- If Apple wants to appear serious about AI, it's going to have to make a big move at developer conferences.
- This month, Google and OpenAI announced great AI assistants, while Apple announced a new iPad.
- Analysts say all eyes will be on Apple's WWDC in June.
This month, while Apple's Big Tech competitors announced breakthroughs in artificial intelligence, the iPhone maker announced it would instead offer consumers a thinner iPad.
Analysts say it still needs to improve a bit.
OpenAI and Google's May 13th and May 14th demonstrations showed both companies advancing their AI capabilities. In the words of OpenAI CEO Sam Altman, this is a bit of “magic.”
OpenAI's new GPT-4o, introduced on Monday, can translate audio, identify emotions on videos, and tutor students. Connect Google's Gemini to her Gmail and you can summarize emails, create spreadsheets based on the information, and compose replies.
flat Facebook, WhatsApp, and Instagram integrate Meta’s AI Type in the app's search field.
But Apple has so far been pretty quiet about its AI ambitions, and that's becoming increasingly clear.
“The buzz around AI, especially GenAI, has become deafening, and Apple's presence stands out inadvertently,” Dipanjan Chatterjee, vice president and principal analyst at Forrester, told Business Insider.
And while it's Apple's nature to focus more on products, as with the May 7 announcement of the new iPad, the company's famously tight-lipped culture has faced calls for more clarity about its AI strategy. “It's weakening,” Chatterjee said.
With Google and OpenAI unveiling their weapons, pressure is mounting on Apple to keep the technology on the ground at next month's Worldwide Developers Conference.
“Apple is way behind when it comes to AI,” Gene Munster, managing partner at Deepwater Asset Management, told BI.
Munster said Apple should view both events this week as “wake-up calls.” He predicted that Apple's only option to catch up would be to partner with OpenAI or Google, saying it would be nearly impossible for Apple to “close the gap” with its AI competitors on its own.
Apple is reportedly in talks with both companies about including either OpenAI or Gemini in its next iPhone, but unlike Google and OpenAI's large-scale livestream presentation, plans for the fast-growing field remain unclear. There is no official announcement regarding this.
Apple's big announcement last week was a new and improved version of the iPad, a product that's been around for 14 years.
Still, if the rumors about OpenAI or Gemini's iPhone integration are true, this week's “strong announcements could actually bode well for Apple,” said Morningstar analyst William Kerwin.
He added: “It looked to me like the voice applications in the new GPT-4o model are ready for hopefully Siri integration.”
Wedbush's Dan Ives also cautions against excluding Apple from the AI Game of Thrones just yet, even though it feels like Microsoft, Google and Open AI are leading the game at the moment. warned the people.
The analyst told BI that the launch of the new iPad is just the “real meat-and-potatoes appetizer” of Apple's AI strategy, which is expected to be announced at WWDC in June.
On February 28, Axel Springer, the parent company of Business Insider, joined 31 other media groups in filing a $2.3 billion lawsuit against Google in Dutch court, alleging losses caused by the company's advertising practices. I woke you up.
Axel Springer, Business Insider's parent company, has a global deal that allows OpenAI to train models based on its media brands' reporting.
Axel Springer, Business Insider's parent company, has a global deal that allows OpenAI to train models based on its media brands' reporting.