Apple is gearing up to tackle the AI race by unveiling iOS 18 at an upcoming developers conference, amidst competition from Google, Samsung, and other tech giants. With pressures to adopt AI innovations, Apple aims to position itself as a key player in the evolving tech landscape.
In June 2023, Apple CEO Tim Cook announced the Vision Pro, a mixed-reality headset, at Apple’s annual developers conference. However, the event lacked any mention of “generative AI,” a technology that gained significant traction with OpenAI’s ChatGPT launch six months prior.
Google and Samsung have introduced AI-integrated smartphones like the Pixel 8 and the Android-based S24, powered by Google’s Gemini AI models. Other competitors, such as Microsoft, Qualcomm, and AMD, have also made strides in AI technology.
As of now, Apple has yet to release an iPhone emphasizing AI features, despite launching M4 chip-powered iPads in May. The company has faced antitrust scrutiny from the EU and the Biden administration alongside a period of stagnating iPhone sales, although its shares have rebounded.
Apple aims to address these challenges at the upcoming developers conference by unveiling iOS 18, which is expected to include extensive AI features. Analysts believe the stakes are high for Cook to position Apple as a key player in the AI race.
Historically, Apple has focused on perfecting existing technologies rather than pioneering new ones. Despite this, there’s pressure for Apple to adopt AI innovations promptly. The company has recruited top AI talent, such as John Giannandrea from Google Brain, and possesses advanced neural network hardware in its A17 Pro chip.
Analysts predict that AI-integrated smartphones could comprise 43% of global shipments by 2027. Apple’s strategy includes potentially enhancing Siri with generative AI capabilities and forming partnerships with AI leaders like OpenAI.
As competition intensifies, Apple faces the challenge of convincing consumers of the necessity and benefits of AI features, while also maintaining strong user privacy by running AI applications locally on devices.
The upcoming conference may also signal a partnership with OpenAI or Google as Apple seeks to incorporate generative AI across its ecosystem, providing new tools for developers.
Experts suggest it would be premature to count Apple out, despite its late entry. The AI race, they argue, is only just beginning.
