This week guarantees to be a vital one for Apple, which is because of current its new merchandise incorporating generative synthetic intelligence (AI) at its annual developer convention in California and try to make up a number of the floor it has misplaced on its main rivals.
A 12 months and a half after the launch of ChatGPT, the OpenAI interface, in November 2022, the Apple model seems, within the eyes of the general public and Wall Road, behind Microsoft, Google, Amazon or Meta, which cowl their generative AI communication.
If synthetic intelligence has already been very current in its iPhone, iPad or Mac for a few years, Apple has not made any particular announcement to date.
“The corporate has at all times been obsessive about what its merchandise delivered to its prospects” and “not by the miracles of digitalization and miniaturization,” remembers Dipanjan Chatterjee, analyst at Forrester. “That’s why Apple was loath to speak in regards to the core know-how that powered its gadgets. »
Obsessive about generative AI, traders have heckled Apple shares, which have gained solely 2.5% because the begin of the 12 months, in comparison with 13% for Microsoft, 21% for Amazon or 25% for Alphabet ( Google).
Due to this fact, the annual developer convention (WWDC), which is held from Monday to Friday, “represents a very powerful occasion for Apple in a decade with, within the background, the strain to current to builders and shoppers a bundle of generative AI,” says Dan Ives, analyst at Wedbush Securities.
Angelo Zino, from CFRA, expects, like many others, that the Apple agency will unveil a brand new model of its iOS working system, the 18th, boosted with synthetic intelligence.
In response to a number of American media, Apple has beforehand established a partnership with OpenAI, which is able to enable it to make use of the start-up’s language fashions, these gigantic databases making it attainable to reply a query requested in on a regular basis language.
– Siri resurrected? –
“This could make Siri a lot smarter, with the power to talk and decline AI throughout the Apple ecosystem, photograph modifying, looking out on Safari (the search engine), notes, emails and even emojis,” anticipates Angelo Zino.
Launched greater than 12 years in the past, Siri is at present a “surprisingly unhelpful help”, believes Dipanjan Chatterjee, surpassed, in its present model, by the brand new technology of assistants powered by generative AI, such because the GPT -4o, offered in mid-Could by OpenAI.
A partnership between Apple and OpenAI “may do the identical wonders for the languishing Siri,” based on the analyst.
For Carolina Milanesi, analyst at Inventive Methods, these enhancements and new options ought to assist to strengthen the attractiveness of the model’s merchandise.
“The objective for Apple is to get individuals to interchange their iPhone,” insists the analyst. “We are going to see if Apple offers them ample causes to take action. »
“The second is essential for Apple,” insists Gadjo Sevilla, analyst at Emarketer, for whom the WWDC communication is a “litmus take a look at” of the Cupertino (California) group’s capability to monetize generative AI as has already been recognized. do it Google and particularly Microsoft.
– Quest for brand spanking new successes –
This new problem comes as Apple tries to reconnect with its legend, that of an organization accustomed to launching services and products more likely to trigger a break in consumption habits, from the Macintosh to the iPhone, together with the ‘iPod.
It made a primary vital shift in February with the presentation of its “combined” (digital and augmented) actuality headset “Imaginative and prescient Professional”.
It’s however, in its present model, a high-end product ($3,499 per unit), which is just geared toward a restricted a part of Apple’s conventional viewers.
Along with the lead taken by its rivals, this quest for brand spanking new successes is made extra pressing for Apple by the decline in iPhone gross sales, which fell by 10% year-on-year within the first quarter of 2024.
With generative AI, the know-how group is investing, along with the gadgets themselves, in its providers enterprise, which has turn out to be the driving drive behind Apple’s development.
In response to Canalys, 16% of smartphones shipped this 12 months will likely be geared up with generative AI options, a proportion it expects to rise to 54% by 2028.
LNT with AFP
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– 2024-06-26 16:58:35
