Published on January 8, 2024, 2:27 pm

Apple is looking to catch up in the race to integrate AI by planning some major generative AI features for its next version of iOS, according to tech reporter Mark Gurman. The company is expected to unveil these initiatives at its 2024 Worldwide Developers Conference in June.

One of the key areas Apple is focusing on is integrating AI into its core apps and productivity programs such as Pages and Keynote. This includes adding features like auto-summarizing and auto-complete. Additionally, Apple wants to use AI to automate the creation of playlists in services like Apple Music. Siri is also due for a major overhaul.

In terms of developer tools, Apple is working on new versions of Xcode and other programming tools that will utilize generative AI to assist users in completing code. On the support front, the company is designing an AI-powered system for AppleCare employees to provide better technical troubleshooting assistance.

While major players like OpenAI, Microsoft, and Google have already made strides in generative AI, Apple seems to be falling behind. The company has been working on integrating AI into some products but hasn’t shown significant progress yet. This poses a risk for a tech firm known for innovation in consumer technology.

Adding further competition, Samsung’s upcoming Galaxy S24 smartphone will reportedly include several AI features such as image generation, email composition, translation capabilities, and voice recognition.

Apple’s slow adoption of AI has also been coupled with long-standing complaints about Siri’s lack of reliability and development. Former Apple employees have criticized Siri for its limited functionality and lack of improvement.

Even if Apple manages to introduce major new AI innovations and improve Siri this year, it may take until 2025 to fully realize its generative AI vision according to Gurman. By then, other companies would have established themselves in the field.

Apple’s delay reflects a missed opportunity compared to ChatGPT’s rapid rise two years ago and Amazon’s announcement of an updated Alexa service. Microsoft and Google also introduced new AI services within the past year and a half, highlighting Apple’s lag in the AI race.


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