Apple’s upcoming Worldwide Developers Conference is generating a lot of anticipation, particularly because the company has fallen behind its competitors in the AI race. Apple is under pressure to impress fans and shareholders, but it must be careful not to overpromise on features.
One area where Apple can stand out is in providing AI-powered features that work offline. Many AI features rely on cloud connectivity, but if Apple can offer on-device capabilities, users may prefer the convenience of always-available AI. For example, offline transcriptions in apps like Voice Memo and Notes could be a game-changer.
However, Apple will need to ensure that its implementation of AI features is seamless and smooth. While other browsers, note-taking apps, and photo-editing apps already offer similar features, Apple must make its version stand out through superior user experience.
Privacy is another key concern for Apple. The company is likely to emphasize its privacy-first approach and may not give Siri or other AI-powered features free rein over all apps. According to reports, only specific devices like the iPhone 15 Pro and iPads or Macs with M1 chips will have AI features, and users will have the option to opt-in. This cautious approach shows that Apple doesn’t want to risk a user backlash by compromising privacy.
Apple is also expected to revamp Siri to improve its understanding of user queries and deliver more accurate results. Currently, Siri lacks multitasking abilities, but the upcoming revamp should address this limitation. Additionally, if Siri doesn’t gain deeper access to apps as anticipated, Apple can introduce an AI assistant to help users create complex Siri shortcuts for multistep tasks.
There are rumors that Apple may announce a partnership with OpenAI to power AI features across its operating systems. However, given the challenges associated with content-related AI features, such as accuracy and bias issues, Apple might be hesitant to fully rely on large language models (LLMs) at this stage.
Apple’s cautious approach to AI features is wise, considering the industry’s history of overpromising and underdelivering. Companies like Google and OpenAI have faced challenges with their AI features, leading to disappointments and retractions. Apple is likely taking a measured approach to avoid similar pitfalls and ensure that its AI features meet the high standards expected from the brand. By focusing on reliability, privacy, and improving Siri, Apple has the opportunity to regain ground in the AI race and impress its loyal customer base.