Apple’s annual Worldwide Developers Conference on Monday is expected to mark the company’s entry into generative artificial intelligence, positioning it as a latecomer to a technology frontier anticipated to be as revolutionary as the iPhone itself.
The eagerly awaited showcase of AI embedded in the iPhone and other Apple products will be the highlight of an event that traditionally previews the next version of software powering Apple’s hardware lineup. The upcoming software is expected to be loaded with AI features, enhancing the capabilities of Siri, and improving experiences with photos, music, texting, and even on-the-fly emoji creation.
True to its secretive nature, Apple hasn’t disclosed details about Monday’s event at its Cupertino, California, headquarters. However, CEO Tim Cook has hinted at Apple’s ambitious plans to enter the AI space, which has seen a surge in industry interest over the past 18 months.
The AI boom has significantly boosted the market value of Nvidia, the leading chipmaker for AI technology, propelling its market value from about $300 billion at the end of 2022 to roughly $1 trillion. This surge briefly allowed Nvidia to surpass Apple as the second most valuable company in the U.S. earlier this year. Microsoft also eclipsed Apple earlier this year, driven by its successful AI initiatives.
Analysts have expressed concerns that Apple might be lagging in the fast-evolving AI sector, especially given the company’s recent sales slump. Competitors like Google and Samsung have already launched smartphones with AI features as key selling points.
Analysts such as Dan Ives of Wedbush Securities see Monday’s conference as a critical moment for Apple, potentially catalyzing significant growth. Ives estimates that integrating AI into the iPhone, iPad, and Mac could add $450 billion to $600 billion to Apple’s market value. He noted in a research report that Monday’s conference “represents the most important event for Apple in over a decade as the pressure to bring a generative AI stack of technology for developers and consumers is front and center.”
AI enhancements could particularly benefit Siri, which Forrester Research’s Dipanjan Chatterjee has called an “oddly unhelpful helper.” Meanwhile, OpenAI’s ChatGPT and Google’s AI “agent” Astra are advancing rapidly, with Astra being capable of seeing and remembering things.
Rumors suggest that Apple might also collaborate with OpenAI to incorporate elements of ChatGPT into the iPhone. This move would follow Apple’s pattern of making a significant entrance into trending technologies at its developers conference.
This year’s conference could be a pivotal moment for Apple, potentially revitalizing its growth and competitiveness in the AI landscape.
