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Apple expected to enter AI race with ambitions to overtake the early leaders

Analysts increasingly worried Apple may be falling too far behind in the rapidly changing AI space
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FILE - People try out iPhone products at an Apple Store in Beijing on Sept. 28, 2021. Apple香蕉视频直播檚 annual World Wide Developers Conference on Monday, June 10, 2024, is expected to herald the company香蕉视频直播檚 move into generative artificial intelligence, marking its late arrival to a technological frontier that香蕉视频直播檚 expected to be as revolutionary as the invention of the iPhone. (AP Photo/Andy Wong, File)

Apple香蕉视频直播檚 annual World Wide Developers Conference on Monday is expected to herald the company香蕉视频直播檚 move into generative artificial intelligence, marking its late arrival to a technological frontier that香蕉视频直播檚 expected to be as revolutionary as the invention of the iPhone.

The widely anticipated display of AI to be embedded in the iPhone and other Apple products will be the marquee moment at an event that traditionally previews the next version of software that powers the company香蕉视频直播檚 hardware lineup.

And Apple香蕉视频直播檚 next generation of software is expected to be packed with an array of AI features likely to make its often-bumbling virtual assistant Siri smarter, and make photos, music, texting 香蕉视频直播 and possibly even creating emojis on the fly 香蕉视频直播 a more productive and entertaining experience.

True to its secretive nature, Apple hasn香蕉视频直播檛 provided any advance details about Monday香蕉视频直播檚 event being held at the company香蕉视频直播檚 Cupertino, California, headquarters.

But CEO Tim Cook recently dropped strong hints that Apple is poised to reveal its grand plans to enter the AI race that has been fueling an industry boom during the past 18 months.

AI mania is the main reason that Nvidia, the dominant maker of the chips underlying the technology, has seen its market value rocket from about $300 billion at the end of 2022 to . The meteoric ride allowed Nvidia to briefly surpass Apple last week as the second most valuable company in the U.S. Microsoft earlier this year also eclipsed the iPhone maker on the strength of its so-far successful push into AI.

But analysts have been have been getting increasingly worried that Apple may be falling too far behind in the rapidly changing AI space, a concern that has been compounded by an in the company香蕉视频直播檚 sales. Both and already have released smartphone models touting AI features as their main attractions.

That香蕉视频直播檚 why analysts such as Dan Ives of Wedbush Securities view Monday香蕉视频直播檚 conference as a potential springboard that catapults Apple into another robust phase of growth. Ives believes infusing more AI into the iPhone, iPad and Mac computer will translate into an additional $450 billon to $600 billion in market value for Apple.

Monday香蕉视频直播檚 conference 香蕉视频直播渞epresents the most important event for Apple in over a decade as the pressure to bring a generative AI stack of technology for developers and consumers is front and center,香蕉视频直播 Ives wrote in a research note.

Apple definitely could use the boost that AI may be able to provide, particularly for its 13-year-old assistant Siri, which Forrester Research Dipanjan Chatterjee now calls an 香蕉视频直播渙ddly unhelpful helper.香蕉视频直播

Meanwhile, OpenAI香蕉视频直播檚 ChatGPT is getting increasingly conversational 香蕉视频直播 so much so that it recently sparked accusations of intentionally copying a 香蕉视频直播 and Google last month previewed an AI 香蕉视频直播渁gent香蕉视频直播 that can seemingly see and remember things.

Besides using AI to spruce up Siri, Apple may also team up with OpenAI to bring some elements of ChatGPT to the iPhone, according to a wide range of unconfirmed reports leading up to Monday香蕉视频直播檚 conference.

This will be the second straight year that Apple has created a stir at its developers conference by using it to usher in its entrance into a trendy form of technology that other companies already had been making inroads.

Last year, Apple provided , the Vision Pro, which wasn香蕉视频直播檛 released until early this year carrying a $3,500 price tag that has been a major impediment to gaining much traction. Nevertheless, Apple香蕉视频直播檚 push into mixed reality, tweaked with a twist that it bills as 香蕉视频直播渟patial computing,香蕉视频直播 has raised hopes that what is currently a niche technology will turn into a huge market.

Part of the optimism stems from of releasing technology later than others and then using sleek designs and services combined with slick marketing campaigns to overcome its tardy start to unleash new trends.

香蕉视频直播淎pple香蕉视频直播檚 early reticence toward AI was entirely on brand,香蕉视频直播 Forrester香蕉视频直播檚 Chatterjee wrote in a preview of the developers conference. 香蕉视频直播淭he company has always been famously obsessed with what its offerings did for its customers rather than how it did it.香蕉视频直播

Bringing more AI into the iPhone, in particular, will likely raise privacy issues 香蕉视频直播 a topic where Apple has gone to great lengths to assure its loyal customer base that it can be trusted not to peer too deeply into their personal lives.

One way Apple could reassure consumers that the iPhone won香蕉视频直播檛 be used to spy on them is to leverage its own chip technology so most AI-powered features are handled on the device itself instead of remote data centers, often called 香蕉视频直播渢he cloud.香蕉视频直播 Going that route also would help protect Apple香蕉视频直播檚 profit margins because AI technology through the cloud is far more expensive than when it is run solely on a device.

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