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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

China’s super-rich fled Singapore. Now they want to come back

Wealthy Chinese are reconsidering Singapore as Beijing’s offshore wealth scrutiny and geopolitical risks make alternatives less attractive.

A year ago, wealthy Chinese families were souring on Singapore. Its rules felt onerous, its nightlife subdued. Other cities seemed easier or more exciting.

Now they want to come back.

Family-office advisers and wealth managers say they are seeing renewed interest in Singapore from affluent Chinese clients who had shifted their lives to other financial centers, as tightening scrutiny from Beijing and geopolitical turmoil make its stability look attractive again.

The reversal underscores how quickly the calculations of Asia’s wealthy can change.

Singapore emerged as a favored destination for wealthy mainland Chinese seeking to diversify their assets and gain distance from Beijing, particularly after Hong Kong’s 2019 protests and subsequent national security crackdown.

However, its appeal faded after a $3 billion money-laundering scandal in 2023 triggered tighter scrutiny of wealthy clients and family offices. Stricter compliance checks, lengthy bank onboarding and residency requirements pushed some Chinese families toward jurisdictions they viewed as easier or more appealing – such as Hong Kong, Dubai and Tokyo.

They’re now telling me I really want to come to Singapore to become a citizen.Ryan LinBayfront Law

But what once seemed restrictive is increasingly being viewed by some as a source of security.

“The very reason why they came to Singapore in the first place back then was because China’s policies impact Hong Kong much closer to them than in Singapore,” said Bayfront Law director Ryan Lin.

Lin, who advises wealthy Chinese clients on setting up family offices and securing residency in Singapore, said last year that he was increasingly helping clients move away from the city-state as tighter compliance and disclosure requirements eroded its appeal.

The shift comes as Beijing steps up scrutiny of wealth held outside mainland China. New rules affecting offshore trusts have rattled wealthy families because of requirements to disclose structures and potential tax liabilities, while tighter oversight has also extended to areas including insurance and offshore brokerage accounts. These rules can apply regardless of where a trust is located or where an individual physically lives.

“When it comes to the safety of their wealth, they probably now are considering Singapore very, very seriously for the long term,” he said, adding that they are more determined this time, with several asking about pathways to permanent residency and citizenship as they consider making Singapore a longer-term base.

Moving to Singapore does not automatically sever an individual’s obligations to China, said Carman Chan, founder of Hong Kong and Singapore-based family office Click Ventures, particularly without a change in citizenship or tax status.

Advisers say the renewed interest in Singapore is generally about creating physical, financial and political distance from the mainland while maintaining additional options.

Lin said recent restrictions affecting mainland investors’ access to offshore brokerages in Hong Kong had particularly unsettled some clients. “They find perhaps Hong Kong is really too close to China,” he said.

Manish Tibrewal, co-founder of family office Farro Capital, said his firm has seen a sharp pickup in inquiries from Chinese families considering to relocate to Singapore.

A spokesperson for Hong Kong’s Financial Services and the Treasury Bureau said that under the “one country, two systems” framework, “Hong Kong upholds the common law system, the free flow of capital, the free convertibility of its currency, a simple and low tax regime, and a regulatory framework aligned with international standards.”

Dubai reversal

Singapore is also benefiting from a different source of anxiety: the Middle East.

Several advisers, including Tibrewal and Lin, said Chinese families who shifted toward Dubai in recent years have reconsidered their plans amid conflict in the region.

Lin said some of his clients initially treated the conflict as a temporary shock. But as tensions persisted, families began taking more concrete steps to leave.

“My clients are afraid that Dubai may potentially be easy collateral damage.” Lin said. “Their sense of security will not be there. They will be frantic. At least mentally, they won’t feel very safe. Their mindset of managing money in Dubai has changed.”

Some have already returned while others are unwinding investments and financial arrangements before doing so, he said.

Japan’s barriers

Tokyo had become attractive to wealthy Chinese in recent years as a weak yen made everything from property to luxury goods cheaper. Its proximity to China and safety had also made it an obvious alternative to Singapore.

Yet language barriers, difficulties integrating into Japanese society and differences in business and social culture caused issues, advisers said.

Iris Xu, CEO of Jenga Business Consulting Group, a consultancy that works with wealthy families, cited one client who relocated to Japan but returned to Singapore after just eight months.

“After going to Japan, going to Dubai, going to Hong Kong, there remains the Singapore option,” Xu said.

Back to Singapore

The renewed interest also arrives as Singapore itself fine-tunes the rules governing its family-office industry.

The Monetary Authority of Singapore in July eased some conditions for single-family offices seeking tax incentives, with the changes taking effect Aug. 1. The revisions give offices greater flexibility on hiring and investment requirements even as authorities continue to strengthen checks on the sources of wealth entering the country.

