Apple is trying to improve its innovation and keep up with other companies in artificial intelligence (AI). It plans to make a comeback at its yearly Worldwide Developers Conference. This event will probably be less exciting than in previous years because it will focus on updating its software. This includes a new look for iPhone's built-in apps and a new way to name its operating system updates. Even though there have been delays in making Siri's AI features better, Apple is still positive about its progress. However, while Apple is dealing with its AI challenges, competitors like Google and Samsung are putting more AI into their products, which is making the difference between them bigger. Also, new rules and trade problems could affect Apple's money and how it makes products. Because of these challenges, Apple's stock price has gone down by almost 20% this year. It is now the third most valuable company in the world, after Microsoft and Nvidia, a company that makes AI chips.