Apple CEO Tim Cook recently confirmed during an earnings call with investors that the company is actively developing generative AI features for its platforms.
While Cook did not delve into specific details, it is anticipated that these features will be unveiled later this year, most likely in conjunction with the release of iOS 18.
Apple joins AI integration race with generative AI push
The tech industry has been buzzing with advancements in artificial intelligence, with companies like Google and Samsung already incorporating AI into their flagship devices, such as the Pixel 8 series and Galaxy S24 series, respectively.
Apple, known for its innovation and commitment to staying at the forefront of technology, has been notably absent from this AI race. However, Tim Cook’s recent announcement signals Apple’s determination not to be left behind, with generative AI poised to play a pivotal role in the company’s future endeavors.
Apple’s approach to Generative AI
Apple’s CEO, Tim Cook, emphasized the company’s methodical approach to innovation during the earnings call. He stated that Apple’s modus operandi has always been to do the work first and then unveil it to the public, avoiding premature announcements or getting ahead of themselves.
While Cook refrained from divulging specific details about the generative AI features, it is evident that Apple has significant developments in progress, which will be shared with the world later this year.
Generative AI in iOS 18
Although Cook did not provide extensive information about Apple’s use of AI, insights from rumors and leaks over recent weeks offer a glimpse of what’s to come. It is anticipated that the iPhone will be at the forefront of Apple’s AI efforts. Code found in iOS 17.4 hints at potential applications of generative AI, including Siri’s ability to use AI for summarization, smart reply suggestions in Messages, and integration across various apps such as Apple Music, Pages, and Keynote.
Apple is also testing different AI models, some of which operate on-device, ensuring privacy and performance, while others rely on internet connectivity.
What to expect at WWDC 2024
For those eagerly anticipating iOS 18 and other AI-related announcements from Apple, WWDC 2024 is the likely stage for the big reveal. Apple typically unveils broader platform changes at its Worldwide Developers Conference (WWDC), where developers get a sneak peek at the upcoming iOS, macOS, and other software updates.
The event is expected to occur in early June 2024, offering an opportunity for Apple to shed light on its foundational work in incorporating AI into its ecosystem.
The iPhone 16 launch
While WWDC 2024 may provide insights into Apple’s AI initiatives, it is expected that the company will reserve the most consumer-facing AI features for the launch of the iPhone 16, scheduled for September 2024.
This strategy aligns with Apple’s tradition of introducing groundbreaking technologies with its flagship iPhone releases, creating anticipation and excitement among users and enthusiasts alike.
