by Aidan Larkin, Elliot Mintz & Rowan Litter | 06/17/2024

 

This week, at Apple’s annual Worldwide Developers Conference (WWDC), the company announced several new developments, led by their anticipated entrance into the Artificial Intelligence space.

Apple officially announced its partnership with OpenAI, as well as the launch of Apple Intelligence, the company’s new AI system to be integrated into iOS 18, iPadOS 18 and macOS Sequoia. CEO, Tim Cook highlighted Apple’s emphasis on optimizing user experience:

"Apple Intelligence will transform what users can do with our products — and what our products can do for our users."

This new technology enhances the user experience in many ways; however, most notably amplifying the power of Siri with more sophisticated language, and personalized answers based on context from your device. Apple Intelligence also has proofreading capabilities, summarization tools, and prioritized notifications that make communication more efficient and effective.

What are the leading challenges when deploying mobile device solutions to workers? (Percentage 2023)

Source: VDC Research’s 2023 Buyer Behavior Guide amongst Manufacturing, Transportation and Logistics Decision-Makers

With the announcement of Apple Intelligence came the reveal of Private Cloud Control (PCC) which establishes that personal data used by AI is not shared with any outside sources, including Apple. This creates a personal, internal cloud that allows users to benefit from the help of AI, while ensuring that their data is secure. If this is the case, it would be a major positive for enterprise implementation, as data privacy is a top concern . According to VDC Research’s 2023 Buyer Behavior Guide, security concerns were voted the biggest challenge when deploying mobile device solutions to workers with 39.2% of manufacturing, transportation and logistics decision-makers placing it in their top three.

However, some companies may be hesitant about the validity of this privacy policy, given Apple’s partnership with Open AI, who has previously been investigated for privacy concerns. Tesla CEO Elon Musk accuses that,

"Apple has no clue what’s actually going on once they hand your data over to OpenAI."

Additionally, Apple announced a major update to the Apple Vision Pro, with visionOS 2. This new operating system features over 2,000 spatial apps and over 1.5 million compatible iOS apps, the ability to create 3D spatial photos, and new hand gestures to access key functions quicker.

VisionOS 2 also offers exciting enterprise potential for the device in its second year on the market. Included are several new APIs that employ spatial computing to enhance sensor access as well as increase platform control. With these APIs enabled, users will be able to access the main camera feed and capture what is being seen through a broadcast upload extension. For example, in the field service industry, these capabilities allow frontline workers to receive effective feedback from an expert while in the field. Further, spatial barcode and QR scanning capabilities could allow warehouse workers to immediately scan or verify items while remaining hands-free. With visionOS 2, developers have support for Apple Neural Engine, which can utilize machine learning to achieve complex tasks, expanding the capabilities of the default CPU and GPU. This grants the user access to known object tracking to identify defects or quickly recognize objects in view, based on a reference image. Developers like Scandit and TeamViewer are already looking to use the new data capture tools to deliver enterprise solutions such as shelf management and remote support.

In comparison to other XR solutions, Apple’s Vision Pro unequivically offers a transformative user experience and the enterprise or B2B workflows represent viable landing spots for solutions such as these. However, as with any head-worn solution the balance of ergonomics and fit is equally important and will continue to challenge the near-term opportunity of these products and this form factor.