Apple’s Worldwide Developers Conference on Monday will show whether the company can become a major player in the rapidly advancing field of artificial intelligence, marking a critical moment for a company caught like a deer in the headlights, forced to scramble and ink partnership deals in an effort to catch up to rivals.
Mark Gurman for Bloomberg News:
Against that backdrop, Apple promises to demonstrate its AI prowess during a keynote address at its annual Worldwide Developers Conference, which starts at 10 a.m. California time. The company will lay out a suite of features that it calls Apple Intelligence, people familiar with the matter have said.
While Apple launched Siri in 2011, its voice technology was quickly overtaken by Alexa from Amazon.com Inc and Alphabet Inc.’s Google Assistant. AI took another leap with OpenAI’s ChatGPT at the end of 2022 and rival services from Google, Microsoft Corp., Meta Platforms Inc. and others during 2023.
Adding to the pressure: Samsung Electronics Co. — Apple’s biggest smartphone rival — integrated Google AI features into its devices earlier this year.
The shift to artificial intelligence promises to be a big opportunity for Apple if it can hone its technology and catch up with rivals. AI-based operating systems will change how people gather information, create and edit content, and navigate their devices.
At the event, Apple will show how it’s weaving AI features into its next software updates: iOS 18, iPadOS 18, and macOS 15. [watchOS 11 as well. – MDN Ed.] The company is also planning a more powerful version of Siri.
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“forced to scramble and ink partnership deals in an effort to catch up to rivals.”
“forced to scramble and ink partnership deals with rivals in an effort to catch up to rivals.”
fixed
To be fair, based on this keynote OpenAI isn’t really a rival, it doesn’t look like Apple is even going to compete at that level for years if ever. What we saw today was a typical baby-step upgrade to a re-branded Siri which is now also a glorified voice-activated Shortcuts app. They didn’t even mention that it was capable of stringing together requests, it’s just “The New Siri” and the biggest change may be the app icon.
I fear this thing is just opening a vast new vista of frustration created by the illusion that Siri can do more than it actually can (same problem as for the last 13 years but on steroids). On the plus side I don’t plan to buy an iPhone 15 or 16 any time soon because NOTHING I saw today excited me in the least and I listened and watched closely to everything. As a shareholder I at least hope that the masses don’t follow tech news closely enough to realize that Apple swung and missed on this update.
Nothing stands out, except it’s obvious Marketing had some power-sessions to stretch and rename functionalities. Besides, so much of Apple’s mindset it to create little tools that seem neat, but are hardly liberating, or multiply one’s effectiveness. Sure, there are some, but by far the minority. Any co that keeps a Dump Rock at dumb rock level for 13 yrs is distracted, misguided and or reveling in dollars wrought by another cash cow. Also, why in the H are most of these mostly marketing “revelations” not released until Fall? AI_”Apple Intelligence”_lame as presented.