Apple expected to join AI race to overtake early leaders – NBC 7 San Diego

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Apple's annual Worldwide Developers Conference on Monday is expected to highlight the company's forays into creative artificial intelligence, marking its late arrival on a technological front expected to be the invention of the iPhone. It will be revolutionary.

The widely anticipated display of AI to be embedded in the iPhone and other Apple products will be a key moment at an event that traditionally previews the next version of the software that powers the company's hardware lineup. .

And the next generation of Apple's software is expected to be equipped with an array of AI features that will likely make its oft-played virtual assistant Siri smarter, and help users understand photos, music, texting — and Will probably also create emojis on the fly – a more productive and fun experience.

True to its secretive nature, Apple has not provided any advance details about Monday's event at the company's Cupertino, California, headquarters.

But CEO Tim Cook has dropped strong hints during his first few months that Apple is ready to reveal its grand plans to enter the space that has been sweeping the industry for the past 18 months.

AI mania is the main reason why technology chip giant Nvidia has seen its market value jump from around $300 billion to around $3 trillion by the end of 2022. The meteoric ride allowed Nvidia to briefly overtake Apple last week as the second-most-valuable company in the U.S. earlier this year eclipsed the iPhone maker's so-far successful push into AI. Put it on.

But analysts are increasingly concerned that Apple is falling too far behind in the fast-changing AI space, a concern exacerbated by the company's unusually extended decline in sales. Both Google and Samsung have already released smartphone models that tout AI features as their main attractions.

That's why analysts like Dan Ives of Wedbush Securities see Monday's conference as a potential springboard that takes Apple into another strong phase of growth. Ives believes that injecting more AI into iPhones, iPads and Mac computers will add $450 billion to $600 billion to Apple's market value.

Monday's conference “represents the most important event for Apple in a decade as the push to bring a creative AI stack of technology to developers and consumers is front and center,” Ives wrote in a research note.

Apple could certainly use the boost that AI can provide, especially for its 13-year-old assistant Siri, which Forrester Research's Deepanjan Chatterjee now calls a “strangely unhelpful helper.”

Meanwhile, OpenAI's ChatGPT is increasingly chatty — so much so that it recently sparked accusations of deliberately copying a piece of AI software voiced by Scarlett Johansson — and Google last month previewed an AI “agent” called Astra that can apparently see and remember things.

In addition to using AI to speed 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's conference.

This will be the second year in a row that Apple has made a splash at its developers conference by using it to usher in an innovative form of technology that other companies were already treading on.

Last year, Apple provided an early look at its mixed reality headset, the Vision Pro, which wasn't released until earlier this year with a $3,500 price tag that has largely been a stumbling block to gaining traction. Nevertheless, Apple's push into mixed reality, with a twist that it refers to as “native computing,” has raised hopes that what is currently a niche technology will turn into a huge market. will

Part of the optimism stems from Apple's history of releasing technology later than others and then its slowness to introduce new trends using sleek designs and services combined with sleek marketing campaigns. Overcomes initiation.

“Apple's initial reluctance toward AI was entirely on brand,” Forrester Chatterjee wrote in a preview of the developers conference. “The company has always been known for what its offerings did for its customers rather than how it did it.”

Bringing more AI to the iPhone, in particular, will raise privacy issues — a topic where Apple has gone to great lengths to reassure its loyal customer base that it can be trusted to do so. Don't look too deeply into their personal lives.

One way Apple can assure users that the iPhone won't be used to spy on them is to leverage its own chip technology to power most AI-powered features on the device rather than in remote data centers. is handled itself, often referred to as “the cloud”. Going this route will also help protect Apple's profit margins because AI technology through the cloud is much more expensive than running it on-device alone.

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