As Apple prepares for its annual Worldwide Developers Conference (WWDC), expectations are notably low due to the company's ongoing challenges. Unlike previous years when Apple introduced notable products, this year's event may focus on minor updates rather than groundbreaking innovations. Many anticipate that the company, while trying to catch up in the AI landscape, will reveal little that excites consumers or industry professionals. Consequently, observers may concentrate more on Apple's weaknesses than its potential, a scenario CEO Tim Cook would prefer to avoid.
Apple is limping into this year beset with all kinds of problems, from many directions, and it's not clear how it's going to work its way out from them.
Two years ago, Apple used the event to unveil its Vision Pro headset; last year, it showed off Apple Intelligence, its entry into the AI wars.
Bloomberg's Mark Gurman predicts that Apple's AI announcements will be surprisingly minor and are unlikely to impress industry watchers.
All of which means people watching and thinking and talking about Apple may likely end up focusing on Apple's problems, instead of its promise.
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