Apple, the tech giant known for its innovative products, is set to unveil significant updates to its artificial intelligence (AI) capabilities at its annual Worldwide Developers Conference (WWDC) on June 10, 2024. The company's push into generative AI has been a topic of much anticipation and speculation in recent months.
Apple CEO Tim Cook has hinted at the importance of AI in future products during previous earnings calls. Marketing chief Greg Joswiak further fueled excitement by teasing major announcements at WWDC with the use of capitalized letters, suggesting a focus on 'A.I.'
Beyond AI, Apple is also expected to unveil updates for iOS, iPadOS, watchOS, macOS, tvOS and visionOS during the event. However, it's the new generative AI-powered version of Siri that has captured the attention of tech enthusiasts and industry analysts alike.
Siri is set to become more versatile by controlling individual features within apps. Apple Intelligence features are expected to enhance apps like Messages, Notes, and Safari. The new capabilities will allow Siri to chat rather than just respond to one question at a time, making it a more conversational and valuable assistant for users.
Apple's competitors in the tech industry have already made significant strides in AI technology. Google, Microsoft, Samsung, and others have introduced generative AI features in their products. Apple's late entry into this arena puts pressure on the company to deliver a compelling offering that sets it apart from its rivals.
The new Siri updates are expected to be accessible on older iPhones as well as forthcoming devices set to launch in the fall. The need for powerful new chips or faster processors may limit the functionality of some features on older devices, but Apple is committed to ensuring that its users have access to the latest technology.
Apple's WWDC event comes at a crucial time for the company. Sales growth has lagged in recent years as customers have been slower to upgrade to new iPhone models. The introduction of AI-powered features could provide a compelling reason for users to upgrade when Apple rolls out the iPhone 16 in the fall.
Investors are counting on Apple to prove it can hold its own in the intensely competitive AI arms race at a time when many of its peers have much more clearly articulated a strategy for the next major wave of tech development. The success or failure of Apple's AI push could have significant implications for the company's future growth and market position.