The WWDC keynote, to be delivered by CEO Tim Cook on 10 June, will be Apple’s biggest sales pitch in years.
Sam Altman took the stage at Apple ’s annual developer conference in 2008, he gushed about being able to use the company’s new App Store to promote his software, a friend-locating service called Loopt. “We think this is a new era of mobile, and we’re thrilled to be part of it,” Altman said.
The OpenAI partnership is likely a “short- to medium-term relationship” for Apple, said Dag Kittlaus, a tech veteran who co-founded and ran the Siri business before it was acquired by Apple. “But you can bet that they will be working hard building out their own competencies here.”The WWDC keynote address, delivered by CEO Tim Cook on 10 June, is seen as Apple’s biggest sales pitch in years. The company has to convince consumers, developers and investors that it can thrive in the AI era.
In contrast, Apple kept its AI ambitions quiet until now. Cook said last year that the company would tread carefully in the new space and only add AI technology on a “very thoughtful basis”. More recently, he’s argued that Apple will have an edge in AI because of its “unique combination of seamless hardware, software and services integration”.Behind the scenes, Apple employees have been working furiously to back up that promise.
But it was clear by then that consumers would expect Apple to offer such a service, and that set the company on the path to its deal with OpenAI. Several months ago, the company began meeting with the start-up — along with Google and other chatbot providers — about integrating the technology into its iOS software.
But Apple is expected to offer its new AI features as an opt-in service, according to the people familiar with the matter. So, wary customers could easily steer clear of them if they’d prefer.
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