Apple plans for big generative AI push for its devices & services: Report

In the initial stage, the company is said to be working on supercharging Siri with generative AI capabilities.

iPhone 15 Pro Max (Image credit: Vivek Umashankar/The Indian Express)

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Apple will soon join the ever-expanding list of tech companies incorporating generative AI technology into its portfolio. According to the latest report by Bloomberg, Cupertino is currently developing a range of generative AI-related features for iPhones, Macs and other various services.

The report highlights that Apple has been working on generative AI for a while now, which is dubbed as Apple GPT a large language model (LLM), and it is being developed under the leadership of three senior vice presidents—John Giannandrea, Craig Federighi, and Eddy Cue.

NEW in Power On: Apple ramps up generative AI work with plan to push the technology to several products and services. Company is working on revamped Siri and LLM features in Messages, Pages, Keynote, Apple Music, Xcode and more. https://t.co/3xwhck5JBs

— Mark Gurman (@markgurman) October 22, 2023

In the initial stage, the company is said to be working on supercharging Siri with generative AI capabilities, which is expected to go live as soon as next year. The next version of the iPhone OS—iOS 18—is also expected to gain several generative AI capabilities, and the company is also exploring ways to incorporate AI within its Xcode developer’s app.

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Other first-party apps like Apple Music might also gain AI capabilities, including auto-generated playlists, similar to what Spotify offers. Even apps like Pages and Keynote are said to receive a major AI revamp.

Apple is also considering ways to implement generative AI, including delivering a complete on-device experience, a cloud-based setup, or a mixture of both. While on-device AI might help with user privacy, a cloud-based implementation should help Apple offer more robust AI experiences.

With major tech brands like Google, Microsoft, and even Amazon offering various generative AI services to end-users, Apple certainly has a lot of catching up to do.