Apple’s late to the AI party, but could still be the life of it

What might work for the iPhone maker is that, unlike rivals, it is leveraging AI for precise, practical tasks that work quietly in the background, instead of being overambitious.

Big Tech has been fairly quick to hop on to the artificial intelligence bandwagon. But even as firms like Google and Microsoft were trying to one-up each other, one tech giant was maintaining radio silence. That seems to be changing now. 

On Monday, at Apple’s Worldwide Developers Conference 2024, the tech firm unveiled “Apple Intelligence”—a new suite of AI-powered features for iPhone, Mac and other devices, which is set to be rolled out later this year. 

It seems like Apple has not only gone all out (all at once, that too) but is really banking on these newly introduced AI-powered …


Ujjaini Dutta

Ujjaini writes for Yesterday at The Morning Context. She joins us from MEA WorldWide, where she worked as a sub-editor, and has previously worked as an editorial intern at The Wire’s LiveWire. Ujjaini published her debut novel—Manik-er Khata—in 2022.