Apple’s Worldwide Developers Conference (WWDC) 2024 is expected to be one of the most anticipated events in recent years. The tech giant is set to make a significant push into generative AI, marking a new era in its product development strategy.

Apple has been relatively quiet in the AI conversation, but the upcoming WWDC event is expected to change that. The company’s CEO, Tim Cook, has hinted at potential AI news during the company’s Q2 call, emphasizing Apple’s capabilities in both hardware and software.

The highlight of WWDC 2024 is expected to be a new generative AI-powered version of Apple’s Siri smart assistant. This feature will allow Siri to control individual features within apps, making it far more versatile than the current Siri. This move could transform Siri from a simple digital helper into a truly smart assistant, providing proactive tips and improved responses to user queries.

Apple’s AI features, dubbed Apple Intelligence, will also touch a host of other apps including Messages, Notes, and Safari. However, how Apple will power a smarter Siri remains an open question. Reports suggest that Apple has held talks with OpenAI and Google to license their GPT and Gemini software, respectively.

The AI rollout is eagerly awaited by both consumers and Wall Street. While consumer use cases have been relatively limited so far, a well-developed AI feature could potentially drive consumers to upgrade their devices.

In addition to AI, Apple is also expected to unveil Rich Communication Services (RCS) for the iPhone, allowing users to text high-quality images and videos to Android users. This move, along with the ability to arrange app icons freely on the iPhone home screen, indicates Apple’s commitment to improving user experience.

As Apple ventures into generative AI, it will be interesting to see how this move shapes the company’s product line and impacts the tech industry at large.