Investor pressure is increasing on Apple to push it into the generative artificial intelligence market

Apple has seen increasing pressure from investors to enter the generative artificial intelligence market, according to Business Insider.

Google and Microsoft have rolled out AI products — with varying degrees of success — and OpenAI last week introduced the latest version of GPT Chat, GPT-4o.

Apple’s moves into artificial intelligence have been limited to media reports and confirmations from CEO Tim Cook, who promised in February that the technology “will impact every product and service we have.”

But the patience of the company’s investors is running out, as analysts expect that the company will have to reveal its goods to satisfy shareholders with the Apple Worldwide Developers Conference held in June.

“The company has to have multimedia AI programs everywhere,” Gene Munster, managing partner at Deepwater Asset Management, said in a statement.

But does it matter if the company is late? “Apple’s success is not because it is first,” says Carolina Milanesi, principal analyst at Creative Strategies, a technology consulting firm. “It is rarely the first to enter the market. It prefers to enter and disrupt the market.”

Before the launch of the first iPhone in 2007, BlackBerry dominated the smartphone market. Tablets have been around for decades before the iPad was launched in 2010.

The Apple Watch came only after other companies like Sony and Samsung started entering the wearables space. Milanesi believes that her position in artificial intelligence will be no different.

In contrast to Google, Microsoft, and Amazon Web Services, which focus on cloud-based artificial intelligence and monetizing it, the analyst expects that Apple’s approach will be distinct, and the impact of artificial intelligence will be different on it because it is less dependent on revenues from artificial intelligence. Its source of revenue is still the iPhone, despite the decline in sales.