The Worldwide Developers Conference (WWDC), Apple’s annual event for developers, is just around the corner and a new report reveals the company’s artificial intelligence (AI) strategy that could be revealed during the event. The Cupertino-based tech giant is reportedly working on making its native virtual assistant Siri smarter by integrating artificial intelligence and adding what the company calls “active intelligence.” Separately, the iPhone maker is said to be working with OpenAI and planning big AI announcements at WWDC 2024.
Bloomberg’s Mark Garman reported in the Power On newsletter that Apple executives don’t have much confidence in the pace of Apple’s AI development. Internally, the company believes the gap between itself and its competitors is unlikely to close quickly. Concerns appear to have increased after OpenAI and Google announced further improvements to their AI models at their respective events last week.
However, Apple is reportedly bringing some big guns to WWDC 2024 on June 10. As mentioned, one of Siri’s main focuses is saturation. Virtual assistants can handle some basic tasks, but when it comes to modern AI chatbots, they fall into the shadows in terms of both voice and performance. The iPhone maker plans to make the iPhone faster by integrating artificial intelligence. Garmin claimed Siri has AI-based “preactive intelligence” features, including automatically summarizing notifications from your iPhone, providing quick summaries of articles, transcribing voice notes, and more. Existing features can also be updated.
In addition to Siri, Apple may also introduce AI-based editing tools in iOS 18. The details of these features are unknown, but they are believed to be similar to those found in the Google Pixel and Samsung Galaxy S series smartphones. “For people who have been using artificial intelligence in Adobe Inc.’s applications for a few months, none of these features are impressive,” Garman adds.
Finally, there could also be an official announcement of a partnership between Apple and OpenAI at WWDC 2024. According to the report, the two companies are currently collaborating by transferring the latter’s AI technology to the former. It’s unclear what these features will be, but some rumors suggest that the AI company could integrate ChatGPT into the iPhone to provide native access to the AI assistant.
Bhupendra Singh Chundawat is a seasoned technology journalist with over 22 years of experience in the media industry. He specializes in covering the global technology landscape, with a deep focus on manufacturing trends and the geopolitical impact on tech companies. Currently serving as the Editor at Udaipur Kiran, his insights are shaped by decades of hands-on reporting and editorial leadership in the fast-evolving world of technology.
