Apple pressed to shine after AI stumble

PRESSURE is on Apple to show it hasn't lost its magic despite broken promises to ramp up iPhones with generative artificial intelligence (GenAI) as rivals race ahead with the technology.

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Apple will showcase plans for its coveted devices and the software powering them at its annual Worldwide Developers Conference (WWDC) kicking off today in Silicon Valley.

The event comes a year after the tech titan said a suite of AI features it dubbed “Apple Intelligence” was heading for iPhones, including an improvement of its much criticised Siri voice assistant.

“Apple advertised a lot of features as if they were going to be available, and it just didn’t happen,” noted Emarketer senior analyst Gadjo Sevilla.

Instead, Apple delayed the roll out of the Siri upgrade, with hopes that it will be available in time for the next iPhone release, expected in the fall.

“I don’t think there is going to be that much of a celebratory tone at WWDC,” the analyst said. “It could be more of a way for Apple to recover some credibility by showing where they're headed.”