Technologies
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.»

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.
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 describes Microsoft’s AI partnership at a Bing search engine press event.
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
Invincible VS Is a Tag-Team Brawler Packed With Bloody Superhero Carnage
The Invincible franchise is heading to Xbox.

Microsoft’s Xbox Games Showcase had its share of surprises, including a new game from Pokemon developer Game Freak and the ROG Xbox Ally portable handheld. Another surprise is a fighting game featuring characters from the Invincible comic and show.
Invincible VS is a three-versus-three tag fighting game featuring characters from the Invincible universe. The trailer showed several characters from the show, including Invincible, Omni-Man, Atom Eve, Rex Splode, Bulletproof, and two Viltrumites — the powerful alien species Omni-Man and Invincible belong to.
The game itself has a comic book art style to it, but its action is more along the lines of Mortal Kombat. The fighting is very bloody, which is faithful to the comic and show, but no kind of fatalities were shown in the trailer. There are also a couple of familiar settings from the show. While we saw only a handful of characters in this first glimpse of Invincible VS, there is a wealth of heroes and villains that could be added to the game before it launches.
Robert Kirkman’s Invincible
started as a comic in 2003 and ended its run in 2018. In 2021, an animated series based on the comic made its debut on Amazon Prime Video. The show wrapped up its third season in March and has already been renewed for a fourth season.
Skybound Games is publishing Invincible VS with development handled by Quarter Up, an in-house studio led by members of the team that created 2013’s Killer Instinct.
Invincible VS will be released sometime in 2026 for PC and Xbox Series consoles.
Technologies
I Played With the ROG Xbox Ally, the Upcoming Xbox Handheld
The new handheld console was revealed during the Xbox Games Showcase, and I got to spend some time with my hands on it.

Microsoft revealed its long-rumored Xbox handheld console running Windows 11 during the Xbox Games Showcase — two models called the ROG Xbox Ally and ROG Xbox Ally X — and I spent a short time playing around with one soon after.
Unfortunately, I wasn’t allowed to take any pictures or videos of the demo since the hardware we got to test wasn’t final. That became evident when our designated guide had HDMI connection issues with the unit. I was able to play around with the Xbox full-screen experience and the various settings menus and play the beginning minutes of Gears of War Reloaded, which comes out this summer.
The device is quite comfortable to hold, with slightly textured grips. The face buttons, triggers and analog sticks all felt familiar, very similar to what I’m used to on an Xbox controller.
What’s really exciting is that you can download your games, remote play from your Xbox or stream from the cloud, making this more useful than PlayStation’s Portal, which can only stream and play remotely. That’s one of the major benefits of being inside Xbox’s ecosystem: You can play a game on any of its devices, regardless of where you bought it, whether that be Xbox consoles, PC, cloud or this new handheld. This more open-platform approach makes the Xbox Ally closer in spirit to a Steam Deck compared with a Nintendo Switch, which can only run Nintendo games.
When it ships — expected in time for the winter holidays — you’ll be able to navigate via a full-screen Xbox app, which combines your Xbox game library with installed games from several other marketplaces into a single Xbox experience. The company specifically mentioned Xbox, Game Pass, battle.net (owned by Microsoft) and «other leading PC storefronts,» which I’m hoping includes Steam. Much like on an Xbox, each game has icons depicting which platform they’re from. In my demo, the only example of a different storefront was Hearthstone, which had a battle.net icon.
The Xbox Ally consoles use the Game Bar, and if you’ve used the Xbox app on PC, then you’ll find it familiar. In fact, pressing the new Xbox button opens an almost identical version of the guide when playing Xbox games on PC. However, there’s also a new Command Center tab on the far left to adjust settings for power consumption and performance, similar to what we’ve seen on Steam Deck.
In Game Bar, you can quickly jump to the home screen, your library, launch games, open apps, chat with friends, adjust settings and more. And this Game Bar works alongside Asus’s Armoury Crate overlay. This is a little worrisome, as Armoury Crate has usually felt more like unnecessary bloatware, but when we get to test the device later this year we’ll see if Asus has stripped it down to the relevant functions rather than just added more on top.
Since it’s a Windows 11 device, you’ll also be able to launch and use apps like Discord and Twitch and access game mods. The Xbox Ally boots directly into the «Xbox full screen experience» similar to how a Steam Deck launches into Big Picture mode. The full-screen experience is optimized specifically for handheld gaming, and Xbox told me the device minimizes background activity and allocates more system resources to gameplay like Game Mode does on Windows. This means more memory and potentially higher framerates for your games.
The ROG Ally and Ally X have been out for a bit now, but the Xbox models have some unique features. In addition to the Xbox button, the ROG Xbox Ally also has larger, contoured grips. The previous ROG Ally is more rectangular; the Xbox Ally is closer to the design of the PlayStation Portal, with dedicated, slightly separated hand grips that mimic the look and feel of a standard game controller. They also have upgraded components over the Asus versions.
