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AI is the next big thing, and we’ve already seen Google and Samsung incorporate it in practical ways into the Pixel 8 series and Galaxy S24 series, respectively. Apple seems strangely out of the race for now, but on a recent conference call with investors, the company admitted it has no intention of falling behind with its iPhone.
During Apple’s quarterly earnings call yesterday, Apple CEO Tim Cook acknowledged that the company is working on generative AI capabilities. Apple says he plans to talk more about these generative AI features “later this year,” presumably in conjunction with the release of iOS 18.
Mr Cook said:
In terms of generative AI, I think this is your focus, but as I mentioned earlier, there’s a lot of work going on internally. Our MO, so to speak, was to always do the work and then talk about the work, never putting ourselves out there. So, I’ll leave this as is. But there are some things we’re incredibly excited about that we’ll be talking about later this year.
Cook did not provide details about Apple’s use of AI, or even say which devices or platforms it would be deployed on. But we’ve seen what form that will take from rumors and leaks over the past few weeks. The iPhone will likely be the centerpiece of Apple’s AI efforts.
iOS 17.4 code suggests that Siri will be able to use AI to suggest summaries and smart replies in Messages, as well as across apps like Apple Music, Pages, and Keynote. Apple is also testing different AI models, some of which run on-device and some that rely on the internet.
As for when iOS 18 will be released, WWDC 2024 is likely. The event is expected to take place in early June 2024, and Apple could detail some of the foundational work it’s doing to build AI into iOS and other Apple platforms. More consumer features are likely to be secured by the time the iPhone 16 is announced in September 2024.
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