We’ll be watching for real progress with Siri and Apple’s AR efforts.
Apple is expected to show off the latest version of iOS and some of its other big software platforms today as it kicks off WWDC, its annual developers conference, in San Jose, Calif.
But now 10-plus years into the iPhone era — with global smartphone sales flat and Apple and Google the long-crowned platform winners — it’s unlikely any of the new iOS features Apple announces today will have any profound impact on the company’s success.
What really matters is how Apple is setting itself up for the future, and that will be seen in two main areas:
Siri and AI
It’s pretty clear that ambient, voice-driven computing is going to be something, and that artificial intelligence is going to be a key part of it.
Apple was early with the Siri assistant in 2011, but Amazon and Google have caught up, and in many ways, have surpassed Apple. How serious is Apple about leading this push? Can it leapfrog its competitors while maintaining its privacy stance?
For Apple to impress here, it will need to show real progress in both how Siri “hears” and responds to questions, and how it’s creating tools for developers to build elegant but useful voice apps.