In the last couple of years, the global stage has witnessed the emergence of remarkable artificial intelligence (AI) tools. The burning question on everyone’s mind has been when Apple would jump into the AI scene. Well, the anticipation has finally been addressed.
During a recent earnings call, Apple’s CEO, Tim Cook, spilled the beans that AI tools would grace the company’s devices “later this year.” Cook highlighted the substantial potential for Apple in the realm of generative AI. While specifics were scarce, the mere mention has ignited discussions and fueled rampant speculation.
It’s not a revelation that Apple has been tinkering with generative AI tools. Cook had acknowledged this development back in August 2023, emphasizing years of effort. However, this latest disclosure marks the first time a tentative launch date has been hinted at.
Considering this is a significant software update, it’s reasonable to assume that Apple has its eye on the Worldwide Developers Conference (WWDC). This June event serves as the platform for unveiling upcoming operating systems and software upgrades, such as iOS 18. Targeting a developer-heavy audience, Apple’s tease of generative AI makes sense, offering a new tool for iOS developers.
Additionally, industry analyst Jeff Pu’s earlier prediction that iOS 18 would be one of Apple’s most substantial software updates gains validation from Cook’s recent statements. This implies that there’s much to anticipate at WWDC, with significant features poised to enhance your iPhone experience.
What’s in the pipeline?
Cook’s likely talking about a revamped Siri, touted by Apple insider Mark Gurman as a game-changing upgrade in iOS 18. Leaker Revegnus hints at a proprietary LLM (large language model) reshaping Siri into the ultimate virtual assistant, promising a more conversational, powerful voice by 2024.
Other beneficiaries of Apple’s generative AI include Messages, Apple Music, and Pages, with AI-driven enhancements anticipated later this year. Google Messages and Spotify offer glimpses into the potential, with added texting powers and AI-driven DJs, respectively.
Photography and video may also see improvements, but Apple may approach cautiously, unlike Samsung and Google’s AI-centric Galaxy S24 cameras. While features like Instant Slow-Mo impress, Generative Edit opens doors to digital manipulation.
Navigating this path will be intriguing for Apple, especially considering the iPhone’s key feature—privacy—which might temper the enthusiasm for generative AI.
Why Apple Takes Its Time
Despite criticism for not swiftly diving into the generative AI arena, Apple’s cautious approach stems from its unwavering commitment to user privacy. While Microsoft rapidly integrates Copilot AI, Apple, renowned for prioritizing privacy, takes deliberate steps to ensure its AI aligns with these principles.
In the tech world, Apple is known for not hastily venturing into new markets. Instead, it patiently waits until it can outshine rivals. This strategy was evident with the original iPhone and Apple Vision Pro. Generative AI is now undergoing the same meticulous treatment from Apple.
Apple’s delay in entering the AI domain raises questions about the potential superiority of its AI compared to competitors like ChatGPT and Copilot. The answers to this curiosity are anticipated sooner rather than later.