Apple CEO Tim Cook greets the audience ahead of the keynote event at the 2024 Worldwide Developers Conference. (Image Credit: Apple)



In recent weeks, we have witnessed significant events in the tech industry, including Google I/O, which unveiled the launch of Google’s Gemini AI engine for smartphones; Microsoft Build, which centered on the rollout of its Copilot+ for PCs; and Apple’s WWDC24 video presentation, which demonstrated the integration of AI across both PCs and smartphones.

Google's launch was executed effectively, emphasizing appealing and innovative features, and garnered a positive reception.

Conversely, Microsoft’s event faced challenges; its most advanced functionalities were incompatible with existing hardware, did not cover a substantial portion of the PC market, and attracted considerable negative attention regarding the Recall feature, which was overshadowed by unfounded privacy concerns. Apple introduced its AI, cleverly branded as “Apple Intelligence,” across a broad spectrum of its product lineup, seamlessly connecting PCs, tablets, and smartphones in a more engaging and comprehensive manner than either Google or Microsoft.

This week, we will delve into these AI product rollouts.

We will conclude with my Product of the Week: an advanced videoconferencing application that has recently integrated Apple’s Vision Pro, enhancing its appeal for remote workers. Apple's Distinctive Approach to Event Keynotes A significant challenge that companies face today is effectively marketing to users. In the past, advertising through television, radio, and various publications—many of which focused on technology—was a viable strategy.

However, these traditional channels have become less effective as audiences increasingly turn to the internet, subscribe to ad-free video services, and adopt ad-blocking technologies or simply ignore online advertisements. To communicate their messages, companies like Apple, Google, and Microsoft rely on keynotes at events such as I/O, Build, and WWDC.

Notably, Apple uniquely positions its keynote as an extended promotional platform for its products, while Google and Microsoft typically follow conventional formats that primarily engage the local developer community. Nevertheless, developers are drawn to successful products, and keynotes do not always capture their interest.