What Will Apple Reveal at the Keynote?
Apple is set to unveil its latest iPhone models at its traditional Keynote this Monday. With the tech giant currently lagging in artificial intelligence, expectations are high for potential innovations.
Apple at a Crossroads with AI
This Monday, Apple, the tech titan from California, is set to unveil its latest iPhones, marking a pivotal moment in its tech journey. For the first time, the company will incorporate generative AI into its devices, a field where it has previously lagged behind competitors.
Major Stakes for the Firm
The launch of these new devices is crucial for Apple. Competitors like Google and Samsung, the global smartphone leader, have already introduced models featuring generative AI. Facing a slight decline in phone sales, Apple is under significant pressure to rejuvenate its market presence.
“These new iPhones are critical. They represent Apple’s most profitable product category and are key to its expanding universe of services and subscriptions, its second most lucrative business,” noted Gadjo Sevilla, an analyst at Emarketer.
Anticipated Technological Innovation
Apple’s new AI system, named Apple Intelligence, will enable users to receive email response suggestions and generate images, among other features. It will also allow for more complex queries to Siri, the voice assistant, enabling users to search for photos by describing them verbally.
However, some of these features won’t be available until 2025, and might require a paid subscription.
Doubts About the Strategy’s Effectiveness
Despite some analysts’ optimism, concerns remain about Apple’s ability to capitalize on generative AI. “If Apple customers see little difference between the new lineup and previous models, they won’t be in a rush to upgrade,” observed Dipanjan Chatterjee, an analyst at Forrester.
Additionally, the launch of Apple Intelligence in the European Union has been delayed due to “regulatory uncertainties” stemming from new digital market laws, potentially slowing Apple’s AI expansion.