AI is coming to the iPhone-and it could change everything

Generative Al is set to impact every corner of Apple’s ecosystem.

- DAN MOREN

After years of the market complaining that Apple is "behind" on artificial intelligence, the company is poised to make a big push in the technology with its platform updates this year. It's a rare move that's been confirmed by no less than CEO Tim Cook himself (fave.co/3TvlrJ4), who said in the company's most recent financial results call that the company would "share the details of our ongoing work in that space later this year." Of course, the company's not really a stranger to this space: Apple has spent plenty of time deploying machine learning technology in a variety of areas for years, from photography to autocorrect. But the industry's focus of late is on generative Al, the technology that underlies the products that have captured the zeitgeist, from chatbots like ChatGPT to image creation tools like Dall-E and Stable Diffusion.

The big questions that hover over all of this are how Apple will bring those technologies into its existing operating systems and what choices it will make in rolling them out. The company tends to be on the judicious side when it comes to deploying new features, but there are still plenty of places on its platforms where generative Al-contentious as it may be-might find a foothold with users.

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