Generative AI is opening up new possibilities by delivering tools that range from the overhyped to the impressively effective. In today’s fast-paced tech scene, Apple stands out with the potential to play a vital role—even if some remain sceptical about its current AI strategy, as noted by Jason Hiner for ZDNET. While Siri still falls short of becoming the fully personalised assistant many have envisioned, the idea remains compelling, with features like message summaries offering both innovation and occasional frustration.
At WWDC 2024, Apple made it clear that it aims to lead in AI by leaning on decades of expertise and an unwavering commitment to user privacy. Some might say last year’s announcements were a bit premature, but as AI continues to accelerate, Apple’s emphasis on polish, precision, and genuine user trust could be exactly what the industry needs. Recent research even suggests that only a small fraction of consumers—around 8%—are willing to pay for AI features, while nearly 70% would abandon a product if such features were enforced.
Instead of competing in the headline-grabbing race for AI supremacy with the likes of OpenAI and Google, Apple is better placed to integrate AI naturally into its ecosystem. Enhancing iPhone functionalities beyond mere chatbots could help mask issues like Siri’s outdated origins in older DARPA projects. Although modernising Siri might take years, a thoughtful, deliberate upgrade could ultimately prove worthwhile, particularly when leveraging large language models in true Apple style—fully refined before release.
Even as talk of new AI hardware circulates—from OpenAI to notable figures like Jony Ive—the reliability of Apple’s devices remains a key asset for running sophisticated AI tools. By harmonising its hardware, platforms, and chips with subtle software enhancements, Apple continues to prove its devices are built for longevity, no matter the software running on them.
