Adam Kos When someone in the future looks back in 2023, they will read that it belonged to artificial intelligence. Or not? Is something different and even bigger waiting for us in the end? There is a small chance here, but it is very unlikely that it will overshadow the current trend. Unfortunately for Apple, he won't change anything.
We kind of got used to the fact that Apple is not very flexible in copying trends. But when he comes up with something new, he usually really succeeds in targeting it perfectly and easily establishes a new segment. We saw it with the mobile revolution with the iPhone, with the iPad, with the Apple Watch or AirPods. On the contrary, he did not manage to break through with the HomePod at all, because there were already better alternatives on the market. Now it may well happen again.
Does an AR/VR headset stand a chance of success?
Recently, in connection with Apple, the most talked about is an AR/VR headset or, in general, some device intended for the consumption of virtual or augmented reality. But others have already tried this in the past, and it cannot be said that they somehow succeeded. Google has cut its glasses, we practically do not hear about those of Microsoft and the only active companies in this area are the more or less successful companies Meta or HTC. It's quite possible that Apple will actually show us something that these companies haven't even dreamed of, but it's just as possible that it will be a total flop.
It is the only thing that Apple can score at such a level this year that it will be talked about in the long term. We still refer back to 2007, when the first iPhone arrived, or 2015, when the company introduced the first Apple Watch. The year 2023 may thus resemble Apple's headset, for better or for worse. With all the speculation, comments and general scrolling, it seems more like the latter.
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The world is now being solved by AI
Another question is that even if Apple's headset comes, and it's really great, if it will even be able to interest anyone. Other things are being addressed, namely artificial intelligence. Not only Google, but also Microsoft and even Elon Musk are stepping into it. From Apple's point of view, however, it's quiet on the sidewalk, we don't have anything tangible here, that is, with the exception of the age-old and still limited Siri. In this case, even Samsung is better off. It also doesn't have anything of its own, but it uses Google's solution, specifically its Android, so if it deploys AI in it, it's quite possible that Samsung will also benefit from it.
But what Apple can't do, it doesn't have. It is both an advantage and a disadvantage. It is evident that everything will break at WWDC23. The new iPhones may be interesting, but the developer conference will show the future of the company. Unfortunately for Apple, the expectations from it will be so huge that even if Keynote itself shows and reveals a lot, it may not be enough at all. If we don't see a vision of the future and at least some hint of effort in the field of AI, all the technology magazines will eat the company properly. And it must be said that rightfully so.
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Many companies fell asleep at some point, many of them are no longer with us today. Like it or not, AI is a big thing and it can change a lot. But it might want to change Apple's thinking. So far, the business set up like this is working for him, and it will certainly be in some way for a few more years, but technology is moving forward at an incredible pace and everything may come to an end one day.
