Apple is a known company, but that is still more mysterious when it comes to having a sensation of the interior. With great online conferences, it communicates its new features, its products that expect to see the revolutionary world, its new operating systems that must attract millions of developers that it accompanies.
From June to September, sometimes pressing until October or from January, when you have to celebrate professional vision, Apple makes your communication work. But for the DMA or the dispute with Epic, it is the big one (official). The brand sometimes communicates, very rarely nominative. Then, when Greg Joswiak, vice president and responsible for global marketing, speaks, we measure the opportunity.
Wwdc, “a very special event” to give your vision
It should be said that the man has just celebrated at the beginning of the WWDC week, the Conference for Developers, his 39 years under Apple Banner. It has risen all levels and known to all the company’s managers, has gone from the management of operating systems (particular) to a larger field of action. Her look at the Californian giant is not far from being acute and Joswiak probably knows the company that has seen her grow like nobody.
And if there is a period that he appreciates particularly, it is this June. Not only for the sun that then rocks California, but for the bubbling spirits that come to encourage the sections of Apple Park. “This is a very special event for us. This is a time when we reveal what we work so hard last year, sometimes for much longer,” he explains to Tech & Co.
A roadmap also for users who can have an overview of what their future iPhone, iPad or Mac will be like. All will benefit from a new design, all in transparency and baptized liquid glass that must “harmonize” operating systems. “A quality design is important for us,” recalls Greg Joswiak.
Apple made this design feat inherited from the vision pro a long discussion during the week. But it was not the only one. Artificial intelligence has also been in the menu. Last year launched last year, Apple Intelligence did not maintain all its outstanding promises, particularly by Siri, absent from WWDC and barely cited by Craig Federight, but enough to recognize a delay in the deployment of the new version.
“We can demonstrate that we continue in the lane drawn with Apple intelligence,” insists Greg Joswiak, anxious to design an AI “to improve the characteristics.” Apple has also decided to give developers access to their fundamental apple of intelligence models that can be used on the device, to guarantee the confidentiality of user data.
“Believe something more integrated in the experiences of your product”
Despite a Sierra tooth beginning, Apple wants to maintain AI, an innovation that Joswiak compares “with the Internet and the mobility we have brought with the iPhone”, which must be used to make users “more capable”. Therefore, it must be a support technology and not a goal in itself, one judges next to Apple.
“We are not trying to create Apple’s intelligence as a unique destination, a unique chatbot, a type of accessible command line. These solutions exist. They are fantastic. We have concluded an agreement with Chatgpt and OpenAi for this.”
In the absence of the main note of September, Chatgpt has become a leading partner in June. But in Apple, we want to “create something more integrated in the experiences of your product, your daily life.” And above all safer. If ChatGPT will integrate several functions of iOS 26, Ipados 26 or Macos 26, especially in visual intelligence and contextual help, it is not the Grail for the Californian giant that aspires to much more use.
“The ideal for us does not even know that you use AI. They only allow you to do what you want to do, that the product and technology disappear, and that you can concentrate on what you should do.”
A “useful, personal and practice”, but does not completely have the white letter and in which Apple keeps an attentive eye. “One of the criticism related to the generative AI is this hallucination capacity (invent information in their answers, note). We are trying to create a set of characteristics that are not so concerned about hallucination, which will not be a big problem for us,” he said.
The AI remains in the heart of the debates in the Apple Park. The company still gave it a large place during its ads. And among all the new characteristics revealed, what is Greg Joswiak’s favorite function in the last instance? “It’s difficult!” Series. “It’s like asking what your favorite son is … I can’t.” As very often, we will not know more. Even once the camera has stopped.
Source: BFM TV
