Apple is gearing up to unveil its latest iPhone 16 lineup later this year, expected to come packed with advanced Generative AI features. Despite the Cupertino, California-based company's strong reputation, its strides in AI have fallen behind rivals Google and Samsung. Notably, both the Pixel 8 and the recently revealed Galaxy S24 series from these competitors boast cutting-edge artificial intelligence tools and apps. The anticipated Generative AI features on the upcoming iPhone are likely to be integrated into the forthcoming iOS 18. As per a report by 9to5Mac, citing insights from Bloomberg's Mark Gurman, iOS 18, codenamed Crystal, is poised to become one of the most substantial updates in Apple's history. Gurman suggests that the update will usher in "ambitious changes," along with introducing new AI features. In his Power On newsletter, Gurman notes that iOS 18 is internally perceived as potentially the most significant iOS update ever. With this understanding, Apple's developers conference in June is expected to be particularly exciting. Earlier reports from Gurman hinted at the likelihood of Apple unveiling iOS 18's AI offerings during its Worldwide Developers Conference (WWDC) in June.
Apple has maintained a veil of secrecy surrounding the forthcoming iOS 18 update, but insiders suggest that Siri, the on-device assistant for iPhones, is poised for a substantial AI makeover. Reports indicate that the enhanced Siri experience will be driven by Apple's Large Language Model (LLM). Beyond Siri, anticipations include AI-driven advancements in apps such as Apple Music and Messages, promising better music recommendations, playlist creation, and enhanced text suggestions. Apple's productivity suite, featuring apps like Pages, Numbers, and Keynote, is also rumored to receive AI-based enhancements, as disclosed by Mark Gurman in October of the previous year.
The integration of these AI features into Apple's ecosystem is projected to incur a significant cost, with estimates pegging the investment at approximately $1 billion over the next year. Notably, Gurman previously noted that the iPhone 16 series might not witness major hardware upgrades, placing increased emphasis on the need for iOS 18 to deliver an "extra impressive" software experience.
In contrast, Apple's competitor Samsung recently unveiled its flagship Galaxy S24 series, introducing Galaxy AI features such as Live Translate, Note Assist, and Circle to Search. In collaboration with Google, Samsung has opted to incorporate AI services on its latest smartphones, leveraging the capabilities of Google's Gemini AI model. The dynamics of the evolving smartphone landscape underscore the importance of substantial software innovations to elevate user experiences in the absence of major hardware shifts.
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