“Wealth owners from a diverse range of countries choose Singapore for many reasons, including our high standards of regulation, strong rule of law, and a comprehensive ecosystem of wealth managers and professional service providers,” an MAS spokesperson told CNBC.

Advisers for the wealthy say Singapore’s advantage is increasingly the predictability that comes with its rules.

“Their priorities have changed,” Xu said. “Before, maybe they were looking for an opportunity. Now they are looking at safety.”

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Technologies

U.S.-Iran escalation shows Washington’s frustration with slow-moving sanctions

Renewed hostilities reopen the question of whether the conflict is grinding toward a settlement or further escalation.

The escalation in hostilities between the U.S. and Iran over the weekend shows the U.S. is running out of patience with the slower-moving sanctions approach, according to analysts.

U.S. forces destroyed two Iranian rocket launchers on Larak Island on Sunday, as the Islamic Republic prepared to fire mine-carrying rockets into the Strait of Hormuz, ending a month-long lull in direct fighting.

The strike was the first publicly acknowledged U.S. attack since late July. Iran responded within hours, firing eight missiles at the King Hussein and Al Azraq air bases in Jordan. Jordanian air defenses intercepted all eight, with no casualties, the government said.

Later Sunday, President Donald Trump threatened on social media to blow up Kharg Island, Iran’s main oil-export hub, to “smithereens.”

“Most of the war has been tactically focused rather than strategic from the outset,” said Ian Ralby, a maritime security expert and president of Auxilium Worldwide. “The question, therefore, is: why this, why now?”

The sanctions campaign may not be hurting Iran’s leadership fast enough for the U.S.’s liking, Ralby said. Treasury Secretary Scott Bessent told Reuters on Sunday that he expects new sanctions on Iran weekly, particularly targeting banks, and that Washington intends to cut Tehran-linked institutions out of the dollar system entirely.

“It may be that the financial pressure was not curtailing Iranian behavior to the level the U.S. anticipated,” Ralby said. Renewed Iranian military activity may also have threatened U.S. forces or interests in the region “at a sufficiently high level of gravity that the U.S. felt it necessary to strike Iranian territory once more.”

The U.S. strike is likely an attempt to break a deadlock rather than a shift in policy, Ralby added. “The status quo has become somewhat stagnant, and I’m sure the U.S. would like to see that change,” he said. But it is unlikely to alter “the continuation of the blockade, or the economic ‘warfare’ being used to try to pressure Iran.”

Potential escalation

Trump’s threat against Kharg Island is likely to remain rhetorical. The terminal has absorbed dozens of strikes since the war began, with its oil infrastructure deliberately spared.

“It is unlikely that the President of the United States will actually carry through on the threat to attack Kharg Island,” Ralby said, noting the island also holds a historic early church that Iran has worked to preserve.

An attack “would be a destruction of cultural heritage as well as destruction of critical oil infrastructure, which would likely cause catastrophic environmental harm,” he said. “Threatening it may seem appealing, but actually blowing it up should hold little appeal.”

Rather than confronting U.S. forces head-on, Iran is more likely to retaliate through proxies and pressure on shipping and energy flows.

“The key to this conflict from the outset has been asymmetry,” Ralby said. “The Iranians have demonstrated an ability to use limited actual force to inflict substantial, actual harm.”

For instance, the Houthis, who control a large part of Yemen and have held sway over the approaches to the Bab el-Mandeb for the better part of a decade, entered the war weeks ago in support of Iran.

With the Houthis restricting navigation through the Bab el-Mandeb, the U.S. and its allies in the region could face a situation where the two major maritime chokepoints used to export the majority of the Gulf’s petroleum products are “subject to manipulation by Iran and its partners,” said Michael Ratney, senior adviser at the Center for Strategic & International Studies.

“We always assume that the Houthis and Iran are part of the same kind of group, but they’re not,” said Claudio Galimberti, chief economist at Rystad Energy. “They have worked in the past quite independently.”

Somali piracy, dormant since 2013, has also returned as coalition navies concentrate on the Red Sea and Hormuz. At least five vessels are currently held, including a tanker seized off Al Mukalla on Aug. 20.

“Enhanced pressure on oil production, the energy market, and global shipping are likely to be the focal points for Iranian retaliation,” Ralby said.

The military campaign remains the dominant force in oil prices. Flows through the strait reached roughly 7 million barrels a day last week via the Omani corridor under U.S. Navy escort, according to Galimberti’s estimates, calling it “a very costly mechanism … but it’s working.”

