Apple is lost with AI. This is the sentiment of a market that seems to have missed the boat on AI in Cupertino, at least since OpenAI shook us all up with ChatGPT. Or isn’t it?

In recent weeks, Apple has been wondering how maybe — just maybe — simply He was preparing his move. And if all goes as it seems, the move will be announced at the next WWDC 2024.

It will achieve this with the presentation of iOS 18, the new version of Apple’s mobile platform. Bloomberg analyst Mark Gurman said: stated iOS 18 is seen as “one of the biggest, if not the biggest, iOS updates” within the company, according to its sources in the company’s history“.

It is better to be wary of such statements, but the truth is that the signs point precisely to a major change in the future of iOS: the integration of a generative artificial intelligence model that is part of Siri and also other applications such as Messages. The leaked data reveals the intention to use Siri to automate complex tasks; This is something the Shortcuts app can take advantage of. Gurman says that at Apple, they are investigating the possibility of applying this technology to other tools such as Apple Music, Pages, Keynote and Xcode.

We have already explained how in December 2023 Apple looks to be closer to launching its hypothetical “AppleGPT” chatbot, which competes with ChatGPT but does so with a different approach: will work locally, without having to connect to the cloud. That’s exactly what Google is proposing with its Gemini Nano model, which will start offering its features on the Samsung Galaxy S24 and Pixel 8 this week.

These apparent efforts to apply generative AI models to iPhones also have a lot to do with another striking episode: Apple has been buying up AI startups for a while now.

As reported in the Financial Times, since 2017 Apple acquired 21 artificial intelligence startups, much more than its competitors. According to PitchBook’s data, Accenture made 19 acquisitions in the same period, including 12 from Microsoft, 11 from Meta, nine from Intel or eight from IBM and Alphabet.

Not only that: Consulting firm Morgan Stanley noted that nearly half of Apple’s current business offerings include the term “Deep Learning.” This technology is related to the systems used in generative AI models, and this once again confirms that Apple has a clear interest in this area, but there is a feeling that it is taking some time to show its cards.

Therefore, expectations are increasing, and if everything goes as it seems, there will be visible changes in iOS 18. And if there is, 2024 will be confirmed as the year of the year. Generative AI landing on mobile phones. A generative AI that also differs in that it works natively, in a more specific way, something that Apple will undoubtedly impress, and which, although more modest, allows us to take advantage of this technology in our new and smartphones. practical ways.

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