After leaving the Big Tech fundamental race to take advantage of artificial intelligence, Apple sought to regain its foot on Monday during an annual developer conference that focused mainly on incremental advances and cosmetic changes in its technology.
The Presummer Rite, which attracted thousands of developers from almost 60 countries at the Apple Silicon Valley headquarters, was subjected to the anticipation fever surrounding the event in the last two years.
Apple emphasized plans for more AI tools designed to simplify people’s lives and make their products even more intuitive. He also provided an early view of the biggest redesign of his iPhone software in a decade. In doing so, Apple’s executives abstained from issuing bold promises of the advances that scored recent conferences, which he asked the CFRA analyst Angelo Zino to defeat the event as a “DUD” in a research note.
More, but what about Siri?
In 2023, Apple unveiled a mixed reality atrial that has been little more than a niche product, and last year WWDC stepped on its first major foray into the AI mania with a series of new features promised by the promise of a smarter and more versatile version of its virtual assistant, Siri, a goal that must still be performed.
“This work needed more time to get to our high quality bar,” said Craig Federighi, Apple’s software executive, said on Monday at the beginning of the conference. The company did not provide an accurate calendar for the end of Siri’s AI update, but indicated that it would not happen until next year as soon as possible.
“The silence that surrounded Siri was deafening,” said Forrester’s research analyst, Dipanjan Chatterjee. “No amount of text corrections or cute emojis cannot fill the yawning vacuum with an intuitive and interactive experience of the AI that we know that Siri will be able to prepare -we simply do not know when it will pass. The end of the Siri track arrives quickly and Apple has to raise.”
Apple, with his “liquid glass”, are you still a tender?
The showcase unfolded in the midst of disturbing questions as to whether Apple has lost some of the mystical and innovative unit that has made it a technological tendency during its almost 50 years of history.
Instead of doing a great splash as he did with the headphones Vision Pro and his Suite Ai, Apple adopted a mainly key approach that emphasized his effort to cause the appearance of his software with a new design called “Liquid Glass”, while also unveiling a new center for his video games and new functions as a “ training companion ” to help managing physical fitness.
Apple’s executives promised that their software is more and more sophisticated computer chips that have been feeding their products, while facilitating the change between the iPhone, the iPad and the MAC.
“Our product experience has become more perfect and pleasant,” said Apple’s CEO Tim Cook told the crowd when the 90 -minute showcase was over.
“Liquid Glass” applies a translucent design aesthetic to the formation of platforms of the whole company. The primary attribute adds transparency to the menus and toolbars, allowing the icons and panels to open and reflect what is behind. On larger platforms, it also allows for more application screens for resizing. The icons also receive a more curved look than before.
The analyst IDC, Francisco Jeronimo, said that Apple seemed to be using the Monday conference to show that the company still has a successful model of success, even if it takes longer to realize the vision that was presented a year ago.
“This year’s event was not a disruptive innovation, but a careful calibration, a platform and developer skill, positioning itself for future movements instead of revealing technologies that change the game,” said Jeronimo.
Apple’s next operating system will be iOS 26
As well as redesigning their software. Apple will change to a method that automobile manufacturers have used to telegraph their latest car models to link them with the year after they arrived at dealerships. This means that the following version of the iPhone operating system that occurs in the fall will be known as iOS 26 instead of iOS 19, as it would be under the previous denomination approach that has been used since the 2007 device debut.
The iOS 26 update is expected to be published in September at the same time as Apple traditionally launches the upcoming iPhone models.
Playing the capture on AI
Apple opened the procedures with a brief video with Federighi that accelerated around a track of a Formula 1 race car. Although he intended to promote the junction of June 27 of the movie Apple, “F1” starring Brad Pitt, the segment could also be seen as an involuntary analogy in the company’s attempt to put up to the rest of the AI.
Although some of the new AI tricks compatible with the latest iPhones began to unfold at the end of last year as part of free software updates, delays in a Siri de Souped became so glittering that the punished company stopped promoting it in its marketing campaigns earlier this year.
While Apple has been struggling to make an IA to fulfill its standards, the emptiness that separates it from other technological plants is expanding. Google continues to pack more and on its Pixel smartphone line, while introducing more from technology to its search engine to drastically change the operation. Samsung, the biggest rival of Apple’s smartphone, also tilts a lot in the AI. Chatgpt, meanwhile, recently reached an agreement that will take the ex -Apple Jony IVe design gourmet in the fold to work on a new device that is expected to compete against the iPhone.
Regulatory and commercial challenges
In addition to fulfilling the challenges of innovation, Apple also faces regulatory threats, which could savor billions of dollars in revenue that will help fund their research and development. Currently, a federal judge weighs whether contrary measures to the Google illegal monopoly in search must include a prohibition of long -term agreements worth $ 20 billion a year in Apple, while another federal judge recently banned the company collecting commissions in transactions in the application processed outside of their payment system once exclusive.
In addition to all this, Apple has been trapped in the transmission of President Donald Trump’s trade war with China, a key manufacturing center for Cupertino, California. Cook successfully convinced Trump to eximinate the rate iPhone during the President’s First Administration, but he has been less successful during Trump’s second term, which seems more determined to produce Apple to make his products in the United States.
The Apple -oriented multidimensional gauntlet is scaring investors, causing the company’s actions to sink by 20% until this year, a decrease that has erased about $ 750 billion in rich shareholders. After starting the year as the most valuable company in the world, Apple now ranks third behind Microsoft’s opponent, another AI leader and Ai Nvidia’s chip maker.
Apple shares closed on Monday more than 1%, an early indication that the company’s latest ads did not inspire investors.
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