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Apple looks to AI as way of reversing fall in iPhone sales
The Straits Times
|June 12, 2024
Apple’s developer conference on June 10 was about more than infusing its software with the latest artificial intelligence (AI) technology, including from ChatGPT.
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It was also about selling more iPhones.
Facing choppy consumer spending and resurgent tech rivals, Apple has looked to AI as a way to invigorate its loyal fan base of more than one billion customers, and reverse a sales decline for its biggest-selling product.
The software, which requires at least an iPhone 15 Pro or Pro Max to operate, may encourage a cascade of new purchases, several analysts said.
Some predict the biggest upgrade cycle since Apple’s release of the iPhone 12 in 2020, which drew consumers in part through 5G connectivity.
“What we saw today was more compelling than anything we’ve seen since,” said analyst Gil Luria of D.A. Davidson.
The company showcased what it calls Apple Intelligence, its take on generative AI that can conjure text, images and other content on command.
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