During Apple’s recent quarterly earnings call, CEO Tim Cook made rare and notable comments hinting at Apple’s future AI plans. Though not sharing specifics, Cook suggested significant AI capabilities are coming in Apple software and devices this year.
In the investor call, Cook stated, “We’ve got some things that we are incredibly excited about that we’ll be talking about later this year.” He also noted that in terms of generative AI, “we have a lot of work going on internally.”
While characteristically vague, these remarks indicate Apple is gearing up for major AI feature announcements tied to this year’s Worldwide Developers Conference (WWDC), where the company previews the next generation of its operating systems.
WWDC 2024 to Preview iOS 18 with Expansive AI Features
Credible rumors suggest iOS 18, likely to be the centerpiece of WWDC 2024, will incorporate comprehensive AI integration, powering next-generation iPhone and iPad experiences. Cook added further validity to these reports, saying, “We’re excited to share details of our ongoing work in that space later this year.”
Developer logs reveal Apple is testing its internal Ajax AI model, presumably designed to compete with systems like ChatGPT. This and other AI technology could drive an ambitious iOS overhaul. One with more intelligence underpinning everything from Siri to Messages to Apple Music.
Reinventing Siri and Enhancing Default Apps
An AI transformation is expected across multiple fronts. Most notably to revitalize Siri, often considered subpar against alternatives from Google and Amazon.
Reliable analysts report a new ‘Siri 2.0’ rebuilt on modern AI with vastly improved comprehension, helpfulness, and extended abilities.
Additionally, central system apps are tipped to gain AI-assisted features. Code references indicate testing smart replies in Messages powered by language models. Similarly, AI promises more personal and contextual recommendations in Apple Music based on listening history and preferences.
Photos and other apps are also prime for AI-enabled search, automatic organization capabilities, and prompts guiding users through workflows.
While Apple has yet to detail specifics, Cook is suggesting significant revelations around how Apple leverages AI to deliver intuitive, supportive user experiences.
What This Means for Apple’s Products This Year
As Cook noted, “Our MO has always been to do work and then talk about work and not to get out in front of ourselves.”
However, following competitors announcing generative AI features in recent months, expectations will be high for Apple’s own offerings as previewed at WWDC 2024 and likely shipping across devices this fall.
