Apple is set to showcase its AI integration, including a revamped Siri and potential OpenAI partnership, at WWDC 2024, aiming to reassure investors and enhance user experience amid rising competition.
10 June 2024 – At its annual Worldwide Developers Conference (WWDC) 2024, Apple (AAPL.O) is set to unveil significant advancements in artificial intelligence across its software suite, including a revamped Siri voice assistant and a potential collaboration with OpenAI, the owner of ChatGPT. This event is particularly critical as Apple aims to demonstrate its AI capabilities amidst fierce competition from Microsoft (MSFT.O).
With over a billion users worldwide, most of whom are not tech enthusiasts, Apple seeks to illustrate the practical benefits of AI, distinguishing itself from Microsoft’s enterprise-focused approach. “Apple will put on a show,” said Ryan Reith, an analyst at IDC, highlighting the potential to engage consumers in AI.
Apple has long used AI to enhance features on its devices, such as crash and fall detection on its watches. However, unlike Microsoft, Apple has been discreet about these advancements. This year’s conference is expected to change that narrative. In January, Microsoft surpassed Apple as the world’s most valuable company by market capitalization. More recently, AI chip giant Nvidia briefly overtook Apple, reflecting a shift in tech industry dynamics.
“Apple’s reticence towards AI was on-brand, focusing on user benefits rather than technology specifics,” said Forrester analyst Dipanjan Chatterjee. “But the silence is over.”
WWDC 2024 will feature updates to Apple’s apps and operating systems, along with new developer tools. A key highlight will be Siri’s enhanced ability to control third-party apps, facilitated by generative AI. Apple’s expected integration of OpenAI’s technology into iOS 18 could significantly boost the functionality of Siri, making it more intuitive and versatile.
Apple investors are optimistic that these AI advancements will drive iPhone sales, especially with strong competition in China and slower growth in the U.S. Dan Eye, CIO at Fort Pitt Capital Group, anticipates a robust hardware refresh cycle in 2025, potentially limiting new AI features to newer iPhone models to encourage upgrades.
In line with its AI focus, Apple recently introduced a new AI-centric chip in the latest iPad Pro models. Analysts expect detailed insights on how developers can leverage this chip’s capabilities at the conference.
Additionally, Apple may discuss its cloud-computing plans, possibly using its own chips in data centers for the first time. This strategic move would enhance AI features without relying on Nvidia’s processors, maintaining Apple’s commitment to privacy and security through in-house chip design.
The WWDC 2024 runs until Friday, promising a week of significant revelations for the tech giant.
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