Apple’s recent annual launch event was dubbed as “awe dropping.” While unveiling new models of AirPods, iPhones, and smartwatches, Apple CEO Tim Cook surprisingly did not delve much into the topic of artificial intelligence.
The event showcased various enhancements to the tech giant’s popular products, with a significant emphasis on health and fitness features. Notable updates included the integration of heart-rate sensing technology in AirPods Pro 3 and new health functionalities in the Apple Watch. Apple claimed that the watch can now detect patterns in blood vessel behavior to identify signs of hypertension.
Cook highlighted the life-saving capabilities of the Apple Watch, showcasing testimonials from users who credited the technology with averting health emergencies. However, no concrete data was presented to validate these claims.
Although Apple has a suite of features under Apple Intelligence, introduced in late 2024 and recently expanded, the event’s lack of focus on AI integration raised concerns about the company’s long-term strategy in this area. The existing features include live translation for Airpods Pro 3, visual intelligence for object identification through the camera, and image generation based on user descriptions using ChatGPT.
Despite these advancements, critics argue that Apple lags behind competitors in AI development. To remain competitive, Apple must accelerate its AI efforts to catch up with industry leaders like Google and Microsoft.
Moreover, the tech industry trend is shifting towards companies developing proprietary AI technologies integrated with their hardware. Google, for example, is incorporating its Gemini AI into various devices, while OpenAI, the creator of ChatGPT, is venturing into the hardware market in collaboration with renowned designer Jony Ive.
The convergence of hardware and software aims to offer users a personalized experience by leveraging AI to enhance daily routines across different devices. However, this raises privacy concerns among some users.
Apple has traditionally emphasized user privacy and positioned Apple Intelligence as privacy-focused AI for consumers. The company is exploring strategic options, including potential collaborations with Google’s Gemini or Anthropic’s Claude, diverging from the hardware-software integration pursued by other tech giants.
As the tech sector navigates the AI landscape, there is speculation about an impending AI bubble, with signs of softening adoption. Recent data indicates a decline in corporate AI adoption among large firms, suggesting a potential shift in the industry’s AI focus.