Generative artificial intelligence (AI) is rapidly gaining prominence within the tech industry, prompting major companies to integrate it into their product portfolios. Despite boasting a diverse range of products, such as the iPhone and iPad, Apple has not yet entered the generative AI arena. However, recent reports suggest a shift in this stance, indicating that the Cupertino-based tech giant is gearing up to introduce generative AI capabilities with the upcoming iPhone 16, set to debut alongside iOS 18.
According to insights shared in the latest edition of Bloomberg's Power On newsletter by Mark Gurman, Apple is strategically navigating its entry into the generative AI space, acknowledging the lead established by competitors like Google and Microsoft. Gurman highlights Apple's meticulous approach, revealing a temporary halt in the development of iOS 18, iPadOS 18, and other updates. This pause is attributed to the identification of numerous glitches in the code, prompting engineers to prioritise quality control by addressing these issues before implementing new features in the anticipated software release.
Gurman suggests that the significance of this quality control phase is heightened by expectations that the iPhone 16, slated for release next year, may not introduce groundbreaking features. Consequently, Apple's marketing strategy is expected to pivot significantly on the success of its next operating system for the iPhone, iOS 18.
Senior management within the company has reportedly characterised the forthcoming software updates for Apple devices as "ambitious and compelling." These updates are anticipated to introduce major features, design changes, and enhancements in security and performance.
Insights from Gurman's previous reports indicate that Apple's foray into AI is spearheaded by two Senior Vice Presidents, John Giannandrea and Craig Federighi. These executives are identified as "executive sponsors" of Apple's AI initiatives, with Eddie Cue, Apple's head of Services, also actively involved.
Giannandrea's team is reportedly focused on developing an AI system and leveraging Siri for its implementation, while Federighi's team is specifically working on integrating generative AI features into iOS 18. The report suggests that these enhancements could significantly improve various iOS features, including Siri and Messages, where applications may autonomously complete sentences and respond to inquiries.