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According to the Apple WeChat public account, the Apple Worldwide Developers Conference (WWDC) will commence with a keynote speech at 1 PM Eastern Time on June 10th (1 AM Beijing Time on June 11th).

Traditionally, WWDC has been centered around software releases, with last year’s introduction of the Vision Pro, Apple’s first mixed-reality headset, being an exception. Analysts suggest that this year, Apple may focus on promoting AI updates to its software features to catch up with competitors. This includes integrating AI into emojis, photo editing, text messaging, and emails, rather than announcing anything truly revolutionary.

Next week is expected to see the release of the new iOS 18 for iPhones and macOS 15 for computers. Updates for the operating systems of smartwatches, iPads, and the Vision Pro mixed-reality headset will likely incorporate more AI features. For example, Siri, the virtual assistant, could be used on the Apple Watch to play music on other devices.

Analysts have also announced that eye-tracking on iPads and iPhones, as well as real-time captioning on VisionOS, are confirmed features, with more updates related to accessibility functions and their exact release dates expected next week.

Tech journalist Mark Gurman has revealed that Apple does not plan to release any new hardware during the WWDC 2024 keynote on June 10th. There were previous reports of a new Apple TV planned for release in the first half of 2024, but Gurman indicates that it’s not imminent.

It’s noteworthy that the iPhone 15 has recently seen its sharpest price drop, raising questions about Apple’s AI strategy.

On June 3rd, the topic of the iPhone 15’s price reduction trended, following JD.com’s announcement on May 31st that discounts on Apple products would increase during the 618 sale. The iPhone 15 Pro Max saw a discount of up to 2350 yuan, and the iPhone 15 Pro’s price was reduced by at least 2000 yuan. After the price cut, the iPhone 15 Pro was priced at 5949 yuan, and the iPhone 15 Pro Max started at 7749 yuan. The Tmall Apple Store official flagship showed the iPhone 15 Pro starting at 6099 yuan and the iPhone 15 Pro Max at 7949 yuan, representing a maximum price reduction of over 25% from the launch price.

It is reported that the iPhone 15 might be in a phase of clearing inventory. At its launch, several market institutions were pessimistic about its performance, mainly due to a lack of innovation. For instance, JPMorgan stated that the iPhone 15 did not have substantial upgrades to attract a large number of users to upgrade, leading to a lowered stock price forecast for Apple.

The so-called lack of innovation is primarily focused on the absence of AI features. Although the iPhone 16 has not been released, it is predicted that the iPhone 16 may be Apple’s true AI phone, signaling that the previous generation is making way for the new.

Details known about the product indicate that the iPhone 16 and iPhone 16 Plus will feature the new A18 chip and a more powerful neural engine capable of using local AI models. The standard version of the iPhone 16 is also expected to have increased RAM.

Market predictions suggest that if the iPhone 16 is indeed an AI phone, it may not see frequent price reductions like the iPhone 15. Its price is expected to at least remain level with the previous generation or even increase slightly. This is because the latest iPad Pro with the M4 chip has seen a starting price increase, with the 11-inch version beginning at 8999 yuan and the 13-inch version at 11499 yuan. Whether Apple’s bet on AI can overcome criticisms of declining innovation and whether the new devices can avoid past mistakes remains uncertain, according to industry experts.

As for the stock market, Apple (AAPL) closed up 0.93% at $194.03, with a total market value of $2.975 trillion.