In 2023, Apple unveiled a mixed-reality headset that has been little more than a niche product, and last year WWDC trumpeted its first major foray into the AI craze with an array of new features highlighted by the promise of a smarter and more versatile version of its virtual assistant, Siri — a goal that has hasn’t been achieved yet. Instead of making a big splash as it did with the Vision Pro headset and its AI suite, Apple took a mostly low-key approach that emphasized its effort to spruce up the look of its software while also unveiling a new hub for its video games and new features like a “Workout Buddy” to help track physical fitness on its smartwatch. Although it was meant to promote the June 27 release of the Apple film, “F1” starring Brad Pitt, the segment could also be viewed as an unintentional analogy to the company’s attempt to catch up to the rest of the pack in AI technology.
Author: Michael Liedtke, Associated Press
Published at: 2025-06-09 20:56:11
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