Apple is expected to argue next week that it will not be left behind as its rivals in the tech world forge ahead with artificial intelligence.
Artificial intelligence, and perhaps even a partnership with ChatGPT maker OpenAI, will likely be a key topic at Monday’s opening of Apple’s annual WWDC developer conference in Silicon Valley, according to analysts.
The conference is an annual jamboree for developers who build apps and software for Apple’s ecosystem, and CEO Tim Cook will work hard to convince them that the company is a key player in artificial intelligence as rivals Microsoft and Google innovate in tandem.
While Apple has quietly included AI features in its iPhones, iPads and Macs for years, it has yet to solidify its overall strategy or adopt the ChatGPT-style genetic AI that took the world by storm in late 2022.
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Apple’s share price has been on a rollercoaster ride since the artificial intelligence revolution, but the company’s Wall Street faithful see next week’s announcements as the start of a new chapter for the iPhone maker.
“WWDC represents the most important event for Apple in over a decade, as the push to bring a productive AI technology stack to developers and consumers is front and center,” Wedbush Equities senior analyst Daniel Ives told AFP .
At the center of the announcements will almost certainly be an update to Apple’s iPhone operating system that is expected to give artificial intelligence a central role, according to Ives.
It also envisions a “flagship” OpenAI partnership that includes a dedicated chatbot, which could be part of an upgrade to the much-talked-about Siri virtual assistant.
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Since Apple makes most of its money from selling iPhones and other hardware, AI integrations will likely focus on its devices and services that work together more seamlessly, Creative Strategies analyst Carolina Milanesi said.
“At the end of the day for Apple, it’s about getting people to upgrade their iPhone,” Milanesi said.
“We’ll see if Apple gives them a compelling reason to do so.”
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Apple’s rival Microsoft has “thrown down the gauntlet” by introducing AI-powered capabilities to Windows PCs to challenge MacBook laptops, according to Techsponential analyst Avi Greengart.
“Time is critical for Apple,” said Emarketer senior analyst Gadjo Sevilla.
The announcements at WWDC will be a “touchstone” for Apple’s ability to integrate ChatGPT-style genetic AI into all its devices and services, he said.
“Any mistake by Apple at this juncture could see it lose its place as a technology leader, especially as it now sits between two AI giants with real products and rolling out roadmaps that are well underway over the next two years Β».
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Earlier this year, Apple lost its spot as the world’s largest company by market capitalization to Microsoft, with AI chip leader Nvidia closing in fast.
CEO Cook and his teams have already stated their intention to answer the AI ββchallenge by putting more powerful and ready AI chips in the latest iPad and MacBook versions.
But the big challenge for Apple is how to infuse the technology into its products without weakening its much-touted privacy and security, analysts say.
ChatGPT-like AI is voraciously feeding data, and Apple will be in a difficult position to fight the AI ββrace while living up to its traditional position of protecting data privacy.
“Too much control of an AI ecosystem could cause Apple to lose ground or fall behind while other companies move fast and break things,” Seville said.
As it goes, Apple has no choice but to enter the fray.
Market-tracker Canalys predicts that 16% of smartphones shipped globally this year will be AI-capable, with that share rising to 54% by 2028.
Source: AFP