On June 10, Apple will cross its AI Rubicon. 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. The first iPod, for example, was about putting “1,000 songs in your pocket” and not about the miracles of digitization and miniaturization. Hence, Apple was loathe to talk about the guts of the tech that powered its devices. But then the AI silence got deafening.
Analysts harangued executives at investor calls, the media wondered what Apple was up to, and the stock market penalized Apple for simply humming the AI tune while other tech titans were belting it out . Apple was conspicuous in its absence. All that changes on June 10 as Apple crosses the AI Rubicon at its Worldwide Developers Conference . This event is all about software, and that’s a perfect occasion for Apple AI’s coming out party to the entire Apple ecosystem of devices. And the time couldn’t be more ripe.You’ll see AI everywhere. You may not even know it’s there.
The whole point of AI, to Apple, is to make the experience better for its users. And you’ll see that kick in across the bevy of Apple applications like Photos, Music, and its office-type applications, all of which will get a little smarter and better at what they do . Yes, this is incremental improvement, but now Apple scores Wall Street points for being explicit about the AI powering the brains behind the machine.Siri ought to be the biggest beneficiary of the newfound wonders of GenAI.
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