Apple’s Strategic Move: Augmented AI Services Set to Elevate iPhone Competitiveness
Since the launch of OpenAI’s ChatGPT in November 2022, tech companies have hastened the integration of AI tools into their software and hardware ecosystems. Microsoft, an OpenAI supporter, introduced its own generative AI chatbot, Bing Chat (now Copilot), while simultaneously implementing this new technology across its array of applications.
Google followed suit by rolling out Bard and enhancing its suite of products with AI features after some initial setbacks. Samsung, on the other hand, prepares for the imminent launch of its upcoming flagship Galaxy S series smartphones, primed with a slew of AI capabilities. In contrast, Apple has notably trailed behind its rivals in the AI arena, but the Cupertino giant is diligently developing its proprietary generative AI solutions.
Reports suggest that Apple’s foray into generative AI will be unveiled as part of iOS 18, with the company internally dubbing its large language model (LLM) as Ajax. Speculations abound that these AI offerings might be announced at Apple’s Worldwide Developers Conference scheduled for June, according to insights shared in Mark Gurman’s recent Power On newsletter for Bloomberg. Gurman revealed that Apple has been testing its AI model since early 2023.
While Google and Samsung have already incorporated AI capabilities into their latest smartphone iterations, such as the Pixel 8 series and upcoming Galaxy AI features, Apple is gearing up to bring AI services to the iPhone, aiming to bridge the gap with its competitors. Gurman’s newsletter teased potential upcoming features, mentioning Apple’s intentions to integrate functionalities like auto-summarization and auto-completion into its core applications and productivity software, such as Pages and Keynote.
Additionally, the Cupertino, California-based company also plans to bring AI to Apple Music for better playlists and recommendations. According to the newsletter, Apple’s on-device assistant Siri is also set for an AI overhaul as advanced chatbots like ChatGPT and Copilot pull ahead in the space. While the company will likely roll out its AI offerings later this year, Gurman said that the company would only be able to fully scale its generative AI vision by at least next year.
Apple analyst Ming-Chi Kuo, too, had said in December that upcoming iPhone 16 models would be equipped with an upgraded microphone designed to significantly boost the Siri experience and voice input. According to Kuo, the Siri team at Apple has been working on LLMs and other AI features since Q3 2023.
Last month, it was reported that Apple is negotiating deals with publishers to train its generative AI systems on news content. The company had reportedly pitched multiyear deals worth at least $50 million (roughly Rs. 420 crore) to license the news article archives from publishers like Condé Nast, the New Yorker, NBC News and more.