Apple’s artificial intelligence moment of truth arrives within hours

Apple’s Worldwide Developers Conference on Monday will show whether the company can become a major player in the rapidly advancing field of artificial intelligence, marking a critical moment for a company caught like a deer in the headlights, forced to scramble and ink partnership deals in an effort to catch up to rivals.

Mark Gurman for Bloomberg News:
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Against that backdrop, Apple promises to demonstrate its AI prowess during a keynote address at its annual Worldwide Developers Conference, which starts at 10 a.m. California time. The company will lay out a suite of features that it calls Apple Intelligence, people familiar with the matter have said.

While Apple launched Siri in 2011, its voice technology was quickly overtaken by Alexa from Amazon.com Inc and Alphabet Inc.’s Google Assistant. AI took another leap with OpenAI’s ChatGPT at the end of 2022 and rival services from Google, Microsoft Corp., Meta Platforms Inc. and others during 2023.

Adding to the pressure: Samsung Electronics Co. — Apple’s biggest smartphone rival — integrated Google AI features into its devices earlier this year.

The shift to artificial intelligence promises to be a big opportunity for Apple if it can hone its technology and catch up with rivals. AI-based operating systems will change how people gather information, create and edit content, and navigate their devices.

At the event, Apple will show how it’s weaving AI features into its next software updates: iOS 18, iPadOS 18, and macOS 15. [watchOS 11 as well. – MDN Ed.] The company is also planning a more powerful version of Siri.

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MacDailyNews Take: Apple has to get this as right as possible or the latter half of “Buy the Rumor, Sell the News” will be a doozy.
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