Apple seems to be all set to take the stage at the Worldwide Developers Conference on June 8, where the brand is expected to unveil a new approach and surprisingly it will not include launching a ChatGPT killer or a Gemini rival.
Apple May Launch A New Approach at WWDC
This is going to happen, despite the company knows that its artificial intelligence (AI) technology lags behind OpenAI, Google, Anthropic and others, and that the gap is not closing anytime soon as suggested by the media report.
It appears that the brand is changing the game it is playing rather than continuing to chase competitors who are pulling further ahead by the month reportedly.
Apple’s latest approach is to ‘Don’t win AI, win everything around it, the report said further adding that Apple’s new approach is expected to be straightforward – Don’t build the best AI but the best products that AI runs on.
For instance, Apple’s software, like iMessage, has been designed to sell hardware, not generate revenue on its own, that philosophy is not changing but Apple will reportedly fill the gaps left by its own AI shortcomings.
The strategy which Apple is following has two parts – in the first part , they will embed just enough AI into its operating systems to stop users from switching to Android, and, Second will have open Siri and Apple Intelligence to third-party AI services, letting outside companies bring their capabilities into the Apple ecosystem while Apple takes its customary cut.
Moving ahead, for the centrepiece of Apple’s WWDC announcement, the brand is expected to launch a new feature called Extensions, arriving with iOS 27, reportedly.
Basically, this feature will allow the users to install third-party AI chatbots and run them directly inside Siri.
Apple Keep The Non-negotiable Privacy Promise
They have planned to have its own dedicated section in the App Store forcthis feature, effectively creating a marketplace for AI integrations.
Here, the users will have the option to choose which AI powers their experience, they can select out of Google’s Gemini, Anthropic’s Claude, OpenAI’s ChatGPT, or others yet to arrive, as mentioned in the report.
Besides, this Google Gemini deal will buy Apple some time as running alongside the Extensions strategy is a separate effort to use Google’s Gemini technology to revamp Siri and other core Apple AI functions.
The two companies announced a multi-year collaboration, with the next generation of Apple’s Foundation Models set to be built on Gemini’s infrastructure during January.
With this deal in place, Apple offers an in-house AI experience that is capable without having to build that capability itself.
In addition to this, the brand has complete access to the Gemini model in its own data centre facilities, and it can use that access to produce smaller models.
This way Apple could keep its non-negotiable privacy promise because all processing will continue to run on Apple devices and its Private Cloud Compute system, with user data staying off Google’s servers.
