AN APPLE A DAY KEEPS THE AI REVOLUTION IN PLAY: DELVING INTO IPHONE'S FUTURE

Apple’s approach to the race to AI supremacy in Big Tech has flown low under the radar. Where its competitors in this space have touted their commitment to AI development, Apple has appeared to prefer keeping secrets. But rumblings from Cupertino suggest that we are now on the cusp of big changes to the experience of using an iPhone. Let’s take a closer look at what’s going on in Apple’s AI road map, as compartmentalised by insiders at Bloomberg this month. For this is not about the mere addition of AI to the iPhone, but about how we interact with the entirety of Apple’s iOS ecosystem.

APPLE'S AI ADVENTURE UNFOLDS

Apple’s push into the frontier of AI is about to take another big step. With the release of iOS 18, the iPhone will transform from a smart device to a smart assistant – but not in the way you might think. Apple is not just embedding AI in apps. It’s infusing it into the background of everything you use. This means fusing AI with its built-in apps such as Safari and Maps; making better use of the notification system; and supercharging Spotlight searches.

On-Device vs. Cloud: APPLE’S AI STRATEGY

But Apple’s on-device processing approach – in stark contrast to Google’s more cloud-centric approach – means that a lot of the processing burden is being shifted onto the device. This is likely not only a response to privacy concerns but also because there is no substitute for a responsive AI experience. Without the necessary processing capability built into the device, any AI experiences will suffer from latency as they bounce around the ether waiting for a satisfactory response. It’s also worth noting that Google’s Pixel series is also implementing more on-device processing, suggesting a convergence of thinking that points toward a more personal and responsive AI future for us all.

The New Tricks in APPLE'S HAT

Apple’s AI leap promises a suite of features to take on, and likely to surpass, the best of the mobile world right now. Apple can start auto-transcribing voice notes into text with greater accuracy, or alternative AI-friendly video edits like Google’s Magic Eraser. Apple also wants to improve the experience, with more relevant and customised search results in Safari, and a voice assistant that’s more natural and complete than Siri.

Siri's Renaissance

Siri was the first console virtual assistant, but it’s now far behind its contemporaries. However, Apple’s large language models are believed to put Siri on a new footing in iOS 18, leading to more naturalistic interactions and, hopefully, to be shared with smartwatches as well.

Emojis and Notifications: The Fun Side of AI

Slightly less frivolously, Apple is leavening the AI with features that include an ‘on-device’ algorithm for creating emojis (the text-to-image pipeline) and AI-edited notifications that will condense an influx of messages into read-ahead summaries for a cleaner, streamlined experience.

The Missing Link: APPLE’S STANCE ON AI CHATBOTS

Paradoxically, none of Apple’s recent announcements mention an AI chatbot in the mould of Google’s Gemini or OpenAI’s ChatGPT. (The company has a working relationship with OpenAI, though, which hints at custom GPT-based experiences in the works.) Perhaps Apple prefers the partnership to the competition model of innovation.

LOOKING AHEAD: A GLIMPSE INTO WWDC 2024

What’s in store for the iPhone? That’s the question that the tech world hopes to answer when Apple’s Worldwide Developers Conference (WWDC) 2024 kicks off in June. In recent years, WWDC has been more about hardware announcements than software updates – but the big talk this year is about Apple’s AI strategy, and how the company will extend the mobile revolution another generation. There’s little chance that the new products we will see will represent true innovation. Rather, they will be the result of an incremental process where companies build on existing technologies, services, and customer experiences, innovating along the way.

THE ESSENCE OF APPLE

Beyond its ‘cool’ image and its merging of technology and lifestyle, Apple is also a constant engine of innovation. The company isn’t jumping on an AI bandwagon; it’s set to change the paradigm that governs how machines interact with us. By tethering AI to the iPhone’s core, Apple is about more than just adding features to the phone – it’s splicing intelligence into the mundane, making the so-called future seem deeply personal and human.

The iPhone isn’t just a device; it represents the leading edge of a looming new world, a shift where technology merges into the texture of daily life such that everything will be smart, everything will respond to your voice, everything will feel like it knows your mood, your desires, your needs. What lies ahead for Apple fans is not just watching innovation happen but experiencing a shift that could alter the very nature of the digital age.