New Delhi | Updated: February 5, 2024 02:29 PM IST
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iOS 18 is expected to focus on enabling on-device generative AI for Apple. (Image: Freepik)
With its Vision Pro mixed-reality headset already on sale, Apple’s next big priority is to add generative AI features to the iPhone and other products as soon as ‘later this year.’ The confirmation has come from Apple CEO Tim Cook, who seemed to have teased an AI announcement pegged for this year during a call with analysts after the company reported fiscal first-quarter earnings.
“As we look ahead, we will continue to invest in these and other technologies that will shape the future,” Cook said during a call with analysts. “That includes artificial intelligence, where we continue to spend a tremendous amount of time and effort, and we’re excited to share the details of our ongoing work in that space later this year,” Cook said in his prepared remarks.”
In typical Apple fashion, Cook didn’t share too many details, but his remarks prove that Cupertino is very much a part of the AI arms race and aims, in every possible way, to compete with Microsoft, Google, and OpenAI.
For months, Apple has shied away from openly discussing its plans to bring generative artificial intelligence features to the iPhone, Mac, and its popular services. This is despite generative AI becoming the hottest buzzword in tech, with companies like Microsoft pouring billions of dollars into AI. Two years ago, Gen AI was barely discussed in mainstream conversation, but the popularity of ChatGPT changed everything. Since then, every major company, big or small, has released products designed to take advantage of generative artificial intelligence. Google, Adobe, Nvidia, Qualcomm, among others, are some of the companies that have marketed their products built on AI as the foundation.
It’s not that Apple hasn’t added AI features to its core software offerings; it’s that they have not done so at the same level as others. Samsung, Apple’s biggest rival in smartphones, marketed its latest Galaxy S24 as AI phones in an effort to stay ahead of Cupertino. Its high-end Galaxy S24 lineup comes with Galaxy AI, a set of features that bring translating calls in real-time and manipulate objects in photos.
Experts and insiders predict that Apple will showcase advanced generative artificial intelligence features with iOS 18, a new version of its mobile operating system that powers the iPhone. Apple typically announces new software in June at its annual developer’s conference, WWDC. It is possible that Apple may not use the phrase ‘Generative AI’ during the presentation, similar to how it intentionally did not use the words ‘Augmented Reality’ and ‘Virtual Reality’ to promote its $3500 Vision Pro headset, which went on sale last week in the US.
“Let me just say that I think there’s a huge opportunity for Apple with Gen AI and AI, without getting into more details and getting out in front of myself,” Cook said.
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Alongside Google and Microsoft, Apple is one of the few companies that have the resources to invest in Generative AI. But, in all likelihood, Apple will do things differently, opting for a more measured approach rather than the rushed strategies employed by many of its peers to grab attention. The Information revealed last year that Apple is investing millions of dollars per day into artificial intelligence. It is said that Apple’s most advanced Large Language Model (LLM), known internally as Ajax GPT, has been trained on ‘more than 200 billion parameters.’ Later last year, Apple’s machine learning research team quietly released a framework called MLX to build foundation models designed to run on its chips and perhaps bring generative AI apps to MacBooks.
Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle.
Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University.
Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include:
Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech.
Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture.
Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups.
Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech.
Authoritativeness & Trust
Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape.
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