According to reports, Apple is planning to attempt to persuade doubters of its AI strategy after rivals raced ahead in adopting artificial intelligence.

Artificial intelligence and its partnership with ChatGPT maker OpenAI are likely to be key topics at Apple's WWDC developer conference opening night in Silicon Valley.

The conference is Apple's annual gathering for developers who create apps for iPad, Mac, and iPhone, and CEO Tim Cook will be working hard to convince the audience that Apple is a major player in the AI market.

Apple has been quietly integrating AI features into its hardware for years but has yet to solidify its overall strategy or implement the ChatGPT-style generative AI that took the world by storm in late 2022.

Meanwhile, as rivals Microsoft and Google launched new products one after another, Microsoft and artificial intelligence chip manufacturer Nvidia surpassed Apple to become the world's largest companies by stock price.

Apple's stock price has plummeted since the AI craze took off, but believers see Monday's announcement as the start of a new chapter for the iPhone maker.


“While its silence has been deafening, that will all change on June 10, when Apple crosses the AI Rubicon,” says Dipanjan Chatterjee, an analyst at research firm Forrester.

The announcement will almost certainly focus on updates to iOS 18, Apple's iPhone operating system, in which AI is expected to play a central role.

Also heavily rumored is a "flagship" OpenAI partnership that could involve an exclusive chatbot for iPhone owners and supercharge the much-derided Siri.

“Since Apple makes most of its money from selling iPhones, the AI will likely focus on its devices and services working more seamlessly together,” says Creative Strategies analyst Carolina Milanesi.