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the japanese version of generative ai will be available from 2025 (live broadcast of the press conference on september 9)

nearly two years have passed since the generative ai "chatgpt" was launched, and apple has finally installed generative ai functions on its new iphone. samsung is leading the market in "generative ai mobile phones". in the field of ai mobile phones, which entered the market relatively late, whether apple can establish a new app economic circle of generative ai will be the watershed of victory or defeat...

apple inc. is seeking a comeback in the generative ai (artificial intelligence) service, which started late. on september 9, apple announced that it would equip its new smartphone "iphone 16" with its own generative ai function, and would promote it to countries around the world starting from the united states. the smartphone market, which is the company's main source of income, is slowing down, and the quality of ai functions will determine apple's development. apple strives to save the situation by building a generative ai app economy.

all four iphone 16 models that will be released on september 20 will be equipped with generative ai "apple intelligence".

this function will analyze data such as emails and photos in the iphone and provide convenient functions in a way that suits the user. for example, it will automatically generate emails with the user's style and wording or prioritize iphone notifications based on daily situations. it can be said that this is a "butler"-like function that helps users in their daily lives.

apple ceo tim cook emphasized at the press conference on september 9: "apple intelligence will significantly improve all aspects of life, including communication and work."

delayed delivery of key features

it has been nearly two years since the generative ai "chatgpt" of openai in the united states was released in november 2022. american technology giants such as google and meta have also entered the field of generative ai. apple, whose trend has attracted attention, has finally installed the generative ai function on the iphone.

however, a closer look at the content of the press conference reveals obvious shortcomings. if the device language is set to english (us), apple intelligence will be available from october, but only for some functions. features such as linkage with chatgpt, which were originally a highlight, will be available in the coming months. as for other languages ​​such as japanese and french, apple only claimed that they would be available in "2025" but failed to specify the specific time.

although the iphone pioneered the smartphone market, apple is facing difficult choices at the technological turning point of generative ai.

according to statistics from the us research company idc, global smartphone shipments increased by 6.5% year-on-year from april to june 2024, but iphone shipments increased by only 1.5%, failing to keep up with the overall market growth rate. in china, the iphone fell out of the top five for the first time in about five years.

leading the current market is the "generative ai mobile phone".

according to idc, global smartphone shipments will grow for the first time in three years in 2024, with generative ai phones accounting for 18%. google's operating system (os) "android" devices are expected to grow by 7.1%, while iphone growth is expected to remain at just 0.8%.

apple's competitor, south korean samsung electronics, launched the "galaxy s24" in the united states in january 2024, which can translate in real time without an internet connection, taking the lead in ai mobile phones.

according to idc, samsung will maintain the top spot in global smartphone sales for two consecutive quarters by the second quarter of 2024 (april to june). although samsung lost the top spot to apple in 2023, it has surpassed apple in the field of ai phones. if apple does not launch attractive generative ai features, it may be left behind by the rapidly growing market.

maintaining prices reflects apple's sense of crisis

the same as the pricing in the united states, apple's pricing in japan starts at 124,800 yen (rmb 5,999 in mainland china), which is consistent with the price of the "15" series, which also reflects apple's sense of crisis. despite the rise in raw material costs amid inflation, apple has not raised prices to stimulate users to change phones. some people in the market even predicted that the high-end "pro" model, which has remained unchanged in price, will increase in price.

for apple, the key to turning around the ai ​​smartphone market, which it entered relatively late, is to develop apps that can fully utilize the generative ai functions known as user "butlers." if users become more comfortable with the app, it can prevent user churn.

apple has established a $1.1 trillion annual app economy by encouraging developers to create groundbreaking apps. for example, ride-sharing services such as uber were created using the global positioning system (gps) of smartphones.

in the field of generative ai, openai and meta in the united states have begun to encourage external developers to use their basic technologies for app development. whether apple can use its dominant creator resources to establish a new app economy for generative ai will be the watershed of victory or defeat.