Now that Google I/O 2023, Microsoft Build 2023, and Computex 2023 have passed, it’s Apple’s turn to reveal its plans for 2023. This year, the pressure is mounting.
A few years ago, Apple might have been at the top of the tech food chain, but all of its major competitors have recently introduced exciting innovations, from OLED displays to AI integration and immersive stereoscopic 3D experiences to smart home solutions. WWDC 2023 (June 5-9) has a lot going for it.
I’m not saying that Apple’s products are lagging behind, but it also needs to prove to the world that it can shake off the fear of launching derivative but more expensive products, and can indeed keep up with new trending technologies. Because honestly, aside from the ARM-based SoC range, Apple’s technology today seems to be releasing pricier, more powerful versions of its existing products, most of which are unnecessary and unavailable (price-wise ) for most users.
Not that I’m not interested in the prospect of the new iMac 2023 and the rumored Apple VR headset, but will they really change people’s lives by integrating AI into everything, as Google hopes? Or how Acer can improve the gaming experience with its SpatialLabs solutions? Or how companies like Cooler Master and Thermalake are making computers fun again?
No, it will need to do more to bring Apple back to the top spot.
Artificial intelligence as part of user experience
The AI race isn’t over yet, but many will agree with The New York Times that Apple has lost the race. And it has the perfect opportunity to integrate it with Siri, its once groundbreaking virtual assistant, which now feels like the lameest of all virtual assistants due to its buggy experience and slow responses.
Don’t get me wrong; Apple does use AI for features like face detection and speech recognition; its own SoC even has a Neural Engine chip for its developers to use. However, Apple doesn’t have a generative AI like ChatGPT, so it’s good to see it at WWDC, or at least implement AI in Siri and Safari. Apple could then follow by implementing it in other native apps on an end-user basis later this year.
The good news is that if we look at some of the recent job postings, Apple is investing more and more in generative AI, which means it still plans to catch up or even get ahead of everyone else, something it has certainly done before matter. But will we see it at this year’s WWDC?
Make games part of your Mac
Apple’s approach to gaming has been casual at best, focusing primarily on mobile gaming and leaving PC gaming to Microsoft. But that’s not because it doesn’t have hardware, or infrastructure. Instead, the company puts a lot of emphasis on the sheer performance of its M chip, and it doesn’t appear to be out of reach for existing gaming APIs.
I think the problem is that Apple has been so tight lately that it forgot to have fun – last year, for example, instead of launching the MacBook Air in vibrant different colors, it opted for a fingerprint magnet Midnight shade that’s classy and a bit take a nap.
Let’s go back in time, when Apple was a fun and adventurous brand, bringing PC gaming to the best Macs and MacBooks. There’s really no reason not to. You know what they all say about Jack.
higher minimum specification
In this day and age, 8GB of RAM can feel sluggish, even if you’re just opening multiple browser tabs at once or doing casual photo editing. So, on an expensive device like a MacBook Air or iMac, it’s almost inexcusable to offer customers a base model with 8GB of RAM.
The current 13-inch MacBook Pro 2022 and MacBook Air 2022 both come with a base 8GB of RAM, plus only 256GB of SSD storage, which is ridiculous for the price you pay. Coupled with a lack of significant innovation in its products, it is increasingly difficult for Apple to justify its prices.
If Apple wants to keep its customers happy, it needs to make its products more accessible, affordable, or arguably a big name to satisfy its users.
WWDC 2023 gives it the perfect opportunity to do all of that — and hopefully it brings us something exciting.
