On Monday, September 9, Apple held its annual conference to launch its flagship products. The event coincided with ten years since the launch of the first Apple Watch, which became the market leader in connected watches. A bet as surprising as it was successful. A decade later, can the Apple brand once again become the leader of a new product category: smartphones powered by artificial intelligence (AI)? At least that is what it is trying to achieve with its iPhone 16.
We know that Apple is not a pioneer in innovations in its sector. Among the world’s major manufacturers, it is, for example, one of the few that does not offer a foldable phone. Its Korean competitor Samsung has taken the lead in the generative artificial intelligence (AI) revolution. Its most recent models offer services that are unprecedented in smartphones: instant translation, text creation or reformulation, new search modes based on an image, help in editing photos, etc. Official sponsor of the Paris 2024 Olympic and Paralympic Games, the brand has widely communicated about its innovations.
However, not being a pioneer does not prevent Apple from seeing the future in the best possible light. According to Counterpoint’s analysis, the Apple brand should for the first time exceed the threshold of 400 billion dollars (362 billion euros) in revenue in 2024, after having experienced a drop in its turnover in 2023 (-2.9%, -2.5% for iPhone sales alone).
Protection of personal data
Apple’s advances in the field of AI began to emerge in June, when the company announced that it would integrate GPT into its Chat services. On Monday, the Californian giant gave more substance to what it now calls its “Apple Intelligence.” Supported by a chip of its own production (which is one of Apple’s strong points), it promises, for example, to facilitate the search for photographs, automate the creation of emojis or images, allow the reformulation of messages…
More than ever, Siri must be at the heart of the user experience for iPhone users. All this while ensuring the protection of its users’ personal data, an argument that the Cupertino company uses to differentiate itself from its rivals. For Tim Cook, director of the company, AI will allow “innovations that will make a real difference in people’s lives”.
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