Apple Needs to Evolve to Compete in the Artificial Intelligence Era

🌈 Abstract

The article discusses Apple's challenges in the generative AI race, its attempts to differentiate the iPad from the Mac, the upcoming release of a new AirTag, and Apple's strategy to make the Vision Pro a success in Asia. It also provides a preview of the upcoming WWDC 2024 event.

🙋 Q&A

[01] Apple's Challenges in the Generative AI Race

1. What are the key challenges Apple is facing in the generative AI race?

• Apple was caught flat-footed in the generative AI race and is playing catch-up to competitors like OpenAI and Google
• Apple's AI-related features like Siri have been limited by an over-reliance on on-device processing and a lack of data collection, which the company has prioritized for privacy and security reasons
• Apple's generative AI technology is not advanced enough for the company to release its own ChatGPT-like chatbot, and some executives are hesitant about the potential controversies associated with chatbots
• Apple will need to make significant changes to its strategy, including building its own chatbot, integrating AI more deeply into its products, and potentially developing its own search engine to compete with Google

2. How is Apple planning to address these challenges?

• Apple is planning to unveil new generative AI features at WWDC 2023, including improvements to Siri's voice capabilities and "proactive intelligence" features that help users with day-to-day tasks
• The company is also partnering with OpenAI to integrate the startup's technology into iOS 18, and is exploring the possibility of licensing Google's Gemini chatbot
• Apple is putting high-end Mac chips into its data centers to power cloud-based AI services, showing a shift towards a hybrid approach of on-device and cloud-based AI
• The company is also accelerating its hardware upgrades, with the upcoming iPad Pro and iPhone 16 Pro expected to have significant AI processing capabilities

[02] Differentiating the iPad and Mac

1. What is Apple's current approach to differentiating the iPad and Mac, and why is it problematic?

• Apple has deliberately tried to differentiate the iPad and Mac, in an effort to prevent the products from cannibalizing each other
• This has resulted in the iPad lacking the full capabilities of macOS, while the Mac does not have a touch screen like the iPad
• This approach is seen as misguided, as it weakens both devices and frustrates customers who want the best of both worlds

2. What does the article suggest Apple should do instead?

• The article suggests that Apple should give the iPad a much better operating system and the ability to run Mac apps, while also giving the Mac a touch screen and the iPad Pro's OLED display
• This would allow the two devices to remain distinct while also making them both as capable as possible

[03] Upcoming Apple Products

1. What new Apple products are mentioned in the article?

• A new version of the AirTag, codenamed B589, is expected to be released around the middle of next year with improved location tracking and other enhancements
• The Vision Pro mixed-reality headset is set to expand to overseas markets, including China, South Korea, Japan, and several European countries, after its initial launch in the US

2. What can we expect from the WWDC 2024 event?

• The 2024 WWDC event is expected to showcase Apple's renewed AI strategy, with the unveiling of iOS 18 and significant updates to the software for the iPad, Apple Watch, Vision Pro, and Mac