Apple's long-term approach to implementing generative artificial intelligence across its products might be closer than one would imagine. On Tuesday, Apple announced that it will host its annual developers conference, WWDC, from June 10 through June 14. Apple typically uses the first day of the conference to host a keynote for developers, during which it unveils its latest software and sometimes new hardware. This means we should get the first look at iOS 18 and iPadOS 18 for iPhone and iPad, as well as the latest versions of the software for Apple Watch, Apple TV, and macOS for Macs. However, this year will be different, as all eyes will be on Cupertino to see how it plans to integrate the power of Gen AI into its most popular products, such as the iPhone and Mac. Apple’s push for artificial intelligence will set the tone for this year’s WWDC, as well as its product strategy for the future. The tech giant has not mentioned much about how it sees generative AI while its competitors such as Microsoft and Google have debuted new AI products and features. Apple uses AI in its products but not generative artificial intelligence, a new form of technology that powers OpenAI’s ChatGPT and Google’s Gemini AI chatbots. However, Apple has reportedly been spending billions of dollars on developing its generative artificial intelligence products. Apple has built its own large language model, or LLM, framework, known as Ajax, as well as a rumoured chatbot, known internally as Apple GPT. Neither has been incorporated into its core products yet. But at the same time, Apple is working behind the scenes to strike a deal with Google, OpenAI, or Anthropic (or Baidu in China) to power cloud-based AI features while focusing its own generative features on-device. In February, Apple CEO Tim Cook said Apple was “investing significantly” in AI and teased an AI-related announcement “later this year” that many experts and trade pundits believe will come at the Worldwide Developers Conference. The reveal of Apple’s AI strategy at the June developer conference is crucial for investors, as many are starting to feel that the world’s most valuable tech company is falling behind in the Gen AI race. Behind the scenes, however, Apple reportedly has been working on its on-device generative AI capabilities and acquiring companies, such as the Canadian startup DarwinAI. The annual WWDC conference will be livestreamed on Apple’s website, although the company is inviting some software makers to its campus on the first day to “celebrate in person”.
