In recent years, Apple has incorporated artificial intelligence and machine learning into the iPhone, enabling features like Portrait Mode and text extraction from photos. The company is now expected to take the next step by potentially introducing generative AI to the iPhone. Generative AI uses large datasets to create content in response to prompts, and has been adopted by tech giants like Microsoft, Google, Samsung, and Amazon. While Apple has been relatively quiet about its plans for generative AI, CEO Tim Cook hinted at updates for 2024, indicating that the company is working on new AI initiatives for the iPhone.
Apple’s upcoming iOS 18 update is rumored to bring a host of new AI features to the iPhone, with Craig Federighi leading the effort to incorporate tools powered by the company’s large language model. While specific details about these new AI features remain unknown, reports suggest that improvements may be made to the Messages app and Siri. Apple is not expected to introduce an alternative to ChatGPT, as seen with Samsung and Google, but may adopt a similar approach to integrate generative AI capabilities into its devices through iOS 18.
Apple is reportedly in talks with Google and OpenAI to utilize their AI models for certain iPhone features that require cloud processing. Apple, known for prioritizing on-device AI for security and privacy reasons, is likely exploring collaborations to enhance its AI capabilities and provide cloud-based AI functionalities to users. By focusing on developing new AI models that can run locally while seeking cloud-based AI partnerships, Apple aims to create a seamless integration between hardware and software in its devices.
Siri, Apple’s virtual assistant, is expected to receive a boost in performance through advancements in AI. Reports suggest that Apple is working on automating tasks with Siri, such as creating GIFs from photos, indicating a potential direction for enhancing Siri’s functionality. The evolution of Siri with new automation features aligns with Apple’s commitment to improving user experiences and leveraging AI to streamline tasks on its devices.
Apple may introduce a new AI App Store, according to analysts, emphasizing the importance of AI applications and services. This dedicated platform could offer a curated collection of AI-enabled apps for various Apple products, showcasing the company’s commitment to advancing AI technology. Whether the AI App Store will be exclusive to certain devices or integrated across Apple’s ecosystem remains unclear, underscoring the significance of AI in Apple’s vision for the future.
The anticipated A18 processor in the upcoming iPhone 16 lineup is expected to deliver enhanced AI performance, building on Apple’s ongoing efforts to bolster AI capabilities in its devices. With a focus on local AI processing, Apple aims to provide users with powerful features that leverage AI technology for improved user experiences. As Apple continues to innovate in the AI space, all eyes are on the company to set new standards and popularize AI and generative AI technologies in the smartphone industry.
