KeynoteUSA— Apple is about to kick off perhaps its biggest event in years as it faces a host of challenges.
At its annual Worldwide Developers Conference starting Monday, the company is expected to announce a partnership with ChatGPT maker OpenAI and unveil the first batch of generative AI tools coming to its mobile operating system.
A big push toward AI could spur iPhone sales and service growth in the coming years, just as users do now. Waiting longer to upgrade their devices and an uncertain economic environment weighs on consumers, particularly in China. The company also faces regulatory scrutiny in Washington and this week was approved by chipmaker Nvidia as the second-largest public company in the United States.
“We see generative AI as a key opportunity across all of our products and believe we have differentiating advantages there,” Apple CEO Tim Cook said on the company’s most recent earnings conference call in early May. , pointing out that The company would announce the news in the “coming weeks.”
The timing is also noteworthy: Apple is not always the first to adopt and integrate emerging technologies (it typically researches, develops, and aims to perfect new technologies for years before including them in new products), but the speed at which the world is adopting Generative AI is growing. perhaps expediting the company’s need for a smartphone with the latest technology.
According to Wedbush analyst Dan Ives, the company that bets on AI “will usher in a new frontier for Apple,” one that will have a lasting impact on its products and services.
Here’s a closer look at what to expect at Apple’s big event:
Siri on an older iPhone model
AI, AI, and more AI
Apple is expected to call its AI initiative “Apple Intelligence” and opt-in only. It will require an iPhone 15 Pro or a device with an M1 chip or newer, according to a new report from Bloomberg.
Perhaps the most obvious way Apple could embrace generative AI (the animated form of artificial intelligence that can provide thoughtful, comprehensive answers to questions) is through Siri, the company’s virtual assistant with a hit-or-miss track record. An integration with OpenAI’s latest ChatGPT-4o model could catapult Siri years ahead by turning the feature into an iPhone chatbot.
This could allow Siri to perform specific tasks such as remembering a photo taken years ago on the device or answering detailed questions about the weather, news, or trivia. Over time, it could learn the user’s preferences and even personality and respond accordingly.
Looking at how competitors have already introduced generative tools, AI-powered features for the iPhone could probably also help users summarize and compose emails or bring information to the screen of a device with a finger gesture. It is also likely to automatically and seamlessly adapt to users, based on voice, audio, and natural language, along with images and contextual cues.
“Generative AI will enable next generations of iPhones to become a sixth sense, allowing us to scan and interact with the world around us,” Thomas Husson, an analyst at market research firm Forrester, told KeynoteUSA.
It could also mean changes for the entire Apple ecosystem by incorporating AI into its applications, such as Apple Maps, iMovie, and iPhoto. Some analysts Apple is expected to release tools for brand developers and app creators to create new experiences.
Reece Hayden, a senior analyst at ABI Research, said he expects demonstrations during the event to highlight points where on-device AI brings additional value. He also believes Apple will spend time outlining its long-term vision.
“AI will become increasingly central to Apple’s entire strategic approach, highlighting future R&D efforts, expected investments and acquisitions the company has made to support its proposition,” he said.
Apple expected to partner with ChatGPT creator OpenAI
In the spring, it was reported that Apple was discussing partnership opportunities with OpenAI and Google to boost its artificial intelligence tools. But the company is now believed to have signed a deal with the creator of ChatGPT, a partnership that Apple could He will elaborate on during the keynote speech on Monday.
“If OpenAI is responsible for powering Apple’s AI capabilities, I would expect a formal partnership announcement, as consumers and businesses want to understand the regulations and rules, what they are signing up for, and how their data is being used,” he said. Hayden.
While the partnership would give the company a much-needed innovation boost, it could also hamper Apple’s control over product development and rules and regulations around data collection and privacy, Hayden said.
Apple aligning itself with a company and technology that has yet to earn the public’s trust could pose some risks for Apple in the future. OpenAI continues to face criticism for some of its practices. This week, a group of current and former OpenAI employees demanded that AI companies be much more transparent about the “serious risks” of AI and protect employees who raise concerns about the technology they are building.
The group called on AI companies to foster “a culture of open criticism” that welcomes, rather than punishes, people who express concerns, especially when it comes to regulation. struggles to catch up with rapidly advancing technology.
A focus on privacy and security
Apple has long focused on consumer privacy and security, and that will probably also be reflected in Monday’s announcements.
Companies have recognized the serious risks posed by AI, from manipulation and the spread of misinformation to a loss of control that could lead to human extinction. Many AI researchers and workers have expressed the need to better educate the public about risks and protective measures.
Apple will need to address how the use of this type of technology will affect consumers.
Apple is likely to provide an update to its Vision Pro mixed reality headset, which was announced a year ago this week and released for purchase in February.
During its most recent earnings call, CEO Tim Cook said that more than half of Fortune 100 companies have already purchased an Apple Vision Pro. “(We’re) exploring innovative ways to use it to do things that weren’t possible before,” he added.
Generative AI could potentially push headsets to another level of personalization and immersion and usher in new use cases for businesses, particularly in the educational and medical spaces.
Tuong Nguyen, the director analyst at market research firm Gartner, said any company interested in headphones “has to think about (AI)” across their product lines.
“No one really knows which winner is yet, so they’re putting together all of these use cases right now, with a focus on the enterprise, and making the case for why this is the future of experiences and devices,” he said.
The upgrades could also boost sales of the pricey Vision Pro, which starts at $3,499 and It has reportedly seen weak demand.
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