Samsung may have gotten the jumpstart on getting AI into their phones before the competition, but Apple AI might just be catching up pretty soon. During the Q1 FY24 earnings call with analysts, Tim Cook hinted at Apple AI, involving generative AI and AI in general, which is already peppered across Apple’s ecosystem.

As we look ahead, we will continue to invest in these and other technologies that will shape the future,” Cook said during a call with analysts. “That includes artificial intelligence where we continue to spend a tremendous amount of time and effort, and we’re excited to share the details of our ongoing work in that space later this year.

Tim Cook, Q1 FY24 earnings call

AI has been an increasingly popular buzzword, especially with ChatGPT gaining prominence recently. It is of course worth mentioning that Apple has already invested heavily into AI, with the beefy Neural Engines (NPU) baked into Apple Silicon since way back in 2017 with the Apple A11. They have even looked into identifying child porn with AI, although that received significant backlash regarding privacy concerns.

iPhone 15 Pro Review-10

Apple has generally avoided saying “AI” or “artificial intelligence”, but instead refers to it as “machine learning”. That’s largely just semantics, but we can probably expect to see more cool applications of AI from Apple soon enough. Currently, Apple is already using it for better autocorrection, AI upscaling ala DLSS, on top of enhancing the camera capabilities in iOS. Probably we will see a revamped Siri as well?

Microsoft’s take on AI is to bring Copilot to the desktop, so maybe we will see Apple attempt a similar move by bringing an AI-enhanced Siri to all their operating systems. The earliest we will hear more about this would be at WWDC 2024, which usually happens sometime in June. That’s the event where Apple will announce the latest software.

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