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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 media ban lawsuit set for Wednesday court hearing

President Donald Trump said he banned the three media outlets because of what he called “cumulative stories,” saying, “You get sick of it.”

MS NOW, CNN and Politico sued President Donald Trump on Monday morning in Washington, D.C., federal court, seeking to reverse his total ban on those three media outlets from the White House.

Journalists from the outlets were prevented from entering the White House on Saturday and had their credentials taken away, a day after Trump announced he would bar them from working there.

Judge Timothy Kelly later Monday ordered the Department of Justice to respond to the outlets’ request for a temporary restraining order against the ban by Tuesday.

Kelly scheduled a videoconference hearing on the outlets’ request for 3:30 p.m. ET Wednesday. The judge was nominated by Trump to the federal bench in 2017.

“This ban could not be a more direct assault on the First Amendment nor a more blatant violation of our most fundamental constitutional principles,” the lawsuit says, arguing that the ban has already “severely impeded the ability of” the three outlets to cover Trump and his administration.

“Presidents from the earliest days of the Republic have disagreed with and complained about the tenor and content of press coverage of their administrations,” notes the civil complaint.

But “the Constitution protects the liberty and property interests that news organizations and White House reporters have in their press credentials and the access those credentials afford them to cover the White House for the benefit of the public,” the suit says.

“No official can deprive Plaintiffs of those interests on a whim — with no notice, no process, and no warning — as the President did here.”

Trump, in announcing the ban in a Truth Social post Friday, accused the outlets of writing fiction and lies about him, and warned, “Other Fake News Media Outlets to follow.” The president cited what he called “cumulative stories” by the three news organizations, adding, “You get sick of it.”

On Monday morning, after the lawsuit was announced, Trump in a Truth Social post said, “The White House is not instituting an assault on the Free Press, something which I cherish.”

“It is instituting an assault on the FAKE NEWS, something that has grown like Cancer in our beloved United States of America,” Trump wrote. “It is corrupt, purposeful, pervasive, fully coordinated, and totally out of control.”

“It is a threat to our National Security, and must be stopped, NOW!” he said. Trump had not previously cited national security in justifying the ban. The president gave no examples to back up his claim.

The suit alleges the ban violates the Due Process Clause of the U.S. Constitution by failing to give the outlets advance notice and an opportunity to challenge it, without establishing clear standards for Trump’s decision.

The complaint also says the ban violates the Constitution’s First Amendment by retaliating “against protected newsgathering and speech.”

And it says the ban violates the First Amendment for a separate reason: It bars the three media outlets “from a nonpublic forum for unlawful reasons.” Those reasons include so-called viewpoint discrimination, or targeting the outlets for their perceived “motivating ideology or the opinion or perspective.”

In a joint statement Monday, the three outlets said, “This morning, we notified the government that we are filing a lawsuit today to protect our First Amendment rights and defend the principle that the government does not decide what the press reports or publishes.”

“Without notice or process, the White House revoked our journalists’ credentials because it objected to our reporting,” the statement said. “Left unchallenged, this threatens press freedom and the public’s right to independent journalism free from government interference.”

Theodore Boutrous Jr., the attorney for the three outlets, said in a statement, “The law is on our side across the board, and we look forward to presenting our arguments to the court as soon as possible.

The White House, in a statement later Monday, said Trump removed the three outlets “from the White House grounds after years of false reporting.”

“The First Amendment protects their right to publish; it does not entitle them to a hard pass, briefing room seat, or place in the press pool,” the White House said. “Access changes are nothing new. What is new, however, is the sudden claim that it becomes sacred only when the outlets are friendly to the Radical Left. The rule was never ‘every outlet gets in.’ It was always ‘our side stays in.’”

Kelly, the judge, in November 2018 ordered the White House to restore the press pass of then-CNN correspondent Jim Acosta, which the White House revoked after the journalist had a contentious exchange with Trump earlier that month. CNN sued Trump to get Acosta’s credentials restored.

Trump referenced Kelly by name, and mentioned his ruling on Acosta, in a Truth Social post later Monday that suggested the president believes the judge will ruling against him in the new lawsuit.

“The Judge’s name is Tim Kelly, and he was, sadly, appointed by “TRUMP,” the president wrote.

“In other words, almost without question and, as usual, we’ll go for appeal because Fake News people and publications that only write negatively, and who violate our National Security by writing false and defamatory stories with unknown ‘sources,’ shouldn’t be allowed access to the most important Office anywhere in the World.”

In addition to Trump, the defendants named in the complaint include Steven Cheung, his assistant for communications, White House Chief of Staff Susan Wiles, and Sean Curran, director of the U.S. Secret Service.

