Apple has recently promoted the professional uses of the “Pro Display” headset, which allows the integration of augmented and virtual reality into the user’s real environment, thanks to cameras and sensors. Priced at $3,500 since its launch on Friday, experts suggest that this headset is targeting businesses more than the general public.
According to Carolina Milanese from “Creative Strategies,” Apple is looking to gain market share in the business sector. She added that “it’s clear they want to attract companies through Pro Display, creating a link between Pro Display and Mac.”
The global demand for personal computers has weakened with the widespread use of smartphones in daily life and the absence of major technological advancements. However, analysts suggest a revival in this market due to the increasing trend of remote work and notable interest in machines capable of managing the new era of artificial intelligence.
Olivier Blanchard, the research director at “Futurum,” pointed out that “artificial intelligence is a kind of evolution that rarely happens in the personal computer market.” He added that personal computers are about to become more powerful and easier to use, placing the generative artificial intelligence capabilities directly in the hands of users.
Blanchard emphasized that generative artificial intelligence features would give the impression of having a team of professional assistants on the computer. He mentioned that the data used in artificial intelligence would remain local on the devices, helping protect it and reduce cloud computing costs.
Despite usually refraining from mentioning generative artificial intelligence to maintain its image as a company that defines technological trends rather than follows them, Apple has begun designing its own specialized computer chips. Milanese added that “not talking about generative artificial intelligence doesn’t make us believe that they’re not investing in this area.”
Apple already uses artificial intelligence in its lenses, computerized image processing, digital assistant service “Siri,” and many other applications. Even if the brand appears late in the race towards the “smart” computer, when a Mac device running on artificial intelligence arrives, it is sure to seamlessly integrate into Apple’s “ecosystem.” This ecosystem comprises a range of devices and services that allow Apple to retain its users in its world and generate significant profits.
Blanchard said, “If Mac doesn’t become an artificial intelligence-powered device within the next year, Apple will face questions.” He added that “artificial intelligence is present in everything, and there’s no escape for Apple.”
Leave a Reply