Apple reveals great equipment, but questions remain on the artificial intelligence strategy

Apple promoted its annual launch event on Tuesday as “AWE Tropping”. But amid its new AirPods, iPhone and smart watches, what is most standing on it is what is the CEO of Apple Tim Cook Not Talk a lot about: artificial intelligence.

There were many modifications for some of the most successful giant products in technology. It was particularly noticeable to focus the stronger on health and fitness capabilities, such as AirPods Pro 3 and the new health features in Apple Watch-including what Apple says is the ability to discover patterns in vascular behavior that can indicate high blood pressure.

Cook promoted until she promoted the watch by saying, “It helps to save a lot of lives,” which appears with a promotional ball for the various users who said they have avoided a health crisis due to the new technology. (Although there is no solid data on these accidents.)

But while the technology world is obsessed with AI, the relative silence on Apple plans to integrate into its products raises questions about the company’s long -term strategy in this field.

The company already owns a group of collected features under Apple Intelligence, which was initially presented in late 2024, which it recently strengthened. This includes things like live translation (including the new AirPods Pro 3 and some old models) – and the visual intelligence feature of Apple determines the objects or places that they refer to with the camera and allows people to use the Google or Chatgpt search engine to learn more. Users can create unique images by describing what they want, and again relying on ChatGPT to do the actual generation.

Questions about the future

So, while users can benefit from these new features, many of them depend on other companies ’programs – this leads to Apple’s delay in progressing in artificial intelligence.

Apple is “years behind” its competitors when it comes to AI, MUCHMORE wrote recently in PCMAG, but still has an opportunity to become a competition in this field.

“But you must adhere to this goal with a sense of urgency to provide an opportunity to arrest Google and Microsoft,” books. “Otherwise, you may not be able to meet consumers’ expectations and excitement and thus the risks lost in the distinctive technology of this contract.

In particular, while the technology sector tries to convert cold artificial intelligence into actual products that people will find useful (and generating revenues), the latest performance for Siri – which arrived early to the digital aid market in 2011 – It was widely seen as a disappointment. Because although Apple said that Siri has “new great powers” and more integration with ChatGPT – the question is: Why does Apple rely on Chatgpt instead of making its own version?

Building programs and devices

This comes at a time when the big players in this part of the technology industry were heading towards developing king Artificial intelligence and linking that b king Devices. Google, for example, is in the process of merging Gemini AI into many devices. He – she Declare In the spring, it brings Gemini to its hours, to the cars with Android Auto and Google built and on Google TV. Gemini comes to Google Home devices on October 1.

On the other side of the currency, Openai, the ChatgPT creator, notes in May that it intends to enter the hardware market. That is when it announced a partnership with the legendary designer Jony Ivee on what was widely reported as a new part of the personal devices. IVE was famous for Apple design, brains behind iPhone and other famous Apple products such as iPod and IMAC. He left Apple in 2019.

The promise, at least, is to integrate devices and programs in providing users with a more customized experience as technology begins to know more about you and your routine, where you can access the same AI program wherever you are throughout the day – and on different devices.

But this may also raise privacy concerns for some users.

Strategic options

Apple has long stressed the privacy of its user and has placed Apple Intelligence to consumers as an Amnesty International that focuses on privacy. “For the rest of usUsers can currently choose ChatGPT with Apple Intelligence – or not.

Apple has other options besides moving forward in creating an internal product. According to Report from BloombergApple thinks about working with Gemini’s Gemini or Clauds. This will be a departure from the strategy of devices and software chased by Google and Openai until Meta, but the devices have long been Apple Ace in the Hole.

The Apple Amnesty International’s dilemma comes in a pivotal moment in the technology sector. Although artificial intelligence was a great focus for investors, there is now a discussion about whether we are in the midst of the artificial intelligence bubble as we see signs that adoption is softened. For example, the recent American census data indicates the adoption of companies from artificial intelligence Decrease In recent weeks.

So the rush to add artificial intelligence to everything may also be cooling.