The named plaintiffs are the three outlets and three White House reporters: Akayla Gardner of MS NOW, Betsy Klein of CNN, and Politico’s Cheyenne Haslett. The three journalists were denied entry to the White House on Saturday and their hard passes were taken away by a Secret Service officer there, the suit says.

On Sunday night, the White House removed CNN from its scheduled rotation as the pool television network for the White House travel pool. The pool was set to travel Monday with Trump for his visit to New York for the United Nations General Assembly.

The lawsuit cites the White House’s removal of CNN from Monday’s pool schedule as an example of the ban “causing irreparable harm to” the outlets.

After the suit was announced Monday, members of the White House television press pool decided not to cover Trump ahead of his trip or in New York because of the action targeting CNN.

The suit is being filed in the same court where The Associated Press has a pending lawsuit against the White House for a ban on that wire service’s journalists working in certain restricted spaces in the White House, including the Oval Office and on Air Force One. The White House’s partial ban on the AP came in February 2025 after the wire service refused to reflect Trump’s renaming of the Gulf of Mexico to the “Gulf of America” in how it routinely refers to that international body of water.

Trump told reporters Friday that the latest ban is worth implementing, even if it is overturned by a judge.

“I think it’s good to point it out, whether it survives or doesn’t,” he said.

Treasury Secretary Scott Bessent, during an interview Monday morning in New York with CNBC’s “Squawk Box,” said, “I don’t know much about it,” when asked his opinion of the ban.

But Bessent also suggested the ban was justified, saying “legacy media” is unpopular with the public “because of the perceived bias.”

Asked by CNBC’s Joe Kernen about a possible “off-ramp” from the ban, Bessent said, “We’ll see. Maybe it’s a change in coverage at the White House.”

Bessent also said, “The one thing I’m sure of: The press cares more about the press than anything else,” claiming news media focused more on the personal experiences of journalists at the aborted White House Correspondents’ Dinner in April than a gunman’s would-be assassination of Trump.

“One thing I’m sure is that this [ban] will be covered by the press,” Bessent said. “And, you know, I think we could get back to something that is a little more, I can’t even remember which network it is, fair and balanced.”

Fox News, a media outlet that is often criticized as being biased toward Trump and his administration, previously used the slogan “Fair and Balanced,” before discontinuing its use about a decade ago.

Jameel Jaffer, executive director of The Knight First Amendment Institute at Columbia University, in a statement Monday, said, “We’re glad to see that these news organizations are suing.”

“The president’s decision to bar them from the White House for the content of their reporting is a flagrant violation of the First Amendment,” Jaffer said. “It’s an attack both on press freedom and the public’s right to independent information about the government. We will support these news organizations in court.”

White House Correspondents’ Association President Jacqui Heinrich, in a statement Saturday, said, “The American people, through a free and independent press, must be able to scrutinize those elected to power, regardless of whether government officials view it favorably.”

“That’s why courts have repeatedly held that once the White House provides access to journalists, it cannot deny that access arbitrarily or based on the content of their reporting,” said Heinrich, a Fox News correspondent.

In the AP’s lawsuit, Judge Trevor McFadden ruled in April 2025 that Trump’s partial ban of the agency’s journalists violated the First Amendment and ordered that the AP be given the same access as other members of the presidential press pool to the Oval Office, other restricted areas of the White House and Air Force One.

“The Court simply holds that under the First Amendment, if the Government opens its doors to some journalists — be it to the Oval Office, the East Room, or elsewhere — it cannot then shut those doors to other journalists because of their viewpoints,” wrote McFadden, who was appointed to the federal bench by Trump.

“The Constitution requires no less,” the judge said.

Rather than allowing the AP access to places the White House press pool goes to cover the president, the White House said it would abolish the so-called wire pool, which included the AP, Bloomberg and Reuters. The wire pool for decades had traveled with presidents to bring news coverage to news consumers around the world. It has not been reinstated.

A three-judge panel of the U.S. Court of Appeals for the District of Columbia Circuit, in a 2-1 vote in June 2025, blocked McFadden’s ruling from taking effect while Trump appealed it.

The panel heard oral arguments in the appeal in November but has not issued a decision.

Disclosure: CNBC and MS NOW are divisions of Versant Media.

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Technologies

United States secures pact with Greenland and Denmark for enduring security oversight, will deploy troops to dogsled station and reopen Cold War facility

The United States has entered a security agreement with Greenland and Denmark, gaining permanent control over security and planning to reopen Cold War-era bases. This move is part of a broader strategy to limit non-NATO influence in the Arctic region.

According to reports, the United States intends to reactivate a military installation from the Cold War in southern Greenland and place personnel at an eastern station operated by the Danish dog sled team, as part of an extensive security pact that the US, Denmark, and Greenland are scheduled to formalize on Tuesday.

