Apple is gearing up to shake things up with its iOS 18 update, thanks to a new partnership with OpenAI. Confirmed by Bloomberg’s Mark Gurman, this collaboration is set to boost Apple’s AI features and help it compete with the likes of Google and Microsoft. The OpenAI deal will be a highlight at the WWDC 2024 event. While Apple is also talking to Google about using Gemini as another AI option, the OpenAI partnership gives Apple an edge over competitors like Samsung, which uses Google’s Gemini AI for its Galaxy S24 lineup.
Apple’s AI strategy for iOS 18 is all about practical tools rather than flashy features. Expect things like transcribing voice memos, auto-generated emojis, and deeper chatbot integration, with OpenAI’s ChatGPT leading the way. While Apple is still working on deals with Google and possibly Anthropic, the focus remains on practical uses.
Apple’s approach includes both on-device processing and cloud-based solutions. On-device AI offers benefits like better privacy, offline functionality, and quicker response times. However, it’s not as powerful as the cloud-based large language models (LLMs) used by most commercial chatbots. For more complex tasks, Apple will use cloud-based LLMs powered by M2 Ultra chips in its data centers, balancing performance and privacy. To address privacy concerns, Apple will stress that it won’t build user profiles like Google and Meta do.
Key AI features will include a “smart recap” that summarizes missed texts, notifications, web pages, news articles, and more. There will also be improvements to the Voice Memo app, AI-generated transcripts, better Spotlight search, and automatic email and text suggestions. Siri will get a more natural-sounding voice and enhanced functionality, especially on the Apple Watch. Apple will also introduce custom emojis based on text input, and a revamped iPhone home screen allowing users to change app icon colors and placement.
Even with these cool new features, Apple needs to convince consumers and investors that it’s making exciting AI advancements. Project Greymatter will integrate AI tools into core apps like Safari, Photos, and Notes, enhancing notifications and other features. The system will decide whether tasks should be handled on-device or via the cloud, with most new AI features supported by recent iPhone, iPad, and Mac chips.
Apple’s massive user base means that once these AI features are rolled out, the company could quickly become a significant player in the AI space. The new capabilities will be available on recent devices, making them widely accessible. Additionally, Sonos has launched $449 headphones to compete with Apple’s AirPods Max, Humane Inc. is looking for a buyer after a disappointing launch of its AI Pin device, and Apple has named Cynthia Bowman as its new head of diversity and inclusion, the fourth person in this role since 2017.
