Apple is intensifying its efforts to narrow the gap in generative AI by actively acquiring innovative startups and recruiting top AI talent. Sources suggest that these new capabilities may be integrated into Apple’s premium products, including the iPhone, but might not reach consumers until later in the year.
The drive to lead in technology was embodied by Steve Jobs with his famous quote, adopting Wayne Gretzky’s philosophy of aiming for where the puck is going to be. Despite its current position as one of the world’s most valuable companies, Apple has been somewhat behind in the domain of generative AI—a field experiencing rapid growth thanks to advancements like OpenAI’s Chat GPT-4.
AI, including machine learning applications such as Deep Fusion and intelligent Siri suggestions, is not new to Apple. However, the company’s AI voice assistant, Siri, has struggled to match the advancements made by its competitors. While Apple’s attention was on its Vision Pro AR/VR headset launch, an endeavor that has faced its share of skepticism, the generative AI landscape was burgeoning.
In a move to strengthen its foothold, Apple released a generative AI model named MLX and continued to develop novel approaches for boosting processing capabilities, including using smartphone flash storage to enhance system RAM for more robust on-device AI processing.
The Financial Times disclosed that Apple has been actively purchasing AI-focused startups, with WaveOne, a company specializing in AI-based video compression, being one of its recent acquisitions. This expansion move is corroborated by a Morgan Stanley report indicating that a significant portion of Apple’s recent job listings pertain to AI roles.
Internal testing of an AI model known as “Ajax” suggests that Apple might be preparing for a major upgrade of Siri, with speculation about a launch alongside iOS 18 and new versions of other major operating systems. There is also anticipation of generative AI-driven photo, audio, and video editing features being announced, comparable to those introduced by Samsung and Google in their latest flagship devices.
Industry insiders anticipate that Apple will unveil its latest AI enhancements at WWDC 2024, with a June event for developers and the public. However, it is expected that these features will be available to consumers, potentially in the iPhone 16 series and other Apple devices, around November, roughly a year after similar technologies were made available to Pixel users.
