By Fiona Nanna, ForeMedia News

2 minutes read. Updated 1:00PM GMT Mon, June 10, 2024

Apple Inc. (AAPL.O) is set to reveal significant advancements in artificial intelligence at its highly anticipated Worldwide Developers Conference (WWDC 2024) on Monday. The tech giant plans to showcase AI integrations across its software suite, featuring a revamped Siri voice assistant and a potential collaboration with ChatGPT creator OpenAI.

This year’s WWDC is especially crucial as Apple seeks to reassure investors and consumers of its competitive edge in the AI space, despite Microsoft’s (MSFT.O) early successes with OpenAI. Apple aims to demonstrate to its vast user base—over a billion strong—how the latest AI technology can enhance their daily lives, beyond just tech enthusiasts.

“Apple will put on a show,” said Ryan Reith, analyst at market research firm IDC. “If they nail the landing, they have the potential to generate genuine consumer interest in AI, which has so far been mostly focused on enterprise applications.”

Apple has historically utilized AI to power features like crash detection on its devices but has been hesitant to spotlight its AI capabilities as aggressively as Microsoft. This year, Apple’s shares have lagged behind other Big Tech firms, with Microsoft overtaking it as the world’s most valuable company in January. Recently, AI chip leader Nvidia (NVDA.O) also briefly surpassed Apple, indicating a shifting power dynamic in the tech industry.

“Apple’s early reticence toward AI was entirely on brand. The company has always been famously obsessed with what its offerings did for its customers rather than how it did it,” noted Forrester analyst Dipanjan Chatterjee. “But then the AI silence got deafening. All that will change on June 10.”

The annual conference in Cupertino, California, serves as a platform for Apple to introduce updates to its apps and operating systems, and to showcase new tools for developers. This year, the spotlight will be on the enhanced Siri, expected to gain the capability to control numerous apps on a user’s behalf. This improvement will require Siri to accurately interpret user commands and understand the functionality of different apps, a challenge Apple has been working on since 2018.

As Apple steps into the AI spotlight, tech enthusiasts and investors alike are eagerly awaiting what the company has in store.

For more on Apple’s latest innovations and the WWDC 2024, follow the conversation on social media.

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