The handheld comes in two options, a white Xbox Ally and the more powerful Xbox Ally X that comes in black. The lower-end Ally is powered by an AMD Ryzen Z2A processor, comes with 16GB of RAM and 512GB of SSD storage, weighs 23.6 ounces (670 grams) and has a 60Wh battery. The Ally X has an AMD Ryzen AI Z2 Extreme processor, 24GB of RAM, 1TB of SSD storage, weighs a bit more at 25.2 ounces (715 grams) and has an 80Wh battery.
Both models are equipped with a 7-inch,120Hz 1080p screen, the same as on the original Asus versions of the devices. They also have RGB lights surrounding the analog sticks, something I hope I’ll be able to turn off when I spend some real time playing on the device. The Ally X did feel on the heavier side, but then again, the recently released Switch 2 and my Steam Deck OLED are also pretty heavy, so I think that’s just what handhelds weigh these days.
Xbox hasn’t yet revealed the pricing or release date, aside from «this holiday.»
Technologies
Everything I Suspect Will Be Announced at WWDC 2025 Monday
We could see new iPhone, Mac and Apple Watch software called iOS 26, MacOS Tahoe and WatchOS 26. Apple is rumored to overhaul all of its OSes with a unifying visual interface.

Apple’s developer conference, WWDC 2025, kicks off Monday at 10 a.m. PT. At its last two WWDC events, Apple launched itself into new territories, jumping into both AR/VR and generative AI. There’s pressure on the company to match, if not top, what it’s done in the past. CNET has editors and writers attending in person to report on live WWDC 2025 developments as they break.
There was the Vision Pro in 2023, and then Apple Intelligence in 2024. What big announcement is coming in 2025? With both the Vision Pro and Apple Intelligence having faced slow and heavily criticized starts, the big message at this year’s WWDC doesn’t seem clear at all. Apple might focus on operating system redesigns and gradual improvements across the board.
WWDC is usually a showcase for Apple’s future-forward ideas. It’s also where the company discusses its developer tools, as you’d expect. And it’s where previews of all the new OS versions are revealed, giving an early look at what’s coming to the iPhone, iPad, Mac and other Apple devices.
It’s possible Apple will reveal a new home device — a display-enabled HomePod — or even a new Apple Pencil with a calligraphy mode. But the biggest rumors so far suggest a new cross-OS redesign and renaming that could be Apple’s way of deflecting some attention away from not having big new AI features to show off.
OS by year: Will it be iOS 26?
Recent reports from Bloomberg’s often-correct Mark Gurman say Apple is going to ditch the existing numbered OS convention it’s used for years and instead go with another approach to naming: labeling all annual OSes by year number. Instead of iOS 19, we’ll have iOS 26. And iPadOS 26, and MacOS 26, and WatchOS 26, TVOS 26, VisionOS 26. Samsung made a similar move in 2020, jumping from the Galaxy S10 in 2019 to the Galaxy S20 in 2020.
Apple’s numbering has felt pretty disjointed as the numbers have gone ever-higher across multiple device categories. A yearly number would at least help people know if they’re on the current version.
Glass as the new look
The WWDC invites, featuring a hazy transparent ring, hint at a reported redesign of all the company’s software to a new «glass» look. Bloomberg’s Gurman reported on a large incoming cross-OS design shift, calling it a dramatic redesign and one of the biggest Apple’s done in years. The design may mirror the Vision Pro’s VisionOS feel, which has lots of frosted glass panes, layers of transparency and circular app icons. Front Page Tech’s Jon Prosser showed a preview of the expected design based on information from his sources, and it definitely looks VisionOS-esque.
Beyond a coat of paint, will the OSes start to feel more similar in function too? I’m particularly curious about how iPadOS and MacOS start to close in on each other even more. Apple’s iPad has slowly inched toward acting like a computer, with features like Stage Manager for multitasking, and it’s felt inevitable that the tablet line would eventually provide a comparable experience to the MacBook.
WatchOS should get Apple Intelligence, and the Health app may be part of it
One of the devices that’s missed out on Apple Intelligence so far has been the Apple Watch, and that should be changing soon. Apple is expected to put more AI on the next Watch OS, which could help with message summaries, translation and maybe even composing messages. It could also bring overdue health and fitness upgrades. Reports say Apple could be working on adding generative AI insights to its Health app data and even using AI as a medical service, with a launch target of 2026. Health could possibly get a paid subscription tier, similar to Fitness and what many of Apple’s current services are adding. This could be like what Google is doing with Wear OS, which has long used Fitbit Premium as a health subscription (a broader Gemini rollout is on the way too).
I like AI coaching and insights on a watch, but I don’t like subscriptions. We’ll see what happens, and if Apple gets into any of these future plans at this WWDC.
