Apple wants to catch up in the area of AI. Siri and other functions should get AI upgrades. (Image: Adobe Stock – Jittavit21)
What is Apple’s next big thing? After Macintosh (1984), iMacs (1998), iPods (2001) and iPhones (2007)
Apple CEO Tim Cook hat TechCrunch announced that Apple will take “new paths” in the area of GenAI this year.
This focus likely stems from the company’s reported cancellation of its multi-billion-dollar, decades-long electric car project that same week. Some of the project’s staff have apparently been redeployed to various GenAI initiatives.
What is GenAI? The abbreviation stands for “Generative Artificial Intelligence”. This term describes technologies that contain content such as text, images, videos and much more
What is Apple planning in the future?
Sea Bloomberg Apple plans to improve Siri and the integrated search function Spotlight in iOS with GenAI. The goal is to enable both to answer more complex inquiries and conduct sophisticated dialogues.
AI functions are also being researched to…
- Create automatic presentation slides in Keynote
- Generate playlists in Apple Music
- Make coding suggestions in Xcode
How much longer will it take?
It may be that some of the mentioned GenAI features will be introduced in the next versions of Apple products, but the exact time frame remains unclear.
The next versions of iOS, macOS and iPadOS, expected to be unveiled at the Worldwide Developer Conference this summer, may already include some of these GenAI features. But that is not certain.
Tim Cook, CEO of Apple. (Image: Apple)
Another indication of an impending AI offensive from Apple is the increased publication of technical papers, open source models and tools on the topic of AI.
Ferretreleased in October, for example, is a chatbot built on an existing open source model, Vicuna.
MGIEreleased earlier this year, is a model that can adjust and manipulate images based on prompts.
What has Apple done so far in the GenAI area?
Apple has been slower to invest and develop GenAI compared to other major technology companies. Tim Cook has emphasized that they are working on GenAI internally, but are taking a slower and more measured approach.
Previous mentions of GenAI in press conferences have been limited to the introduction of new autocorrect and text prediction features in iOS.
We will probably not find out whether we will see the new AI functions this year until the summer at the earliest, when Apple’s World Wide Developers Conference takes place again.
Until then, you can easily become prompt professionals. Here we tell you how:
What would you like to see from Apple when it comes to Siri and other AI projects? Do you still use Siri these days, or is it no longer a match for ChatGPT, Copilot and Gemini? What do you think Siri needs to become a little more popular again? As always, please write us your opinion in the comments!