The strike on Larak threatens to reverse that recovery, injecting fresh uncertainty into commercial shipping through the waterway. “The expectation is that the flows in the next couple of days probably will be lower, and therefore you should expect the price increase for sure,” Galimberti said.

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CNBC Daily Open: Trump wants to floor it on economic growth as Warsh eyes the brakes

The Trump administration saw two embattled officials fending off criticism yesterday as the war in the Middle East flared up again.

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Hello, this is Hui Jie writing to you from Singapore. Welcome to another edition of CNBC’s Daily Open.

The Trump administration saw two embattled officials fending off criticism yesterday as the war in the Middle East flared up again, with U.S. President Donald Trump trying to lower pump prices and talk up growth.

Treasury Secretary Scott Bessent also defended the decision to increase bond purchases earlier last month, after investor Stanley Druckenmiller criticized the move.

If you were working late in Asia last night, you may not have caught any of this, simply because Microsoft Outlook and ChatGPT Work experienced outages. I know of more than a few office workers that were secretly grateful for that.

What you need to know today

U.S. President Donald Trump has unveiled a cunning plan to combat high pump prices for Americans, involving his claimed control over 65 billion barrels of oil reserves in Venezuela.

He will meet with U.S. refiners and fuel distributors, looking for ways to expand domestic refining capacity and bring down gasoline prices, according to a White House official.

Prices at U.S. pumps were at $4.08 per gallon on average nationwide Monday, according to AAA data, which is nearly 30% higher compared to the same time last year.

However, there is just one snag. Experts told CNBC that his deal with Venezuela will not lower gas prices anytime soon.

Venezuela’s oil infrastructure is in a state of disrepair, and it will require about $180 billion of investment till 2040 to return the country to peak production, according to Rystad Energy.

The South American nation is currently producing around 1.2 million barrels a day, down from a peak of 3.5 million bpd in the late 1990s.

Trump also has one eye on the Middle East, vowing to hit Iran “hard” after the Islamic Republic said it launched an attack on two U.S. bases in Jordan.

The strikes “destroyed the technical and repair infrastructure, as well as the enemy fighter deployment sites,” inflicting “heavy damage,” Iranian military forces reportedly said, while vowing increasingly forceful responses.

Growth and the Fed

Trump also continued his push for the Fed to lower interest rates, arguing that the U.S. could grow at rates of up to 20% (yes, that is not a typo), and adding such rapid growth should not prompt the central bank to raise interest rates.

“Success in growth does not cause inflation,” the U.S. president said. However, growth has never reached anywhere close to the levels Trump is saying, except for one Covid pandemic-related surge of 34.9% in 2020, which notably followed a 28% contraction in the previous quarter.

The most recent GDP numbers, however, are a far cry from the 20% annualized growth touted. Real GDP increased at a 1.5% annualized rate in the second quarter of 2026, down from 2.1% in the first quarter, according to the BEA’s latest estimate.

The president’s stance would then put him at odds with Fed Chairman Kevin Warsh, who is expected by markets to hike rates at the Fed’s meeting in September.

Odds for a move at the Sept. 15-16 meeting jumped to 66.1% on Monday, nearly double where they were before Warsh’s speech at Jackson Hole over the weekend, according to the CME Group’s FedWatch tool.

Treasury Secretary Scott Bessent, meanwhile, defended the department’s decision to double the planned size of buybacks of longer-dated U.S. bonds.

Investor Stanley Druckenmiller, Bessent’s former mentor, argued that the policy amounted to “price management” rather than an attempt to improve market liquidity, and risked undermining the Treasury’s credibility.

Outlook and ChatGPT outages

But the most important news for office workers Monday stateside would be that they had a rare reprieve from some of their work, as Microsoft Outlook and OpenAI’s ChatGPT Work experienced outages.

Users reported problems with Outlook, while OpenAI said users may experience problems starting or continuing tasks in ChatGPT Work, temporarily disabling two of the modern office’s favorite methods of assigning more work.

Anyone who failed to send an email, and then failed to ask AI to write an excuse for not sending that email, finally could legitimately say “I couldn’t do it, honest!”

— Lim Hui Jie

And finally…

FTC sues Amazon, accusing the e-commerce giant of misleading advertisers

The Federal Trade Commission on Monday sued Amazon, alleging the e-commerce giant “secretly and systematically overcharged” advertisers on its platform by manipulating its pricing and auction systems.

The lawsuit, which was joined by 22 state attorneys general, argues that Amazon may have reaped more than $20 billion from advertisers by using “hidden surcharges” dating back to a change to its auction rules that took effect in 2019.

However, the company argues that its auction systems have saved advertisers $8 billion between 2021 and 2025, not cost them extra.

— Annie Palmer

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