Apple’s upcoming WWDC 2024 keynote has high stakes as the company plans to unveil its AI strategy. The tech giant has been under pressure to catch up to competitors like Google and Microsoft, who have embraced generative AI. It is widely believed that large language models like ChatGPT and Gemini will have a profound impact on how we interact with our devices.
One of Apple’s key announcements is expected to be a partnership with OpenAI, bringing generative AI to the iPhone and Mac. Apple’s strategy involves deep integration between existing properties and generative AI, with Siri at the center. Siri, which was introduced in 2011, has not lived up to the revolution Apple promised due to capability limitations. Creating a frictionless experience has been a challenge, and Apple’s initial plan for a limited assistant focused on entertainment and travel fell short. As smartphones and apps have become more complex, voice assistants’ roles have also become more complex.
Generative AI is still in its early stages and has room for improvement. Hallucinations are a common issue, and companies like Google have been overly aggressive in their implementation. Google’s decision to prioritize Gemini results in searches without clearly indicating their maturity as a product has caused confusion among users.
Researchers acknowledge that there is still much we don’t know about large language models, describing them as “magic.” Google has been intentional in integrating Gemini into Android by incorporating it into different applications. While Gemini hasn’t replaced Assistant entirely, Google is signaling a future where it will. Apple, on the other hand, is committed to the Siri brand and has spent years marketing it to consumers. However, generative AI is set to dominate the smart assistant space.
Voice assistants, including Siri, Alexa, and Google Assistant, are facing challenges as smart speaker shipments decline after a surge during the pandemic. Generative AI is seen as the logical successor, but current hardware devices built around these models still have a long way to go before providing a consistent experience for mainstream users.
Apple’s partnership with OpenAI indicates that it has fallen behind in the AI race but is taking steps to catch up. Steve Jobs once stated that Apple was not trying to beat Google in the search business because other companies did it well. Similarly, Apple is partnering with OpenAI because it can’t compete with them directly. However, even the best current models have room for improvement before they can fully replace existing smart assistants.
Overall, Apple’s announcement at WWDC 2024 will shed light on its AI plans, including the integration of generative AI and its partnership with OpenAI. While the technology is still evolving, it has the potential to revolutionize how we interact with our devices.
