Apple Missed AI Wave, Unveils June Strategy... Will Market Landscape Change?

Apple is set to announce its artificial intelligence (AI) strategy at the annual Worldwide Developers Conference (WWDC) scheduled for June.

[Image source=Yonhap News]

Bloomberg reported on the 26th (local time), citing sources, that Apple plans to showcase a presentation focused on AI at WWDC, which will be held from June 10 to 14.

WWDC is an event where Apple invites developers from around the world to unveil new features that will be included in the latest iPhone, typically released around September to October. Apple has traditionally announced new versions of its iPhone operating system, iOS, at this event, and last year, it introduced the mixed reality (MR) headset device, Vision Pro, to the world.

So far, Apple has been considered to be lagging behind in the AI trend among the US Big Tech companies included in the "Magnificent 7 (M7)." It is expected that Apple will present a concrete roadmap for its AI strategy at WWDC. On the first day, June 10, the AI strategy is anticipated to be announced at Apple's headquarters in Cupertino, California.

Greg Joswiak, Apple’s marketing executive, hinted at the AI reveal by saying on the day, "It will be absolutely amazing."

The market is hopeful that Apple can turn the tide in the AI competition where it has fallen behind. Apple is reportedly in talks with partners such as Google and OpenAI to provide generative AI services like ChatGPT. Apple CEO Tim Cook mentioned in February that the company is "investing significantly" in AI.

Bloomberg stated, "Apple’s new AI strategy is expected to be reflected in the software 'iOS 18' that will be integrated into the new iPhone." Additionally, Apple is reportedly planning to improve the software for its smartwatch, Apple Watch, and release the first update for the operating system running on the Vision Pro headset, which was launched in February.