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Will Apple Enter the Generative AI Race? All Eyes Are on WWDC

Apple hasn’t publicly waded into generative AI yet, even though AI has long featured in its software products. But there’s a chance we’ll see the tech in its upcoming software.

Unless you’ve been living under a rock, you’ve probably heard the term “generative AI” at least a handful of times now, perhaps thanks to the wildly popular ChatGPT service. The AI-powered chatbot’s success didn’t just shine a spotlight on OpenAI, the creator behind it, but it also catalyzed an AI arms race in the tech industry – a race from which Apple has been noticeably absent.  

In May, Google made a flurry of AI-related announcements at its annual developer conference, including a new AI-infused version of search and Bard, its AI-powered chatbot, which is being rolled out across the world. It’s not just Google. Before that, Microsoft built generative AI into its suite of long-established productivity apps like Word, PowerPoint and Outlook in a move that’s changing how more than a billion people work. In February, Meta released its own sophisticated AI model, which has many of the same capabilities at ChatGPT and Bard, as open-source software for public use.

But what about Apple? 

The short answer: Even though AI technology is hardly new to Apple, the iPhone maker still remains missing – at least publicly – from the current generative AI gold rush.

“We’re in the heart of the generative AI hype cycle, and there are major new developments weekly, ” Avi Greengart, analyst at Techsponential, told CNET. “Apple can afford to be deliberate in how it applies new technologies to fit its ecosystem.”

ChatGPT on iPhones ChatGPT on iPhones

OpenAI recently dropped a ChatGPT app for the iPhone. The new app, which is free, gives you a way to take OpenAI’s AI chatbot on the go. 

Theodore Liggians/CNET

Apple’s wait-and-see approach

Apple has typically adopted a wait-and-see approach around emerging technology, and that has often worked for the tech giant. For instance, the iPad wasn’t the first-ever tablet, but for many, including CNET editors, it is the best tablet. A more recent example on the hardware side is foldable phones. Apple is the only major holdout, with Google beating it to the punch. The search giant launched its inaugural foldable phone, the Pixel Fold, at its developer conference in May – and it hasn’t been making phones for as long as Apple. There are rumors, however, that a foldable iPhone, possibly known as the iPhone Flip, could go to market in 2025. 

Based on remarks from CEO Tim Cook, it seems like Apple may be taking a similar approach with generative AI. “I do think it’s very important to be deliberate and thoughtful in how you approach these things,” Cook said in response to a question related to generative AI on Apple’s earnings call in May. “And there’s a number of issues that need to be sorted… AI is being talked about in a number of different places. But the potential is certainly very interesting.”

However, with a fast-developing AI technology, Apple could risk falling far behind its rivals. For all Apple’s business success, it has lagged in specific categories. For instance, its HomePod smart speaker didn’t hit the market until years after the Amazon Echo and Google Home, which have a far higher market share than Apple in the smart speaker category.

When it comes to the topic of AI, Apple isn’t alone in adopting a cautious approach. It’s also coming from the technology’s own backers – including the founder and CEO of OpenAI, Sam Altman, who has concerns ranging from election disinformation to mass jobs displacement. 

OpenAI CEO Sam Altman speaks at a Microsoft Bing press event OpenAI CEO Sam Altman speaks at a Microsoft Bing press event

OpenAI CEO Sam Altman describes Microsoft’s AI partnership at a Bing search engine press event.

Stephen Shankland/CNET

Last Tuesday, speaking before a Senate subcommittee, Altman said he’s “eager” for artificial intelligence to be regulated. He also spoke about the promise of artificial intelligence and discussed its potential harms. “If this technology goes wrong, it can go quite wrong,” he said.

Altman’s comments followed calls by a group of AI researchers and tech leaders, including Elon Musk and Steve Wozniak, to pause development of AI systems more powerful than GPT-4 over concerns about runaway risks without sufficient guardrails. Geoffrey Hinton, credited as the “godfather of AI,” resigned from Google in May so that he could freely share his concerns about the technology he helped create, which he says could cause the world serious harm.

