Apple’s Software Overhaul: Exciting New Apps While AI Takes a Backseat
During Apple’s recent Worldwide Developers Conference, the spotlight shifted away from artificial intelligence features. Instead, the company unveiled a refreshed software design dubbed Liquid Glass, alongside new applications for the iPhone, enhancements for its camera technology, and exciting updates for the Apple Watch and Vision Pro. Although there is mounting pressure for Apple to compete with companies heavily invested in AI, the announcements regarding AI were mostly focused on minor enhancements and updates.
Among the new AI-driven features users can anticipate is Live Translation, a real-time language translation functionality set to be integrated into Messages, FaceTime, and the Phone app. This feature has been available on Android devices for several years. Additionally, Apple introduced a novel fitness application named Workout Buddy, which utilizes an AI-generated voice to guide you through your workouts.
Users might also begin to see AI improvements manifest in non-Apple applications on their devices. Apple is granting app developers access to its on-device large language model, allowing them to enhance AI features in third-party applications. Consumers will have the choice to determine whether their data or information is shared off-device with developers.
At last year’s WWDC, Apple unveiled a series of AI upgrades aimed at making Siri more personable and responsive. However, many of these features remain unreleased, despite Apple’s previous assurances. Craig Federighi, the vice president of software engineering, remarked that “this work needed more time to reach our high-quality bar.”
The muted updates on Siri have been noted by industry analysts, with Forrester’s VP Principal Analyst Dipanjan Chatterjee commenting on the lack of attention given to the topic. He described the situation as a “deafening silence,” suggesting that Apple’s adjustments to AI features fall short of creating an engaging and intuitive AI experience. Chatterjee emphasized the urgency for Apple to evolve, stating, “the end of the Siri runway is coming up fast, and Apple needs to lift off.”
In an attempt to keep pace with competitors such as OpenAI, Microsoft, and Google, Apple announced a partnership with ChatGPT. Wedbush Securities analyst Dan Ives expressed that Apple may need to establish further collaborations with external companies to bridge the competitive gap. Ives remarked, “Overall, WWDC laid out the vision for developers but was void of any major Apple Intelligence progress as Cupertino is playing it safe and close to the vest after the missteps last year.”
As Apple looks ahead, the company faces a crucial year for capitalizing on AI opportunities. There may soon be a pressing need for larger AI acquisitions to invigorate their strategy, as emphasized by industry observers.
