Apple is facing an unprecedented set of technical and regulatory challenges as some of its prominent officials are set to take the stage at the company’s annual software developer conference on Monday.
In the technical side, many of many long -awaited Artificial Intelligence (AI) have been promised at the same conference a year ago, delayed by next year, even with its rivals such as alphabetes such as Google and Microsoft Woo Developers such as alphabetic and Microsoft Woo Developers. Those incomplete promises included Siri, significant improvements for its digital assistant.
On the regulatory front, courts in the US and Europe are ready to pull attractive walls around Apple’s app store, as some former supporters of the company also questioned whether its fees are appropriate.
Those challenges are coming on one head when US President Donald Trump has threatened 25 percent tariff on Apple’s best -selling iPhone. Apple’s shares are more than 40 percent since the beginning of the year, a sharp decline compared to Google and AI-powered benefits in Microsoft stocks.
Apple has launched some AI features promised last year, including a set of writing equipment and image-generation tools, but it still depends on partners such as Chatgpt manufacturer Openai for those some capabilities. Bloomberg has reported that Apple may open an in-house AI model for developers this year.
But analysts believe that Apple has a “multi -modal” model to the technology so far – that is, capable of understanding imagery, audio and language at the same time – which can give strength to a pair of smart glasses, a category that has become a runway hit for meta platforms. Google said that last month it would jump back into this category with partners.
Such glasses, which are much lighter and cheaper than the Vision Pro headset of Apple, can be useful because they will understand what the user is watching and can help answer questions about it.
While Apple has focused on its $ 3,500 (about 2.99 lakh rupees) vision Pro headset, Google and Meta have confiscated their AI Software skills in their APLHOL’s own stronghold against their APTHER for their AI software on smart glasses on smart glasses. Meta Ray-Bains all sell for less than $ 400 (about Rs 34,280).
Analysts say Apple needs to respond to that challenge, but is unlikely to do so.
“I am not trying to change my phone – this is a supplement that gives me more world references, because it is a camera and it sees what I see, and I can speak it in natural language,” said Ben Bajreen, CEO of Technology Consultancy Creative Strategies. “Apple is not deployed to do so.”
To ensure this, Apple’s rival is not decisively forward in smart glasses. Prominent analyst Ansel Sag, with Moore Insights and Strategy, said that Meta’s Ray-Ban still lacks some characteristics and Google has not yet launched its “Gemini” model in a large scale of glasses.
“Meta has undisputed leadership, but Google is holding fast and perhaps the best-friendly AI for the job,” said Sag. “Vision Pro is very good, but it is a showroom product that developers can use.”
But Bob O’Donnell, CEO of Technology Research, said that it is clear that smart glasses will receive wide approval. O’Donnell also said that it is not certain that Apple is in a particular loss if it is a partner with a company like Google, Openai or even a small firm like Perplexity for Core AI technology.
So far, O’Donnell said, “There is no strong evidence yet that consumers are taking major hardware-money decisions on AI facilities.”
“There is an argument that it is fine that (apple) is back, because most people do not care, except for the edge of bleeding,” O’Donnell said.
© Thomson Reuters 2025
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