Does generative AI fit into Apple’s business?  

Although Apple hasn’t publicly entered the generative AI fight, a recent 9to5Mac report said that the iPhone maker is working on an upgrade to Siri, one that could improve the virtual assistant’s conversational abilities via ChatGPT-like AI concepts. Apple didn’t reply to a request for comment. 

While Apple hasn’t publicly discussed any plans for generative AI-based products, Cook did discuss the company’s focus on AI during its May earnings call. He cited AI-powered features like fall and crash detection, which are both available on the latest iPhones and Apple Watches.

“We view AI as huge,” he said. “We’ll continue weaving it into our products on a very thoughtful basis.”

AI is far from a brand new concept to Apple. Siri, which was released 12 years ago, uses speech recognition and machine learning to understand a query and serve up an answer. In recent months, Apple debuted camera enhancements such as photographic styles and the ability to cut and paste a subject from an image, both of which depend on AI.

In addition, Apple’s Macs and MacBooks, which now run on Apple-designed M1 and M2 chips, have dedicated neural engines with 16 cores, which are aimed at AI and machine learning tasks. Apple says AI performance is 40% faster than with its old Intel chips. 

“You can expect that AI performance will become more and more important as more developers figure it out,” wrote CNET’s Stephen Shankland in a January article detailing Apple’s M2 chipset.

But as Greengart highlights, it would make sense for Apple to bring the tech to certain products that extend beyond Siri as well as its current AI-powered offerings.

“Apple likes to position itself as being at the intersection of technology and liberal arts,” Greengart told CNET in an email. “Generative AI would fit nicely into tools and software that Apple provides for artistic and personal expression; that could include anything from GarageBand to photo editing to email across iPhones, iPads, and Mac.”  

However, a chatbot in the vein of OpenAI’s ChatGPT or Google’s Bard is likely not in the books for Apple. The underlying technology behind those chatbots, known as large language models, has a high resource requirement for development. That means significant investment in the form of computing resources, human talent and power, rendering it a possibility for huge enterprises with vast resources. While Apple presumably has those resources, it’ll have to be a worthwhile investment for the iPhone maker.

All eyes on WWDC

After Google devoted a considerable amount of air time to generative AI at its conference this month, all eyes are on Apple and what it might reveal at its Worldwide Developers Conference on June 5. Apple executives could offer more clues on how the iPhone maker views generative AI and how it fits into the broader business. At WWDC, Apple typically introduces new software for the iPhone, Apple Watch, iPad and so on, and it’s possible that Apple could bake more AI into those updates. 

Ahead of the conference, Apple previewed a slew of accessibility software features expected to make their way to its upcoming iOS 17 mobile operating system. One of the noteworthy drops is called Personal Voice. It uses on-device machine learning to allow users at risk of speech loss to replicate a voice after about 15 minutes of training. The phone can then speak aloud typed-out phrases, and it’s compatible with FaceTime and phone calls in a feature that could be a form of generative AI for voice. 

More likely to take center stage, however, is Apple’s highly anticipated mixed reality headset, which would mark the company’s first entry into a new hardware category since 2015. According to a January Bloomberg report, it’ll cost around $3,000, run on Apple’s latest M2 chipset, boast eye- and hand-tracking systems, and feature a digital crown that lets users switch between AR and VR modes. It’s also probable that Apple will take advantage of fast-developing AI technology for its latest device as well, even if it’s doesn’t receive explicit mention. 

“We need to keep in mind that generative AI is not only about generating text but also other types of content like graphics,” Will Wong, of market researcher International Data, told CNET. “Thus, it will be an area that is favorable for Apple to look into, especially if there is an AR/VR headset that comes into its product portfolio.”

Technologies

Trump-Xi summit puts AI safety talks on the table but neither side wants to slow down

Recent weeks have seen AI safety fears reach new heights. That will be a key focus for the U.S. and Chinese leaders, analysts told CNBC.

