Generative artificial intelligence (AI) is swiftly gaining traction in the tech industry, prompting major companies to incorporate it into their product offerings. Despite Apple’s diverse range of products like the iPhone and iPad, the company has yet to venture into the realm of generative AI. However, recent reports indicate a shift in this approach, suggesting that Apple is preparing to introduce generative AI capabilities with the upcoming iPhone 16, set to launch alongside iOS 18.
In the latest edition of Bloomberg’s Power On newsletter, Mark Gurman provides insights into Apple’s strategic entry into the generative AI space. Recognizing the lead established by competitors such as Google and Microsoft, Apple is reportedly taking a meticulous approach. Gurman reveals a temporary pause in the development of iOS 18, iPadOS 18, and other updates due to the identification of numerous code glitches. Engineers are prioritizing quality control by addressing these issues before implementing new features in the anticipated software release.
Gurman underscores the significance of this quality control phase, especially considering expectations that the iPhone 16, slated for release next year, may not introduce groundbreaking features. Consequently, Apple’s marketing strategy is expected to pivot significantly on the success of its next operating system for the iPhone, iOS 18.
According to Gurman, senior management within the company has characterized the forthcoming software updates for Apple devices as “ambitious and compelling.” These updates are anticipated to introduce major features, design changes, and enhancements in security and performance.
Insights from Gurman’s previous reports indicate that Apple’s foray into AI is led by two Senior Vice Presidents, John Giannandrea and Craig Federighi, identified as “executive sponsors” of Apple’s AI initiatives. Eddie Cue, Apple’s head of Services, is also actively involved.
Giannandrea’s team is reportedly focused on developing an AI system and leveraging Siri for its implementation, while Federighi’s team is specifically working on integrating generative AI features into iOS 18. The report suggests that these enhancements could significantly improve various iOS features, including Siri and Messages, enabling applications to autonomously complete sentences and respond to inquiries.