's WWDC keynote speech on Monday.
Apple has introduced AI-enabled live translations for messaging, FaceTime and phones, all across devices to make it easier to talk to people who speak different languages.
The live translation feature is available on iPhones, Macs, Apple Watches and iPads, and works even when users are wearing AirPods.
This service allows you to create Apple devices Competitiveness with rival products such as Google's Pixel Buds Samsung Galaxy's phone and Meta Ray-Ban Smart Glasses already allow live translation.
Phone and messaging improvements
Updates displayed in Messages and Phone app Please aim It makes it easier for users to ensure that they talk to people they want when they want.
Apple is improving call screening that helps users measure when calls from unknown numbers may be scammers or telemarketers. This tool automatically answers calls from unknown numbers and retrieves the caller's name and reason for the call before displaying a text response when the phone rings.
In a message, users can screen for fraudulent texts more easily, as unknown senders begin to appear in another folder.
Hold Assist Apple's phone app is on hold This allows users to queue without listening to the annoying hold music. That may sound familiar to Android fans. Google already offers this feature.
The message also supports fun and colorful backgrounds and polls, encourages group chats and increases competitiveness with Meta's WhatsApp.
There was pressure on Apple to prove that Apple Intelligence justifies the purchase New iPhone or Mac.
Overall, Apple's AI announcement was more evolutionary than revolution. As Dan Ives of Wedbush Securities Analyst said, Apple “has made it safe and close to the vest after last year's failure.”
Perhaps the biggest update to AI is that Apple has opened AI models on its devices for third-party app developers. This means iOS users can see more AI-enabled features in apps like Kahoot and Alltrails.
This technology also appears in services like Apple Maps. This remembers the user's preferred route. For example, if you often stop a particular coffee shop while you're working, adjust your direction accordingly. Apple Watch's new “training buddies” analyzes user health and fitness data to provide personalized information and motivation during exercise. Visual Intelligence now allows users to search the web based on images on the screen.
One thing Apple didn't elaborate is the plan for a more capable and AI-enhanced Siri, which it first announced at WWDC last year, but later delayed indefinitely.
“As we share, we continue our work to provide the capabilities that make Siri even more personal,” Craig Federighi, Apple's senior vice president of software engineering, said Monday. “This task took more time to reach a quality bar and I look forward to sharing more next year.”
“The silence surrounding Siri was deafening,” Forrester's vice president and principal analyst, Dipanjan Chatterjee, said in an email.
“Although Apple continues to fine-tune the functionality of Apple Intelligence, the amount of text corrections and cute emojis can't fill the yawnings of the intuitive, interactive AI experiences that Siri knows can do when ready,” Chatterjee said in an email. “I don't know when that will happen.”
Every Apple device gets a new look called “Liquid Glass,” inspired by the Vision Pro's translucent software display.
The new design features a see-through visual that appears to have a shiny surface. This is the company's biggest software design overhaul since launching iOS 7 in 2013, said Alan Dye, vice president of Apple's Human Interface Design, during the event.
Additionally, while the name of Apple's latest operating system releases is typically increased by one year (i.e., IES 17 to iOS 18), the update announced on Monday that it will jump to OS 26 for all of its devices.
With this change, the OS Naming Convention will be made in line with the year in which the customer uses it. The version announced on Monday will be live on Apple devices from fall 2025 to fall 2026. It also creates consistency across all Apple devices that were previously available. This is because different operating system version numbers (for example, MacOS 15 and Watchos 11) were released in different years.
“The focus was not only on Apple customers using individual devices, but also on bridges between devices and applications that not only cross the ecosystem, but also create integrated, integrated experiences,” says Chatterjee.
Better Mac and iPad Productivity
Apple is introducing two major changes that could make it easier for people to make things easier on their Mac computers and iPads.
Thanks to Apple Intelligence, Mac's Spotlight search feature can now perform actions on behalf of users of various apps, such as sending emails without leaving the home screen. This could be Apple's answer to AI agents in companies such as Google, Openai, Amazon and more.
Importantly, the iPad has better support for Windows, and could potentially make Apple's tablets a stronger alternative to traditional laptops. Users can change Windows and when users close and resume them, they maintain their size, Tile-like layouts make multiple windows easier to use.
