While tech giants like Google, Microsoft, and OpenAI have been showcasing their latest AI developments, Apple has remained notably quiet about its new AI features in iOS 18. However, this will change at the upcoming Worldwide Developers Conference (WWDC) in June 2024. According to Bloomberg’s Mark Gurman in his latest Power On newsletter, Apple is set to reveal its approach to AI.
Unlike its rivals, Apple isn’t expected to unveil groundbreaking AI technologies. Instead, the company will focus on practical new AI features in iOS 18 designed to enhance the usability of iPhones, Macs, and other devices for everyday consumers. Central to Apple’s AI strategy is “Project Greymatter,” a suite of AI tools that will be integrated into key applications such as Safari, Photos, and Notes, as well as operating system features like improved notifications.
Some of the new AI-powered capabilities expected in iOS 18 and macOS 15 include:
These features aim to catch up with those already available from competitors like Google, but Apple hopes its vast customer base will help it lead in bringing AI to mainstream consumers. The new AI features are expected to be compatible with iPhones, iPads, and Macs released within the last year or so.
To uphold its commitment to privacy, most of the simpler AI tasks will be processed directly on users’ devices, while more complex tasks will be handled by Apple’s cloud servers powered by M2 Ultra chips. Apple will likely emphasize that it is not building customer profiles, a practice criticized when used by Google and Meta. The company may also highlight the security of its M-series chips used for cloud processing.
Notably absent from Apple’s AI lineup is a proprietary chatbot to rival ChatGPT. Instead, Apple has integrated OpenAI’s ChatGPT into iOS 18, though this partnership carries risks due to OpenAI’s recent controversies and unstable corporate structure. Apple is also reportedly negotiating a deal to offer Google’s Gemini chatbot as an alternative.
In addition to AI features, iOS 18 is expected to become more customizable. Users will be able to change app icon colors and freely arrange icons on the home screen, breaking away from the standard grid layout that has been a staple since the iPhone’s launch in 2007.
With these AI features and other anticipated changes, iOS 18 and other Apple operating systems are shaping up to be some of the most significant updates in recent years. WWDC 2024 will kick off on June 10 with the main keynote, where Tim Cook and his team are expected to unveil the AI-rich iOS 18, macOS 15, and more.
