Emilie Grenaud
Monday, June 5, Apple opens the doors of its annual event, the WWDC, that is to say its annual conference for developers. On the program, we will probably find the famous mixed reality headset known as the Reality Pro. But clues show that Apple could well throw itself like the others into the deep end of generative AI. Explanations.
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From June 5 to 9 is WWDC, Apple’s worldwide developer conference. The first day of this event is an opportunity for the brand to present its roadmap and also its new products. Among them, there is a lot of talk about a helmet mixing virtual and augmented reality which could be called Reality Pro. It should give a boost to the rather moribund metaverse universe, no offense to Meta. It must be said that Apple is not used to launching a new product without being absolutely sure of it. Sign of a certain feverishness, Meta has just announced the arrival of its new Meta Quest 3 helmet. It is thinner and more efficient than its predecessor. But at Apple, in addition to this announcement around this famous headset and new versions of its iPhone, iPad, Apple Watch and Mac or even iOS 17, it is on the AI side that we expect something. Something that could well be related to the helmet in question.
While Google had to double down on Microsoft’s offensive with Bing AI with the support of OpenAI, Apple remains very discreet on the subject of artificial intelligence (AI). This is amazing behavior from one of the major tech giants, while all the others are rushing to the generative AI revolution not to miss the boat. This does not mean that Apple is turning away from the subject because certain signals have appeared lately. To perceive it, it is as often on the side of the recruitment advertisements that you have to look at.
The return of an AI-powered Siri
The firm is looking to recruit engineers specialized in machine learning technologies and with skills around conversational and generative AI. Positions which would also be intimately linked to the mixed reality specific to the famous headset Reality Pro according to these announcements. Moreover, according to the journalist Mark Gurman from Bloomberg, there would have already been an internal AI-specific summit as early as February. A sign that shows that despite an apparent calm, Apple does not intend to miss this revolution caused by the arrival of ChatGPT. But as usual, the firm takes its time and seems to remain impassive in the face of the rise of these generative AIs which make Google tremble in the first place.
A false impression of calm no doubt, since there are subjects that annoy at Apple. This is particularly the case of the voice assistant Siri. It is clearly far below its competitor at Google and this is known internally. So a big dose of AI would certainly give it a boost, but we can’t really expect Apple to release a generative chatbot equivalent to ChatGPT. While Google, which has invested heavily in AI for many years and is struggling to offer a convincing model with a Bard with questionable behavior, that the apple brand embarks on an adventure like this in a way improvised seems quite unlikely. It is said that the firm has been secretly developing its own linguistic models for months. This new AI-enhanced Siri could advantageously be integrated into the headset that Apple should present next Monday. And that’s what could make the difference with its competitor Meta, if, however, this AI holds up.
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