Apple is dealing with an unprecedented set of technical and regulatory challenges as a few of its key executives are set to take the stage on Monday on the firm’s annual software program developer convention.

On the technical facet, lots of the long-awaited Artificial Intelligence (AI) options Apple promised on the identical convention a yr in the past have been delayed till subsequent yr, whilst its rivals resembling Alphabet’s Google and Microsoft woo builders with a bevvy of latest AI options. These unfulfilled guarantees included key enhancements to Siri, its digital assistant.

On the regulatory entrance, courts within the US and Europe are poised to tug down the profitable partitions round Apple’s App Retailer as even among the firm’s former supporters query whether or not its charges are justified.

These challenges are coming to a head on the identical time US President Donald Trump has threatened 25 % tariffs on Apple’s best-selling iPhone. Apple’s shares are down greater than 40 % because the begin of the yr, a sharper decline than Google and in addition lagging the AI-driven good points in Microsoft shares.

Apple has launched among the AI options it promised final yr, together with a set of writing instruments and image-generation instruments, but it surely nonetheless depends on companions resembling ChatGPT creator OpenAI for a few of these capabilities. Bloomberg has reported that Apple might open up in-house AI fashions to builders this yr.

However analysts don’t consider Apple but has what technologists name a “multi-modal” mannequin – that’s, one able to understanding imagery, audio and language on the identical time – that would energy a pair of good glasses, a class that has turn out to be a runaway hit for Meta Platforms. Google mentioned final month it will leap again in to this class, with companions. 

Such glasses, that are far lighter and cheaper than Apple’s Vision Pro headset, might turn out to be helpful as a result of they’d perceive what the person is and will assist reply questions on it.

Whereas Apple has targeted on its $3,500 (roughly Rs. 2.99 lakh) Imaginative and prescient Professional headset, Google and Meta have seized on the good glasses as a less expensive technique to deploy their AI software program prowess in opposition to Apple in its stronghold of {hardware}. Meta Ray-Bans all promote for lower than $400 (roughly Rs. 34,280).

Analysts say Apple must reply that problem however that it isn’t doubtless to take action this week.

“I am not attempting to exchange my cellphone – it is a complementary factor that provides me extra world context, as a result of it is bought a digital camera and it sees what I see, and I can discuss to it in pure language,” mentioned Ben Bajarin, CEO of expertise consultancy Inventive Methods. “Apple just isn’t positioned to try this.”

To make certain, Apple’s rivals aren’t decisively forward in good glasses. Anshel Sag, principal analyst with Moor Insights and Technique, mentioned Meta’s Ray-Bans nonetheless lack some options and Google has not but landed its “Gemini” mannequin in a mass-market pair of glasses but.

“Meta has the undisputed lead, however Google is catching up quick and doubtless has the best-suited AI for the job,” Sag mentioned. “Imaginative and prescient Professional is nice, but it surely’s a showroom product that builders can use.”

However Bob O’Donnell, CEO of TECHnalysis Analysis, mentioned it stays removed from clear that good glasses will acquire broad acceptance. O’Donnell additionally mentioned it isn’t sure that Apple is at any specific drawback if it companions with an organization resembling Google, OpenAI or perhaps a smaller agency like Perplexity for core AI expertise.

Thus far, O’Donnell mentioned, there’s not but robust proof that buyers are basing main hardware-purchasing choices on AI options.

“There’s an argument to be made that it is OK that (Apple) is behind as a result of, apart from the bleeding edge, most individuals do not care,” O’Donnell mentioned.

© Thomson Reuters 2025

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