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Apple Plays it Safe on AI Despite Wall Street Pressure
The Straits Times
|June 11, 2025
As rivals race ahead, some analysts worry firm's cautious approach may prove costly
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CUPERTINO, United States - Apple on June 9 remained on its cautious path to embracing generative artificial intelligence (AI) even as rivals race ahead with the technology and Wall Street expresses doubts over its strategy.
The pressure was on Apple not to disappoint at its annual Worldwide Developers Conference (WWDC) a year after the iPhone juggernaut made a promise it failed to keep - to improve its Siri voice assistant with generative AI.
The annual WWDC is addressed to developers who build apps and tools to run on the company's products.
Despite 2024's disappointment, Apple insisted on June 9 that it was still very much in the AI race, announcing incremental updates to its Apple Intelligence software, including the ability for app makers to directly access a device's AI capabilities.
This would allow users to engage with apps using generative AI while offline, letting them interact ChatGPT-style with a hiking app, for example, while in remote areas without a connection.
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