Apple is under pressure to catch up with its peers in the AI race, and next week’s Worldwide Developers Conference is expected to mark the debut of Apple Intelligence. However, instead of overpromising on features, Apple should focus on reliability and privacy. The company can make its AI features more useful by running them locally on-device, making them always available and offline. Apple is likely to reveal summaries of notifications and web pages, basic text generation, and photo editing, but it needs to make its implementation smooth and seamless to stand out. The company will likely bolster its privacy-first approach, making AI features opt-in and limited to certain devices. Improving Siri’s ability to understand queries and deliver accurate results is a key expectation, and Apple may announce a deal with OpenAI to power AI features across its operating systems. However, the company should be cautious not to overpromise and should prioritize reliability and user trust.
Apple’s AI Ambitions
Apple needs to make its implementation as smooth and seamless as possible to make it stand out.
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