While Google and Samsung have already integrated AI features into their latest flagship phones, Apple has remained relatively quiet on the topic. However, a recent investor call confirmed that the company is actively developing generative AI features, set to be unveiled later this year.
During the call, CEO Tim Cook acknowledged the increasing focus on generative AI and stated that Apple has “a lot of work going on internally.” He emphasized their usual approach of internal development followed by public announcement, revealing their excitement for upcoming reveals “later this year.”
Cook offered no specifics about Apple’s AI plans, leaving details on devices, platforms, and functionalities shrouded in mystery. However, recent leaks and rumors provide some potential insights. The iPhone seems likely to be a central focus, with code in iOS 17.4 hinting at AI-powered features for Siri (summarization, smart replies), Messages, and other apps. Reports also suggest Apple is testing various AI models, both on-device and cloud-based.
Apple’s Worldwide Developers Conference (WWDC) in June 2024 could provide foundational details about AI integration into iOS 18 and other platforms. Further consumer-facing features might be announced alongside the iPhone 16 launch in September 2024.
