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apple is trying to shake the image that it's a stealth tech company overly relying on the strength of the iPhone the world's most valuable company and its CEO Monday looking to create some positive annual developers conference by focusing on artificial intelligence alone with virtual an augmented reality cross bones and other devices , but course , kept completely private reachable only by you and your devices , for the first time since his creation theory will interact with other apple devices breaking down a self imposed privacy barrier due to competition from Amazon Alexa and another Amazon product is forcing theory to adapt taking a page from Amazon echo theory will be able to interact with apples newly lost hold part speaker system and the existing homekit device to control music and other functions around the home if the forecast for the next ten days apple is betting on Syria to keep consumers from escaping through Amazon or Google to companies seen as being more daring as the tech battle extends beyond the phone to the home but one thing made clear Monday by CEO Tim cook apple is staying away from media creation we're really real right now , which means apple is giving rival Amazon another way to build on a successful media strategy right there on apple TV