This could be Apple’s next big thing

Apple is on the verge of kicking off perhaps its most important event in years as it faces a gauntlet of challenges.

Apple is on the verge of kicking off perhaps its most important event in years as it faces a gauntlet of challenges. At its annual Worldwide Developers Conference starting Monday, the company is widely expected to announce a partnership with ChatGPT maker OpenAI and unveil the first batch of generative AI tools coming to its mobile operating system. A big push into AI could spur growth for iPhone sales and services for years to come, as users are now waiting longer to upgrade their devices and an uncertain economic environment weighs on consumers, particularly in China. The company also faces regulatory scrutiny in Washington and was passed this week by chip maker Nvidia as the second-largest public company in the US. “We see generative AI as a key opportunity across our products and believe we have advantages that set us apart there,” Apple CEO Tim Cook said on the company’s most recent earnings call in early May, noting the company would announce news in the “weeks ahead.” The timing is also noteworthy: Apple is not always first to adopt and integrate emerging technologies — it typically researches, develops and aims to perfect new tech for years before including it in new products — but the speed at which the world is adopting generative AI is perhaps expediting the company’s need to have a smartphone with the most cutting-edge technology. According to Wedbush analyst Dan Ives, the company going all in on AI will “kick off a new frontier for Apple” – one that will have a lasting impact on its products and services.