Apple should demonstrate at its annual developers conference next week that it is not lagging behind in its advances with Artificial Intelligence (AI) while its rivals in the technological world make strong progress, according to analysts consulted by AFP.
Looking ahead to Apple's WWDC conference that will take place next Monday in Silicon Valley, experts consider that artificial intelligence - and even a possible alliance with OpenAI, creator of ChatGPT - will be one of the key topics of the meeting.
"WWDC is the most important event for Apple in more than a decade, as the pressure to bring a suite of generative AI technology to developers and consumers is at the fore," Daniel Ives, senior analyst at Wedbush Equities, told AFP. .
For Ives, it is almost certain that one of the main announcements will have to do with an update to the iPhone operating system, where AI is expected to be predominant.
The annual conference brings together developers who create applications and software for the Apple ecosystem, so its executive director, Tim Cook, will strive to convince them that the apple company is a key player in AI, despite its Rivals Microsoft and Google do not stop launching innovations with this technology.
Apple has included artificial intelligence functions in its iPhones, iPads and Mac computers for years, however it has yet to consolidate its general strategy or adopt ChatGPT-style generative artificial intelligence, a technology that dazzled the world in 2022.
Ives also predicts a "flagship" partnership with OpenAI, which would involve a dedicated chatbot to update the much-maligned Siri virtual assistant.
Carolina Milanesi, an analyst at Creative Strategies, says Apple's AI integrations will likely focus on making its devices and services work together more seamlessly, as most of its revenue comes from the sale of iPhones and other smart devices. .
Since the recent AI revolution, Apple's stock price has been on a rollercoaster ride. Those who trust the company on Wall Street see next week's announcements as the beginning of a new chapter for the company.
"Ultimately, for Apple, it's about people upgrading their iPhone," Milanesi said.
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