Apple’s annual software upgrades are always a big deal in the tech world. But that’s truer than ever in 2024 as Apple is expected to sprinkle more AI into its upcoming iOS 18 software update, according to multiple reports from Bloomberg’s Mark Gurman.
Apple is rarely first when it comes to emerging technologies. It still hasn’t launched a foldable phone, for example, and it only released its first mixed-reality headset in 2024 — almost a decade after the original Oculus Rift arrived. But iOS 18 could provide an early glimpse into Apple’s take on generative AI, underscoring the immediate and widespread impact the technology has already made in our everyday lives.
It’s no exaggeration to say generative AI has created waves in the tech sector, prompting companies like Google and Microsoft to catch up to the seemingly overnight success of OpenAI’s ChatGPT. More than 100 million generative AI smartphones, or smartphones that run native AI models and use AI to create content, are expected to ship in 2024, according to Counterpoint Research. A survey from McKinsey & Company illustrates generative AI’s broader reach beyond smartphones, saying that one-third of respondents are using the technology regularly in their organizations for business purposes.
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Apple has been noticeably absent from the generative AI race. But now that Samsung and Google have teamed up to bring features powered by the technology like Circle to Search to Android phones, there’s been more curiosity about what’s in store for iPhones.
Apple never discusses products before it’s ready to announce them. However, Apple CEO Tim Cook recently teased that the company has big plans regarding generative AI. “Let me just say that, I think there’s a huge opportunity for Apple with GenAI and AI,” he said during the company’s most recent earnings call, according to a transcript from finance website Seeking Alpha.
We don’t know what that will look like just yet. But there’s a…
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