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Apple\u2019s annual World Wide Developers Conference<\/a> on Monday is expected to herald the company\u2019s move into generative artificial intelligence, marking its late arrival to a technological frontier that\u2019s expected to be as revolutionary as the invention of the iPhone.<\/p>\n The widely anticipated display of AI to be embedded in the iPhone and other Apple products will be the marquee moment at an event that traditionally previews the next version of software that powers the company\u2019s hardware lineup.<\/p>\n And Apple\u2019s next generation of software is expected to be packed with an array of AI features likely to make its often-bumbling virtual assistant Siri smarter<\/a>, and make photos, music, texting \u2014 and possibly even creating emojis on the fly \u2014 a more productive and entertaining experience.<\/p>\n True to its secretive nature, Apple hasn\u2019t provided any advance details about Monday\u2019s event being held at the company\u2019s Cupertino, California, headquarters.<\/p>\n But CEO Tim Cook has dropped strong hints during the first few months of this that Apple is poised to reveal its grand plans to enter a space that has been fueling an industry boom during the past 18 months.<\/p>\n AI mania is the main reason that Nvidia<\/a>, the dominant maker of the chips underlying the technology, has seen its market value rocket from about $300 billion at the end of 2022 to\u00a0about $3 trillion<\/a>. The meteoric ride allowed Nvidia to briefly surpass Apple last week as the second most valuable company in the U.S. Microsoft<\/a> earlier this year also eclipsed the iPhone maker on the strength of its so-far successful push into AI.<\/p>\n But analysts have been have been getting increasingly worried that Apple may be falling too far behind in the rapidly changing AI space, a concern that has been compounded by an\u00a0uncharacteristically extended slump<\/a>\u00a0in the company\u2019s sales. Both\u00a0Google<\/a>\u00a0and\u00a0Samsung<\/a>\u00a0already have released smartphone models touting AI features as their main attractions.<\/p>\n That\u2019s why analysts such as Dan Ives of Wedbush Securities view Monday\u2019s conference as a potential springboard that catapults Apple into another robust phase of growth. Ives believes infusing more AI into the iPhone, iPad and Mac computer will translate into an additional $450 billon to $600 billion in market value for Apple.<\/p>\n Monday\u2019s conference \u201crepresents the most important event for Apple in over a decade as the pressure to bring a generative AI stack of technology for developers and consumers is front and center,\u201d Ives wrote in a research note.<\/p>\n Apple definitely could use the boost that AI may be able to provide, particularly for its 13-year-old assistant Siri, which Forrester Research Dipanjan Chatterjee now calls an \u201coddly unhelpful helper.\u201d<\/p>\n Meanwhile, OpenAI\u2019s ChatGPT is getting increasingly conversational \u2014 so much so that it recently sparked accusations of intentionally copying a\u00a0piece of AI software voiced by Scarlett Johansson<\/a>\u00a0\u2014 and Google<\/a> last month previewed an AI \u201cagent\u201d\u00a0dubbed Astra<\/a>\u00a0that can seemingly see and remember things.<\/p>\n Besides using AI to spruce up Siri, Apple may also team up with OpenAI to bring some elements of ChatGPT to the iPhone, according to a wide range of unconfirmed reports leading up to Monday\u2019s conference.<\/p>\n This will be the second straight year that Apple has created a stir at its developers conference by using it to usher in its entrance into a trendy form of technology that other companies already had been making inroads.<\/p>\n Last year, Apple provided\u00a0an early look at its mixed-reality headset<\/a>, the Vision Pro, which wasn\u2019t released until early this year carrying a $3,500 price tag that has been a major impediment to gaining much traction. Nevertheless, Apple\u2019s push into mixed reality, tweaked with a twist that it bills as \u201cspatial computing,\u201d has raised hopes that what is currently a niche technology will turn into a huge market.<\/p>\n\n