Apple CEO Tim Cook speaks during an announcement of new products on the Apple campus in Cupertino, Calif., on Monday, June 10, 2024. Apple's annual World Wide Developers Conference on Monday is expected to herald the company's move into generative artificial intelligence, marking its late arrival to a technological frontier that's expected to be as revolutionary as the invention of the iPhone.
AI mania is the main reason that Nvidia, the dominant maker of the chips underlying the technology, has seen its market value rocket from about $300 billion at the end of 2022 to about $3 trillion. The meteoric ride allowed Nvidia to briefly surpass Apple last week as the second most valuable company in the U.S. Microsoft earlier this year also eclipsed the iPhone maker on the strength of its so-far successful push into AI.
Apple definitely could use the boost that AI may be able to provide, particularly for its 13-year-old assistant Siri, which Forrester Research Dipanjan Chatterjee now calls an "oddly unhelpful helper." Last year, Apple provided an early look at its mixed-reality headset, the Vision Pro, which wasn't released until early this year carrying a $3,500 price tag that has been a major impediment to gaining much traction. Nevertheless, Apple's push into mixed reality, tweaked with a twist that it bills as " spatial computing," has raised hopes that what is currently a niche technology will turn into a huge market.
One way Apple could reassure consumers that the iPhone won't be used to spy on them is to leverage its own chip technology so most AI-powered features are handled on the device itself instead of remote data centers, often called "the cloud." Going that route also would help protect Apple's profit margins because AI technology through the cloud is far more expensive than when it is run solely on a device.
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