Apple looks like it’s finally getting into the generative artificial intelligence (AI) space, even though some say that the company is late to the party. Nevertheless, lagging behind Microsoft, Google, OpenAI, and other major players in the generative AI space, experts expect the Cupertino-based to make its first major generative-AI-related announcement later today.
AI on Apple’s agenda (at last)
At Apple’s annual World Wide Developers Conference (starting on Monday, June 10th), insiders report that the company’s move into generative AI will dominate the agenda. Tim Cook, Apple’s CEO, will likely unveil Apple’s new operating system, iOS 18 later today. Industry experts predict that the software update will be a major element underpinning the company’s generative AI aspirations.
In addition to software, Apple typically also unveils its next hardware generation at the conference.
The next generation of Apple products will likely be the first to have AI capabilities baked in. Apple is far from the first company to hit the market with devices designed with AI in mind, however. Google’s Pixel 8 smartphone launched late last year and Samsung’s Android-based S24, which hit the market in January, are both use Google’s Gemini AI.
Tech giants are launching a growing wave of “AI” devices designed to do more AI computing locally rather than in the cloud (like Chat-GPT, for example), which supposedly reduces strain on digital infrastructure and speed sup performance. Reception to the first generation of AI PCs, smartphones, and other devices like the Rabbit R1 has been mixed, however.
However, the technology is advancing rapidly, and Apple’s reputation for user-friendly, high quality consumer devices could mean it has the potential to capture a large slice of the AI device market. Apple currently controls just under a third of the global smartphone market, while iOS computers have a market share just above 10%.
Late to the generative AI party?
Some more optimistic experts suggest that Apple’s reticence to release generative AI products before being confident in the quality of life improvements the technology can deliver is a good thing. “Apple’s early reticence toward AI was entirely on brand,” wrote Dipanjan Chatterjee vice president and principal analyst at Forrester. “The company has always been famously obsessed with what its offerings did for its customers rather than how it did it.”
However, Leo Gebbie, an analyst at CCS Insight, told the Financial Times that Apple’s leap into the AI pool may not be as calculated as some believe. “With AI, it does feel as though Apple has had its hand forced a little bit in terms of the timing,” she said. “For a long time Apple preferred not to even speak about ‘AI’ — it liked to speak instead about ‘machine learning.’”
She added: “That dynamic shifted maybe six months ago when Tim Cook started talking about ‘AI’ and reassuring investors. It was quite fascinating to see Apple, for once, dragged into a conversation that was not on its own terms.”
Whether or not Apple’s entrance to the generative AI race is entirely willing or not, there’s no doubt that the inclusion of the technology in Apple devices could mark another major inflection point for AI adoption among consumers.
Industry experts believe that this week’s announcements will constitute a major milestone for the tech sector. Given the widespread use of Apple devices, the success or failure of generative AI embedded into the iPhone, iPad, Apple Watch, Mac computers and other devices will undeniably have some serious consequences for the technology.
- Data & AI
