At WWDC, Apple will unveil its AI strategy

Normally, Apple doesn't often lag behind the competition, and Steve Jobs makes up for that by offering better designed products. But this time, the giant will undoubtedly have to turn to its rivals.

Regarding artificial intelligence, Apple must strike a strong blow to regain the lead, which is currently lagging behind Microsoft, Google, OpenAI, and even Amazon. It won't be enough to capture a few technology companies to gain an edge over your competitors.

At its next developer conference in June (June 10-14), the company usually focuses on software updates planned for the fall and announces some new hardware features, and this year should be no exception.

But this year, there's a lot of uncertainty surrounding what the company has to say about its approach to generative AI.

Possible ways

According to a report published by Agence France-Presse, Apple will likely use Google's Gemini AI interactive artificial intelligence system in upcoming iPhones.

Other rumors link Apple to OpenAI or Anthropic. On the other hand, the system chips built into their iPhones must also adapt to generative AI processing.

Upcoming announcements

Along with AI, we can expect the usual array of feature announcements for iOS, iPadOS, macOS, watchOS, and the company's other operating systems.

Rumored updates include the ability to place app icons wherever you want on iPhone, free-form “scenes,” and new accessibility shortcuts.

It's also possible that Apple will introduce two new AirPods models — an entry-level model that succeeds the second-generation AirPods and a noise-canceling model that replaces the mid-range AirPods 3 — as well as updated AirPods Max headphones with USB-C.