Apple prioritizes hardware over AI in recent marketing event
- Apple recently unveiled various hardware upgrades during a marketing event, focusing heavily on gadget improvements.
- There was minimal discussion of artificial intelligence, with only a few references made and no updates on Siri mentioned.
- This indicates that Apple is choosing to prioritize its established hardware expertise while treading carefully in the AI space.
During a recent marketing event, Apple presented various upgrades to its gadgets, emphasizing its commitment to hardware improvements. Notably absent was any significant discussion regarding artificial intelligence, which suggests a strategic shift in priorities. Apple executives made only a few fleeting references to AI and did not mention updates to Siri, the company's digital assistant, which underwent an unsuccessful overhaul last year. This reluctance to engage with AI comes in the wake of challenges faced by Apple in implementing AI features effectively, with the company recalling some functions due to reliability issues. Analysts believe Apple is being pragmatic in its approach, opting to maintain its core strengths while avoiding potential over-promises that could lead to under-delivery in AI technology. Instead, Apple may seek partnerships or acquisitions to integrate AI effectively without the financial risks associated with developing AI technology in-house.