President Donald Trump wants the U.S. to beat China in the artificial intelligence race. But as he meets Chinese President Xi Jinping, both countries are also weighing how to address the risks posed by rapidly advancing technology.

In recent months, AI systems have taken more consequential actions online: OpenAI said one of its research models gained unauthorized access to parts of the AI platform Hugging Face, while Anthropic found AI was being used to automate parts of cyberattacks. The incidents have raised fears that increasingly autonomous models could make attacks faster and harder to contain.

Ahead of Trump and Xi’s meeting on Thursday, U.S. Treasury Scott Bessent discussed the prospect of a “U.S.-China AI dialogue” with his Chinese counterpart, He Lifeng, over the weekend, including a channel for incidents “up to a national security level.”

“Leaders in both countries are spooked by the increasing cyber capabilities of AI models, and especially agents acting autonomously to escape containment and breach websites,” Aalok Mehta, director of the Wadhwani AI Center at the Center for Strategic and International Studies, told CNBC.

But as fears have intensified, tensions have not dissipated.

Washington continues to restrict China’s access to Nvidia

What’s been said so far?

While the U.S. took an early lead in developing large language models, or LLMs, thanks to companies like OpenAI and Anthropic, Chinese models have made big capability gains in recent months and are increasingly being adopted by companies globally, including in America.

Trump previously dismissed warnings that AI poses an existential threat to humanity, risks amplified by OpenAI CEO Sam Altman and Anthropic chief Dario Amodei as they called for an industry slowdown and regulatory oversight.

“If we don’t win AI, we’re going to be put in a very bad position,” Trump told reporters earlier this month.

But in a Truth Social post Monday, he said the government “will rein things in if we have to.”

Some lawmakers hopeful that the talks will result in some sort of agreement on AI, while being realistic that the summit may be more about the fact it’s happening than deliverables.

“I hope Trump meets with Xi Jinping and comes up with some common sense safeguards,” Rep. Ro Khanna, D-Calif., who represents part of Silicon Valley, said in an interview Wednesday on CNBC’s “Squawk Box.”

“How about we just agree that you should not be able to have self-improving AI?” Khanna said. “Why wouldn’t you want to sit down with Xi Jinping and say let’s have some reasonable agreement? And have it enforceable, trust but verify.”

AI safety and access to chips

The likeliest areas of agreement between the U.S. and China could be common definitions and frameworks for AI safety for powerful models and an emergency communication mechanism to discuss incidents, Mehta told CNBC.

A channel for relating national security-related incidents would be a “modest” but positive step, Chris McGuire, senior fellow for China and emerging technologies at the Council on Foreign Relations, told CNBC.

But an agreement to slow down AI’s breakneck development speed is “extremely unlikely,” he added.

China has historically used AI dialogues “to complain about U.S. export controls,” McGuire said, which the U.S. uses to prevent the most advanced AI chips from being sold to China.

“Its state media has largely rejected the concerns expressed by leading U.S. AI labs about the potential for catastrophic risk, which is consistent with China’s long-held skepticism of all U.S. arms control proposals,” he added.

Despite U.S. restrictions, several Chinese firms have reportedly been able to access the chips’ compute power remotely, via data centers in Southeast Asia.

While U.S. Trade Representative Jamieson Greer said controls on chips were not on the agenda during preliminary talks on the weekend, China could push to have them relaxed, said Melanie Hart, senior director of the think tank Atlantic Council’s Global China Hub.

“China’s asking the U.S. to embrace Chinese AI models and drop some of the U.S. controls on China’s access to semiconductor chips,” she told reporters on Tuesday.

Distillation could also come up in the talks. U.S. companies and officials have accused Chinese labs of using the practice to gain ground, characterizing it as theft; China rejects the allegations.

In July, Bessent threatened sanctions against companies doing it and said the Trump administration had found “watermarks of our U.S. large language models on many of the Chinese models,” calling it “unacceptable.”

