The Al Soul THE GREATEST CHALLENGE APPLE HAS EVER FACED

Apple might not always be first to the party, but there's no denying the company goes above and beyond with hardware and software to deliver cutting-edge consumer experiences. But Apple's slow and steady approach needs to change

With Siri lagging behind rivals and Al changing everything, WWDC 2023 will determine the future success of the company.

SIRI IS LAGGING BEHIND

Apple's digital assistant Siri was once the market leader in voice-based Al assistants, but in recent years, it has fallen behind the competition, particularly Amazon's Alexa and Google Assistant. However, with the rise of large language models that drive groundbreaking Al tools like ChatGPT, Apple is struggling to keep up with Al innovation. In a new behind-thescenes report in The Information, Apple's efforts to catch up with competitors are explored, as well as its approach to Al and what the future may hold for Siri. The report focuses on the efforts of John Giannandrea, Apple's Al chief since 2018, to bring order to the company's fragmented Al group and make Apple more competitive with companies like Google.

However, the report suggests that Apple is ill-prepared to compete in the fast-moving field of Al. Apple's approach to Al has been different from that of its competitors, focusing almost exclusively on practical applications in features for the iPhone, such as improving palm detection on the iPad, providing more photo editing tricks, and enhancing suggestions in Apple's content-oriented apps. Apple has been comparatively conservative, seeking to use Al and machine learning to improve the user experience rather than truly reinvent how much of anything is done or disrupt existing industries.