Generative AI, the artificial intelligence that can provide thoughtful and thorough answers to questions and suggestions, could breathe new life into Apple’s iPhones at a time when rivals are threatening to leave it behind
Imagine asking Apple’s Siri to show you an old photo taken from your child’s second birthday, or to summarize long emails and draft new ones. Then consider having Siri learn your schedule, your preferences, and even your personality so she can better communicate with you throughout the day.
Generative AI, the artificial intelligence that can provide thoughtful and thorough answers to questions and suggestions, could breathe new life into Apple’s iPhones at a time when rivals threaten to leave the company behind in the race to shape game-changing technology the world.
The company is widely expected to partner with ChatGPT maker OpenAI ahead of its annual Worldwide Developers Conference in June, where it will likely showcase its first batch of AI tools that will snap into iOS software.
Apple is racing to catch up with Google and Samsung
Although artificial intelligence has provided some of the iPhone experiences for years, such as Live Text and improved autocorrect, Generative AI could unlock new possibilities for interaction and personalization. All this at a time when the company is under pressure to catch up with rivals such as Google and Samsung, which already uses artificial intelligence technology in its smartphones.
“We see Generative AI as a significant opportunity for our products, and we believe we have strengths that make us unique there,” Apple CEO Tim Cook said on the company’s most recent earnings call in early May, noting that news would be announced on “coming weeks.”
Apple is not always the first to adopt new technologies. He usually researches, develops and aims to perfect them for years before incorporating them into new products. However, the speed with which the world is adopting Generative AI may accelerate the company’s need to have smartphones with the most advanced technology.
The debut of an AI-powered iPhone could also entice consumers to upgrade while holding on to older models for longer. Apple reported first-quarter revenue of $90.8 billion, down 4 percent year-over-year, as the tech giant continues to grapple with growth challenges, particularly in China, amid an uncertain economic environment.
Now all eyes are on Apple for its take on Generative AI.
What will the new iPhone look like:
Siri: A much smarter assistant
While it’s unclear exactly what an iPhone will look like in the world of Generative AI, experts largely believe that the new technology will be introduced to iPhones via Siri, the company’s record-breaking virtual assistant.
Integration with the latest ChatGPT model, OpenAI’s 4o, could catapult Siri years ahead, essentially turning her into an iPhone chatbot. This would allow Siri to perform specific tasks, such as recalling a photo taken years ago on the device or answering detailed questions about the weather, news or even trivia. Over time, it could learn the user’s preferences and even personality and respond accordingly.
Apple’s difference with competitors
Looking at how competitors have already introduced Generative AI tools, the iPhone will likely help users with other tasks, such as offering to summarize and compose emails or initiate an online purchase return process.
Samsung’s circle-to-search feature, which allows users to quickly search for information on a device’s screen with a flick of the finger, has garnered a lot of attention and has been adapted and used in marketing campaigns. The combinatorial features of the new technology are based on an artificial intelligence system, which can interpret and generate different types of data such as text and images simultaneously. Video analysis and spam and call detection could also be part of the tools, according to Paul Schell, an industry analyst at information technology firm ABI Research.
“Something similar would likely be included in the version Apple is preparing, given its relative simplicity and appeal beyond simple image search,” Schell said. “But verbal interactions with a bot like Siri will be much more natural and fluid, and her capabilities will go far beyond previous, ‘narrow domains like news and weather updates.’
An AI-powered iPhone could also automatically adapt to users, based on their voice, sound and language, combined with images and based on the context of their behavior.
“Generative AI will enable the next generations of iPhones to become a ‘sixth sense’, enabling us to ‘scan’ and interact with the world around us,” said Thomas Husson, an analyst at market research firm Forrester.
Generative AI will likely change Apple’s entire ecosystem, including Apple Maps, iMovie, and iPhoto, and release tools that will push other brands to develop new experiences through their own apps.
AI and fast
In the background, Apple has been working on artificial intelligence capabilities for its device and has been acquiring companies for a while, such as Canadian startup DarwinAI. It also has a machine learning research department dedicated to advancing artificial intelligence.
But after the launch of ChatGPT sparked a race in the field of artificial intelligence in late 2022, companies like Google, Microsoft and Meta were competing with each other and pouring resources into developing related tools. Apple, for its part, has remained tight-lipped about its visions of an AI future.
Nabila Popal, senior director of research at market research firm IDC, said pressure is going to be part of the conversation and has accelerated the company’s timeline. Earlier this month, Bloomberg reported that Apple was closing a deal with OpenAI to use ChatGPT technology on iPhones, while OpenAI had similar talks with Google.
“Apple usually takes its time and doesn’t let Android rush [να επηρεάσει τις κινήσεις της], whether with foldable phones or 5G or even virtual reality,” Popal said. “And Apple then comes out and does it better than anybody else.”
“However this time, with artificial intelligence, it’s different,” he said. “It’s almost like Apple is being forced to show its power early.”
He said consumers rate AI capabilities as more important than any other feature when choosing their device, especially in China, where Apple is losing market share.
“It’s not only because of Huawei’s resurgence but also because of the ‘lack of AI’ in its devices,” he said. “Chinese consumers want more from their Apple phones.”
During its most recent iPad event, Apple reminded attendees that it has been using artificial intelligence in its products for years, including a neural processing engine to power the A11 bionic chip. But now it needs to show that it’s infusing all of its devices with artificial intelligence to remain a “player” in a rapidly evolving industry.
“There is no longer any doubt as to whether or not Apple will announce something about Generative AI. Apple is bound to do so if it wants to achieve growth in this highly competitive and innovative smartphone market, especially in China. Artificial intelligence is a train that Apple cannot afford to miss.”
Source :Skai
I am Terrance Carlson, author at News Bulletin 247. I mostly cover technology news and I have been working in this field for a long time. I have a lot of experience and I am highly knowledgeable in this area. I am a very reliable source of information and I always make sure to provide accurate news to my readers.