Department’s development of its own artificial intelligence (AI) technology, for which Apple Inc. has been hit with extensive delays. This happens as the company prepares for the upcoming launch of the next-generation iPhone 17. The company, known for its innovative advancements, has acknowledged a limited focus on AI during its recent product event, raising questions about its future plans in this competitive tech space.
During the iPhone 17 launch event in September 2023, Apple executives barely skimmed surface level AI technology. This seems to indicate that AI likely is not going to be a key focus area for the next device after all. The absence of significant AI announcements contrasts sharply with the growing emphasis on intelligent features by competitors in the smartphone market. Even Apple has ceased talking about its virtual assistant Siri when evangelizing AI improvements. This has led to plenty of speculation about what this means for the future of the AI-powered, voice-activated tool.
In June, Apple previewed advances in its Visual Intelligence and on-device models at the Worldwide Developers Conference (WWDC). They consistently communicated with developers throughout the year. While these updates weren’t explicitly focused on AI, a number of improvements are driven by AI technology — especially with respect to the camera. The iPhone 17 features an improved front camera with Center Stage. It employs artificial intelligence to automatically frame your subjects during video calls, making your communication more efficient and engaging. When viewed in the context of more serious AI capabilities being touted by other tech giants, these updates feel like an afterthought.
Market analysts suggest that Apple may be considering a strategic shift towards relying on third-party solutions for its AI needs. If successful, this shift in strategy would suggest the company is aware of its present shortcomings in the development of proprietary AI technology. Recent reports have suggested that Apple is considering making a big acquisition to strengthen its AI muscle. Such a move would be a paradigm shift in Apple’s approach to artificial intelligence. It would allow the corporation to adopt innovative technologies that are not within their current means.
Interestingly, Apple’s iPhone users frequently rely on Google’s technology for various services, such as Gmail, Google Drive, and Docs, often choosing them over Apple’s own applications like Mail and the iWork suite. This trend will soon leave Apple uncompetitive in a landscape quickly becoming reliant on new generative AI tools and software. Integrating Google’s Gemini technology into an AI-enhanced version of Siri would provide Apple with an instant, massive leg up in terms of functionality. This move kind of tells on Apple for their reliance on external resources.
For example, Apple has impressed in the generative space but in AI camera upgrades. It’s plain they don’t have a smart AI play at all and more importantly when it comes to the future creation of Siri. The market is undergoing a tail of change driven by technology. On the off chance that Apple chooses not to make artificial intelligence a top precedence for its products, it risks going down.