Progress on AI cooperation relies on two things, said Mehta. “The first is that it can’t hurt the ability for the U.S. and China to compete on the merits of their technology.”

The second is a verification mechanism, he added. “Policymakers won’t be inclined to take their counterparts just on their word, so we’ll need to find ways to ensure information flowing between the two countries is accurate. That means both technical and governance verification tools.”

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Chinese authorities reportedly seize F-35 parts in Hong Kong

Chinese authorities reportedly seized F-35 stealth fighter components that were diverted to Hong Kong, prompting investigations by Australia, the U.S., and Lockheed Martin.

Chinese authorities are reportedly in possession of F-35 stealth fighter parts after components of the aircraft were “inexplicably diverted to Hong Kong.”

Shipping giant UPS was sending a cockpit canopy and weapons bay door to the U.S. from Australia in late May when it was diverted, Bloomberg reported on Thursday, citing sources.

Both parts were coated with a radar absorbing material that enhances their stealth capabilities, the sources said, and it was not clear why the shipment was diverted to Hong Kong.

On Tuesday, Australian Defense Minister Richard Marles told reporters Tuesday that Australia was aware of the shipment, and was working with the U.S. and Lockheed Martin to see how Canberra can assist in the investigation.

Marles also said it was his understanding that no sensitive parts were in the missing shipment, according to CNN.

Lockheed Martin, UPS and the Pentagon didn’t immediately respond to requests for comment from CNBC.

The F-35 is a fifth-generation stealth fighter made by Lockheed Martin, and Washington controls the sale of these aircraft only to its closest partners and allies.

For example, Turkey was excluded from the F-35 program in 2019 after the country purchased the Russian S-400 anti-aircraft system, which raised fears that the Russian system could be used as an intelligence collection platform to learn about the aircraft’s capabilities.

China has targeted F-35-related U.S. military data in past espionage cases, according to U.S. prosecutors in 2024.

A $24 billion sale of F-35s to Saudi Arabia was approved last week, but some lawmakers in Congress have already expressed concerns over the technology finding its way into Chinese hands.

Congressman Raja Krishnamoorthi (D-IL) said that the U.S. intelligence community has warned that the sale “could put the crown jewels of American military technology within reach of the Chinese Communist Party.”

Users of the fighter jet include Australia and Belgium, as well as the U.S. itself, with other countries like Japan, Canada and Singapore having also ordered the aircraft.

F-35s have also been used by the U.S. during the Iran conflict, with one aircraft suffering damage from enemy fire, according to the Department of Defense.

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Oil prices dip as diplomatic hopes for Iran conflict rise

Oil prices fell on Friday after reports of U.S.-Iran talks in New York, though investors remain concerned about inflation and geopolitical tensions.

Oil prices dropped on Friday after a report emerged that U.S. and Iranian negotiators meeting in New York are exploring a step‑by‑step agreement to resolve the confrontation in the Persian Gulf.

November Brent crude futures slipped 1% to $93.66 a barrel, while U.S. West Texas Intermediate November futures fell 0.68% to $105.86 per barrel.

According to Reuters, a senior Iranian official said the most realistic way forward is for Tehran to permit shipping through the Strait of Hormuz if the United States ends its naval blockade.

The United States and Iran had previously agreed to this approach under a June 17 memorandum of understanding, but the arrangement soon broke down and fighting resumed. It remains unclear what distinguishes the present talks from earlier attempts.

Iran now seeks a return to the June 17 memorandum of understanding before the upcoming U.S. midterm elections, Iranian President Masoud Pezeshkian told media outlets on the sidelines of the United Nations General Assembly, according to Al Jazeera.

“It is understood that the two sides have been communicating via mediators,” said David Morrison, a senior market analyst at Trade Nation. Morrison added that investors remain uneasy about persistent inflation, rising energy costs, and the bellicose rhetoric exchanged by the U.S. and Iran at the UN General Assembly in New York.

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