Apple moving into new frontiers

Apple's annual World Wide Developers Conference is expected to herald the company's move into generative AI, marking its late arrival to a technological frontier that's expected to be as revolutionary as the iPhone.

The marquee moment will preview its next gen software - expected to be packed with AI features likely to make its 13-year-old virtual assistant Siri smarter.

AI is the main reason that Nvidia, has seen its market value rocket from about US$300 billion (HK$2.34 trillion) at the end of 2022 to about US$3 trillion - briefly as the second most valuable US company.

Both Google and Samsung already have released smartphones touting AI its main attractions.

Meanwhile, OpenAI's ChatGPT is getting increasingly chatty - it recently was accused of copying a piece of AI software voiced by Scarlett Johansson.

Apple may also team up with OpenAI. Bringing more AI into the iPhone, will likely raise privacy issues.

Apple says it has gone to great lengths to assure its loyal customer base that it can be trusted.