NEWS  Apple  November 14, 2023  Reading time: 2 Minute(s)

Max (RS editor)

In a bid to catch up with industry leaders Google and OpenAI in the realm of generative AI, Apple is placing considerable emphasis on the upcoming iOS 18, marking a departure from the spotlight traditionally cast on hardware advancements. The iPhone 16 and 16 Pro, set to debut next year, lack standout features that would independently drive sales, prompting Apple to rely on groundbreaking software to entice consumers.

While the Android ecosystem has vociferously championed its integration of AI, Apple's absence from the AI discourse has been notable. The iPhone 15 launch centered on camera enhancements and titanium construction, leaving Apple enthusiasts and the broader market wondering how the tech giant plans to incorporate AI into its next generation of iPhones.

The question now is how Apple intends to deliver AI experiences to its loyal user base and the wider consumer market. The prospect of AI hardware capabilities embedded in the presumed A18 Apple Silicon chipset is on the horizon, a move reminiscent of Google's Tensor and Qualcomm's Snapdragon chipsets.

However, as Apple charts its AI course, concerns arise regarding the fate of existing iPhones supporting iOS 18. The potential bifurcation of AI tasks, with resource-intensive processes delegated to the cloud and less demanding features executed locally on the device, poses a dilemma. This decision hinges on the iPhone's hardware capabilities, potentially leaving older or slower iPhones reliant on cloud processing—a strategy that clashes with Apple's commitment to on-device data processing.

Meanwhile, Apple's Android competitors are defining the landscape of AI-powered smartphones, leveraging both buzzworthy terms and real-world applications. Despite Apple's discreet use of AI, it failed to captivate the public's imagination during the iPhone 15 launch in September.

Traditionally tight-lipped about its future endeavors, Apple faces increasing pressure to join the vocal and visible dialogue on AI in smartphones. While an official press release might be unlikely, industry insiders anticipate revelations from various sources in the coming year, shedding light on Apple's plans to make the iPhone an integral part of the AI conversation.

(Cover image by Apple)