Apple admitted it needs more time to complete its long-delayed overhaul of the Siri voice assistant – the latest sign that CEO Tim Cook is struggling to meet investor demands for innovation in artificial intelligence.
The Cupertino, Calif.-based firm revealed bumps in AI development on Monday at its Worldwide Developers Conference, a yearly event that used to represent the cutting edge with software engineers — but which lately has lost its cachet.
“This work needed more time to reach our high quality bar and we look forward to sharing more about it in the coming year,” Apple software chief Craig Federighi said regarding the delays to Siri’s AI overhaul.
Apple unveiled plans to allow app developers to use the large language model that powers its AI systems, dubbed “Apple Intelligence.” Apple also announced a sweeping design overhaul of its operating systems featuring a sleek new look called “Liquid Glass.”
Wedbush analyst Dan Ives, an Apple bull, said the event showed “slow and steady improvements” but was “overall a yawner.”
“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,” Ives said in a note to clients.
During the event, Apple touted a “live translation” tool that works for real-time conversations. The company also plans to rename its operating systems updates based on the year they are released, rather than the sequential numbers they’ve used in the past.
Elsewhere, Apple unveiled a “Call Screening” in which iPhones will automatically answer calls from unknown numbers and ask the caller why they called. The company is also partnering with OpenAI’s ChatGPT to add image generation to its “Image Playground” app.
Apple shares were down more than 1% during the keynote presentation.
“Has there actually been an exciting WWDC in the last decade?” X user @MikeYelovich wrote in a post. “This feels like what ChatGPT thinks people want from Apple.”
Analysts had widely expected this year’s event to be underwhelming, with minor software improvements, such as an AI-powered writing assistant, taking center stage.
“There’s no way Writing Tools is the first apple intelligence thing they brag about at wwdc,” joked Interaction co-founder Marvin von Hagen. “Every single time i’ve seen this menu was against my will.”
The company also detailed enhancements to its “Visual Intelligence” app, which allows users to seamlessly identify products through their iPhone cameras.
Federighi said the plan to open up Apple’s “Foundation Models framework” to developers and users would have a transformational effect – allowing them to use an advanced AI model without even needing an internet connection.
“This will ignite a whole new wave of intelligence,” said Federighi, who cited examples such as apps using the AI model to recommend nearby hiking trails or create practice exams for students.
Despite the lukewarm reception, Apple is still in an “enviable position given its large installed base of users” and still has time to catch up to its rivals, said Paolo Pescatore, an industry analyst and founder of research firm PP Foresight.
Apple is focused on ensuring its major AI products are ready for prime time rather than risk a backlash from its fans.
“While it might seem others are leading the AI race, it is not a sought-after feature among users and there’s no revenue uplift – for now,” said Pescatore. “Considering the negative perception, Apple needs to tread carefully not to frustrate and disappoint its loyal base of iPhone users.”
Apple is locked in a fierce competition with rivals like Google and Sam Altman-led OpenAI – the latter of which recently acquired famed iPhone designer Jony Ive’s firm with an eye toward developing its own hardware product built specifically for AI.
With Post wires
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