Apple CEO Tim Cook has announced that artificial intelligence (AI) features will be coming to iPhones later this year. While Cook did not provide specific details, he mentioned the potential for Apple with generative AI. This news has generated excitement and speculation about what these AI tools will entail.
It is no surprise that Apple has been working on generative AI tools, as Cook acknowledged this in 2023, stating that Apple has been developing its own generative AI for years. However, this is the first time a launch date has been mentioned, albeit a rough one.
Given that this update will be in the form of a software update, it is likely to be unveiled at Apple’s Worldwide Developers Conference (WWDC) in June. This event is focused on unveiling upcoming operating systems and software upgrades, making it the ideal platform to introduce generative AI tools to developers.
Analyst Jeff Pu has previously claimed that iOS 18, the upcoming iOS update, will be one of Apple’s biggest software updates ever due to the inclusion of generative AI. Cook’s recent statements further support this claim, indicating that there will be significant new features and improvements coming to iPhones.
One of the most anticipated upgrades is a revamped version of Apple’s voice assistant, Siri. Bloomberg’s Mark Gurman predicts that iOS 18 will be the biggest iOS update to date, largely due to a major upgrade to Siri. Apple is reportedly building a proprietary large language model (LLM) to transform Siri into the ultimate virtual assistant, offering a more conversational and powerful experience.
Apart from Siri, other Apple apps like Messages, Apple Music, and Pages are also expected to receive significant AI-based enhancements. Google Messages has already showcased AI-powered texting assistance, while Spotify has demonstrated AI-powered DJs in the music streaming industry.
Photography and video features are also likely to benefit from Apple’s generative AI. However, Apple may take a more cautious approach compared to competitors like Samsung and Google. While features like Instant Slow-Mo are useful, generative editing raises concerns about digital fakery.
Apple’s delayed entry into the AI market can be attributed to its strong emphasis on user privacy. The company takes pride in its devices’ privacy-protecting capabilities, and AI tools have often been associated with compromising user privacy. Apple has likely taken its time to ensure that its AI offerings prioritize user privacy.
Additionally, Apple has a history of waiting until it has a superior product before entering a new market. This was evident with the original iPhone and the Apple Vision Pro. Generative AI is the latest area where Apple is taking its time to ensure its product surpasses the competition.
It remains to be seen whether Apple’s AI will outperform existing technologies like ChatGPT and Copilot, but the arrival of generative AI is eagerly anticipated. Apple’s focus on privacy and its commitment to delivering superior products suggest that users can expect exciting and innovative features when AI tools are introduced to iPhones later this year.
