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Apple’s AI opportunity: Be the adult in the room
WWDC 24 is almost here, and everyone expects it to be all about AI. As the eyes of the tech world turn back to Apple, there’s a lot of work to do. It’s got to establish that it’s been working on AI features for years, show off new features, catch up with AI features from competitors, and maybe even take the opportunity to show where it’s raising the bar.
But this isn’t just Apple’s chance to show it’s doing AI right. It’s also an opportunity to redefine the conversation about AI to make it more substantive and results-oriented—and, of course, to make Apple look better while doing it.