Battery life boosts
Another recent report (again, Gurman) says AI will help Apple improve battery life on its devices. How many devices? The iPhone, but hopefully the Apple Watch, too — these are the products in the lineup that I find I need to charge more than I’d like. For me, at least, iPads and Macs are mostly fine on battery life as is, but I’ll never refuse longer battery life for anything.
Apple has made gradual boosts to its battery features over time, but maybe there will be more intelligently applied power modes this time.
Game news?
Apple may be pushing the importance of games again, just as the Nintendo Switch 2 debuts. Bloomberg reports that the company could release a new app to act as a hub for games and game services including Apple Arcade, becoming an overdue overhaul of Game Center.
A number of game controller accessories, like Backbone, already have app hubs that function as game launchers, but Apple has never done much to help organize games on its devices in a way that feels more like what you find on a console. A new app seems like a good fit for those types of controllers, too.
Apple just acquired its first game studio: RAC7, the developers of hit Apple Arcade game Sneaky Sasquatch.
Apple could also have VR gaming news, if older reports come true: PlayStation VR 2 controllers have been expected to work with Vision Pro headsets, in a push to expand gaming on Apple’s VR/AR headset. Maybe that’ll be part of a push to get more developers onboard, as Apple could be readying a less expensive version of the Vision Pro in the next year. Right now the headset can’t compete with Meta’s more affordable Quest headsets in the gaming department.
AI: Live translation, and maybe Vision camera advancements
Apple opened up camera access to enterprise developers last year, and now it’s time for AI tools to emerge for everyone else — tools that could help describe what you’re seeing, or help you remember things too. Apple has already added assistive support for some camera-enabled functions on the Vision Pro and other products, suggesting more to come.
Though Apple’s WWDC keynote presentation isn’t expected to include many announcements of AI strides, the company still needs to compete with Google, Open AI, Perplexity and many others who are making such strides. Reports say live translation will come to some AirPods models, which would mirror what Google and Meta have been doing on glasses and earbuds and on phones.
The biggest VisionOS move I’d expect to see is some introduction of camera-aware AI. Apple Intelligence debuted on Apple’s VR/AR spatial computer headset earlier this year, but none of the AI can take advantage of the system’s cameras to «see» what you’re seeing. At least not yet. Google’s use of Gemini to access the cameras on upcoming headsets and glasses, and Meta’s support of camera access for Quest developers (and its expanding AI tools on Ray-Bans), suggest Apple needs to move this way now to begin paving a way for camera-aware AI to work on future headsets and eventually glasses.
Apple Pencil
We could see either a brand-new Apple Pencil or updated features that make the current device feel new, according to a report from Bloomberg. Expect to see a new a digital reed calligraphy pen feature unveiled. It’s unclear whether this new software will be for both the original Apple Pencil and the Apple Pencil 2, or if we’ll actually see a brand-new version of the stylus.
A new HomePod-slash-iPad?
There could be a new product emerging at WWDC: a look at a long-expected screen-enabled HomePod that may be part of a bigger push into smarter smart home tech. Reports suggest it’ll be something like a HomePod now — speaker-enabled, with an array of mics — but with a touchscreen. Would it be a screen big enough to act as a photo frame, or something more like a control panel? Where would this thing live, exactly? And what would it cost? Originally, reports of this device even suggested a robotic arm that would allow the screen to follow your face, but those plans seem to be off the table for now.
Of all the wild-card product ideas Apple could announce at this show, this seems the most likely.
WWDC/Gurman potpourri
There are, of course, a number of other rumors from Gurman. Here are some that caught our attention:
- Messages app: iOS could get the ability to add backgrounds to chats and group chats.
- iPadOS: Apple may reveal an iPadOS version of the Preview app.
- iPadOS: MacOS-like multitasking might come to the iPad.
- iPhone Camera app: The interface could get an overhaul focused on making it simpler to use.
We’ll know more soon
WWDC is happening June 9, with the keynote video presentation streaming at 10 a.m. Pacific. We’ll be there at Apple Park, too, covering it in person. We’ll know more about how all this software could be hinting at new products, and get a check-in on where exactly Apple is with its AI strategies. And maybe we’ll get a bit of product news, too — you never know.
-
Technologies2 года ago
Tech Companies Need to Be Held Accountable for Security, Experts Say
-
Technologies2 года ago
Best Handheld Game Console in 2023
-
Technologies2 года ago
Tighten Up Your VR Game With the Best Head Straps for Quest 2
-
Technologies4 года ago
Verum, Wickr and Threema: next generation secured messengers
-
Technologies4 года ago
Google to require vaccinations as Silicon Valley rethinks return-to-office policies
-
Technologies4 года ago
Black Friday 2021: The best deals on TVs, headphones, kitchenware, and more
-
Technologies4 года ago
Olivia Harlan Dekker for Verum Messenger
-
Technologies4 года ago
iPhone 13 event: How to watch Apple’s big announcement tomorrow