Apple kicked off its highly anticipated Worldwide Developers Conference today, showcasing the latest software updates and announcing their entrance into the competitive AI market with "Apple Intelligence." The event took place at the Steve Jobs Theater in Cupertino, California.

During the keynote presentation, Apple focused on its range of software offerings, including the upcoming versions of iOS, iPadOS, macOS, tvOS, visionOS, and watchOS. However, the highlight of the event was the introduction of Apple Intelligence, representing the company's foray into the AI market.

Over the past few years, Apple has faced criticism for falling behind rivals such as Google, Microsoft, and OpenAI in terms of generative AI research. In response, CEO Tim Cook acknowledged the need for more practical AI products rather than flashy demo presentations. With the unveiling of Apple Intelligence, the company aims to address these concerns.

Rumors leading up to WWDC 2024 hinted at a potential partnership with OpenAI, in an effort to level the playing field. Reports now confirm that Apple's AI efforts will fall under the umbrella of "Apple Intelligence," although not all existing Apple devices will have access to the new system.

While hardware announcements have traditionally been sparse at WWDC, Apple has surprised attendees in recent years with updates to its Apple Silicon and the introduction of the Vision Pro. However, this year's event is expected to focus primarily on software, amidst mounting pressure following the mixed reception of Apple's initial venture into mixed reality and the cancellation of its electric car project.

iOS 18 is set to take center stage, boasting a range of AI enhancements. Additionally, macOS 15 will accompany the software updates, including exciting design changes to the Calculator app. It is anticipated that several AI features showcased in iOS 18 will also make their way to macOS 15.

TechCrunch will have live coverage from Apple Park, providing real-time updates as the event unfolds. Apple enthusiasts and developers alike will eagerly await further details and demonstrations of Apple Intelligence and the upcoming software updates from WWDC 2024.