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Apple WWDC 2024: What to expect from Apple’s AI unveiling

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Apple’s (AAPL) Worldwide Developers Conference event kicks off Monday, June 10, from the company’s headquarters in Cupertino, Calif., with a keynote by CEO Tim Cook. One of the most anticipated Apple events in years, WWDC 2024 is expected to serve as the launch point for the company’s big push into generative AI.

Wall Street is eager to find out what Apple’s been cooking up over the past few months as its rivals have begun rolling out, or in some cases rolling back, their own generative AI offerings. Apple has been largely on the sidelines of the AI conversation, save for a few fleeting mentions during earnings calls and the like.

During the company’s Q2 call in May, Cook seemed to tee up potential AI news from WWDC while touting Apple’s capabilities in both hardware and software.

"We believe in the transformative power and promise of AI, and we believe we have advantages that will differentiate us in this new era, including Apple's unique combination of seamless hardware, software, and services integration; groundbreaking Apple silicon with our industry-leading neural engine; and our unwavering focus on privacy," he said.

If that wasn’t enough, Apple’s marketing chief Greg Joswiak posted on X, formerly Twitter, that WWDC will be “Absolutely Incredible!” and made sure to capitalize both words. Get it? AI.

Apple CEO Tim Cook speaks during Apple's Worldwide Developers Conference (WWDC) at the Apple Park campus in Cupertino, California, on June 5, 2023. Apple on Monday is expected to show off pricy mixed-reality headgear at its annual Worldwide Developers Conference, challenging Facebook-owner Meta in a market that has yet to sizzle. (Photo by Josh Edelson / AFP) (Photo by JOSH EDELSON/AFP via Getty Images)
Apple CEO Tim Cook speaks during Apple's Worldwide Developers Conference (WWDC) at the Apple Park campus in Cupertino, Calif., on June 5, 2023. (JOSH EDELSON/AFP via Getty Images) · JOSH EDELSON via Getty Images

In addition to unveiling its broader AI strategy, Apple will also debut the latest versions of its various operating systems, including iOS, iPadOS, watchOS, macOS, tvOS, and the first major updates to the company’s visionOS, which powers the Vision Pro mixed reality headset.

Still, everything else is virtually guaranteed to take a back seat to Apple’s AI news.

Siri gets smarter, and more

According to Apple soothsayer Mark Gurman of Bloomberg, the highlight of WWDC 2024 will be a new generative AI-powered version of Apple’s Siri smart assistant. The feature will allow Siri to control individual features within apps, making it far more versatile than the Siri on your current iPhone.

Siri has been languishing for years, proving more useful for setting timers and playing songs on Spotify than acting as a true digital helper. But a generative AI version of Siri offers the promise of an actual smart assistant that could provide you with everything from proactive tips to improved responses to those random questions that pop into your head throughout the day.

Bloomberg’s Gurman also said Apple’s AI features, called Apple Intelligence, will touch a host of other apps, including Messages, Notes, and Safari.

Exactly how Apple will power a smarter Siri is still an open question. According to reports from Bloomberg, the Wall Street Journal, and the New York Times, Apple has held talks with OpenAI to license its GPT software and separate talks with Google (GOOG, GOOGL) to license its Gemini software.