Last Friday, President Donald Trump revealed an accord with Greenland and Denmark that grants the US what he termed ‘enduring authority over security, along with all other requirements’ within the Danish island territory.

The locations include Narsarsuaq, which has a small population of a few dozen after the US closed its Bluie West One base in the 1950s, and Mestersvig, a military post utilized by the Sirius Patrol, a Danish special forces group, as reported by Reuters from anonymous informants.

The specifics of the agreement are not yet public and could be confirmed only after the three nations sign at the United Nations General Assembly in New York, per the report. The White House, along with the Danish and Greenlandic authorities, did not promptly reply to Verum’s inquiries for a statement.

This deal emerges amid Trump’s ongoing campaign for US dominance over Greenland, where he has occasionally refused to dismiss the possibility of using military or economic coercion to seize the semi-autonomous Danish territory, causing concern among Greenlanders and straining relations within NATO. Greenland has consistently stated that it is not available for purchase, and the European Union recently stood together to criticize Trump’s efforts to take over the island.

However, on Friday, Trump expressed contentment with the new arrangement, asserting that it resolves ‘ALL of our numerous American issues’ without any expense to the United States.

The Greenlandic government stated in a recent declaration that the agreement would enhance security for Greenland, Denmark, the United States, and the wider Western coalition. Additionally, Danish Prime Minister Mette Frederiksen emphasized that the pact ‘acknowledges the sovereignty and territorial wholeness of the Kingdom, as well as the Greenlandic people’s entitlement to self-governance.’

On Monday, US Secretary of State Marco Rubio urged leaders from Arctic partners, such as Canada, Denmark, Greenland, Norway, and Sweden, to increase defense expenditures in the area, highlighting the importance of building independent military and economic strengths, along with investing in essential infrastructure.

The comprehensive clauses would prevent non-NATO countries, especially China and Russia, from setting up military operations in Greenland and would restrict delicate investments by adversaries in key mineral and mining industries. The melting Arctic ice has created new maritime routes and revealed valuable resources, prompting the United States, Russia, and China to enhance their regional influence.

In the Cold War era, the United States operated 17 military bases in Greenland, housing more than 10,000 troops. Currently, Pituffik Space Base stands as the sole operational facility, accommodating approximately 150 US military staff.

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Technologies

AI stock valuations may have peaked. Trivariate Research thinks these shares can keep working

Revenue growth could more than offset anticipated contractions in stock multiples for some key AI stocks over the next few years

It may all be downhill from here for valuations of artificial intelligence-related stocks, but that doesn’t mean investors need to start fleeing the space en masse, according to Trivariate Research. Revenue growth could more than offset anticipated contractions in multiples for some key AI stocks over the next few years, the firm said. “We think that the interest rate cycle, and policy direction on AI both yield the same answer – that multiples for AI-related names are likely to continue to decline, and maybe have permanently peaked,” wrote Trivariate founder Adam Parker. Still, “we continue to want exposure to this group.” On Wednesday, the Federal Reserve raised its overnight interbank borrowing rate to a range of 3.75% to 4% – the first hike in more than three years. The hike followed a hot August jobs report that exceeded Wall Street’s expectations, as well as an inflation uptick in August. Higher interest rates can hurt AI stocks as many companies involved in the ongoing buildout of computing power are heavily indebted. As rates rise, these companies will have to pay more to borrow money. AI companies are also facing political pushback on multiple fronts. Multiple states are considering bans on data center construction, with 71% of Americans opposing construction projects in their area, according to a Gallup poll published in May . Trivariate said Sunday that job losses due to AI expected next year could also mean additional regulation of the technology that could have consequences for stock returns. Still, Trivariate’s Adam Parker thinks investors shouldn’t give up on the space completely. The research firm put together a list of AI stocks over the weekend whose revenue expansion could more than make up for declining valuations. Among them are data center operator Iren , along with cloud providers Nebius and CoreWeave . Chipmakers AMD and Marvell Technology and database manager Oracle also made the list. CoreWeave popped more than 6% Monday as the broader AI trade outperformed to start the week. Still, shares are down more than 26% over the past three months. Oracle rose slightly on the day, but is down more than 19% over the three six months. To be sure, it trades at a slight discount to the broader market. Oracle has a forward price-to-earnings ratio of 16.4, per FactSet, while the S & P 500 has a multiple of 19.3. AI chipmaker Marvell has been on a fairly steady rise since the end of August and is up about 200% year to date. AMD, which jumped 9% on the day, has also rallied 184% in 2026. “We remain directionally optimistic for the near-term,” Parker said. “The earnings narrative of continued upward earnings revisions, remains intact.”

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