On Monday, September 9, Apple held its annual conference to launch its flagship products. The event coincided with the tenth anniversary of the first Apple Watch, which became the market leader in smartwatches. A bet that was as surprising as it was successful. A decade later, will the brand with the apple once again succeed in becoming the number one in a new product category: smartphones boosted by artificial intelligence (AI)? At least that’s the goal it’s aiming for with its iPhone 16.
Apple is not a pioneer in terms of innovation in its sector. Among the world’s leading manufacturers, for example, it is one of the few not to offer a folding phone. Its South Korean competitor Samsung has taken the lead in the generative AI revolution. Its most recent models offer services that were previously unseen on smartphones: instant translation, creation or reformulation of texts, original search modes from an image, assistance with editing photographs, etc. Official sponsor of the Paris 2024 Olympic and Paralympic Games, the brand has communicated extensively about its new products.
Not being a pioneer, however, does not prevent the company from looking to the future under the best auspices. According to analyses by the Counterpoint firm, it should, for the first time, cross 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 AI began to be revealed in June, when the brand announced that it was integrating ChatGPT into its services. On Monday, the Californian giant gave more substance to what it now calls its “Apple Intelligence.” Thanks to an internally produced chip (which is one of the company’s strengths), it promises, for example, to facilitate the search for photos, automate the creation of emojis or images, allow the rephrasing of messages, etc.
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More than ever, the Siri assistant will have to be at the heart of the iPhone user experience. All this while ensuring the protection of its users’ personal data, an argument used by the Cupertino firm to stand out from its rivals. For Tim Cook, its leader, AI will allow “innovations that will make a real difference in people’s lives”.
Apple will still have to wait to make its mark in this area. The brand has already announced that its text generation application will only be available in “American English” in October in beta version in Australia, Canada, New Zealand, South Africa and, in December, in the United Kingdom, then, in 2025, in France, China, Spain and Japan.
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