2024-01-28 20:21:00
Macs have become the computer of choice not only for Apple fans, but also for artists, filmmakers, and other professional creatives. However, computers running Windows (Microsoft’s operating system) dominate corporate offices thanks to less expensive machines and widely adopted office automation and productivity tools.
Apple, always keen to preserve its image as a company that defines technological trends more than it follows them, mentions AI very little. But according to some analysts, the Californian group has still started to design its own specialized computer chips. “Just because Apple isn’t talking regarding generative AI doesn’t mean it’s not investing in this space,” says Carolina Milanesi of Creative Strategies. Apple already uses AI in its smartphone lenses, computer photo processing, its digital assistant Siri and many other applications.
And even if the brand seems to be lagging behind in the race for the “smart” computer, when an AI-powered Mac arrives, it will certainly integrate seamlessly into the Apple “ecosystem”, this galaxy of devices and services that allow it to keep its users in its universe, and to derive significant profits from it. “If the Mac does not become an AI Mac over the next year, Apple will face questions,” underlines Olivier Blanchard, research director at Futurum Group. “AI is in everything, Apple can’t escape it.”
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