- Apple will have to take a big swing at its developer conference if it wants to get serious about AI.
- While Google and OpenAI revealed impressive AI assistants this month, Apple rolled out new iPads.
- According to analysts, all eyes will be on Apple at its WWDC in June.
While Apple's big tech rivals have announced moves into the artificial intelligence space this month, the iPhone maker has instead said it's bringing slimmer iPads to consumers.
Analysts say it will have to do a little better.
Demonstrations by OpenAI and Google on May 13 and May 14, respectively, showed both companies pushing AI capabilities. In the words of OpenAI CEO Sam Altman, it's a bit of “magic.”
OpenAI's new GPT-4o, introduced Monday, can translate speech, identify emotions on video, and tutor students. Google's Gemini can plug into Gmail to summarize emails, create spreadsheets based on the information, and generate responses.
even Facebook, WhatsApp and Instagram have integrated MetaKai AI. In the app search fields.
Apple, though, has been pretty tight-lipped about its AI ambitions so far — and that's increasingly clear.
“The buzz around AI, and specifically GenAI, has been so deafening that Apple has been ignored,” Deepanjan Chatterjee, vice president and principal analyst at Forrester, told Business Insider.
And while it's in Apple's nature to focus more on products — such as its announcement of new iPads on May 7 — there have been calls for more clarity on its AI strategy. The tight-lipped culture it's famous for is “all about being out.” , Chatterjee said.
All of this is putting pressure on Apple to keep the landing on the technology at next month's Worldwide Developers Conference while Google and OpenAI unveil their arsenal.
“Apple is way behind when it comes to AI,” Jane Munster, managing partner at Deepwater Asset Management, told BI.
Munster said Apple should consider both of this week's incidents a “wake-up call.” He predicted that Apple's only option to catch up is open AI or a partnership with Google, saying it would be nearly impossible for Apple to “close the gap” with AI rivals on its own.
While Apple is reportedly in talks with both companies about bringing either OpenAI or Gemini to the next iPhone, unlike Google and OpenAI's massive live-stream presentations — growing There has been no official announcement about his plans in Hoy Maidan.
Apple's big announcement last week was a new and improved version of the iPad — a product that's been around for 14 years.
Still, if rumors about OpenAI or Gemini iPhone integration are true, this week's “strong announcements will actually bode well for Apple,” said Morningstar analyst William Kerwin.
He continued: “The voice application in the new GPT-4o model looked like it was built for Siri integration to me, if that's how it works.”
And Wedbush's Dan Ives warned people not to count Apple out of the AI ”game of thrones” just yet, even if Microsoft, Google and OpenAI seem to be leading the game at the moment.
The analyst told BI that the new iPad rollout is just a “real meat-and-potatoes appetizer” of Apple's AI strategy, which is expected to be announced at WWDC in June.
On February 28, Business Insider's parent company, Axel Springer, joined 31 other media groups in filing a $2.3 billion lawsuit against Google in a Dutch court, alleging damages caused by the company's advertising practices.
Axel Springer, the parent company of Business Insider, signs a global deal to allow OpenAI to train its models on reporting for its media brands.
Axel Springer, the parent company of Business Insider, signs a global deal to allow OpenAI to train its models on reporting for its media brands.