As we head into 2024, Apple faces a diverse set of challenges and opportunities, particularly in the areas of generative AI, the App Store and product innovation, according to Mark German. The upcoming launch of Vision Pro and progress in integrating AI into iOS and other apps highlight a pivotal year for the tech giant.
Launch Vision Pro and Spatial Computing
Set to launch in early 2024, Apple’s Vision Pro, a spatial computing headset, represents a significant step into virtual and augmented reality. Announced at WWDC 2022, the Vision Pro is expected to start at $3,499, although pricing details for additional configurations remain undisclosed. This launch is in line with Apple’s broader strategy to improve spatial computing and video capabilities, evident in the upcoming iPhone 16 models featuring spatial video capture.
AI integration in iOS 18
Bloomberg’s Mark Gurman reports that iOS 18 will focus heavily on integrating generative AI, with Craig Federighi’s team at Apple infusing the operating system with features based on large language models. Improved Siri capabilities, AI-assisted functionality in Apple Music and generative AI tools in iWork apps and Xcode are part of this ambitious plan.
Apple’s generative AI strategy
Under the leadership of AI chief John Giannandrea, Apple is working intensively on “Apple GPT,” a project that rivals OpenAI’s ChatGPT. Despite its significant investment in AI, Apple reportedly does not have a clear consumer-focused AI product strategy. However, the company’s experiments with Siri enhancements and multimodal AI technologies suggest a committed exploration of AI’s potential. Apple’s cautious approach to AI, which prioritizes privacy over rapid deployment, shapes its strategy in this area.
Integrating AI into the Apple ecosystem
Rumors I guess Apple’s intention to integrate AI into its application portfolio. This includes AI-generated playlists in Apple Music, AI support in Xcode, and AI-generated functionality in customer support apps. Apple’s engagement with major publishers for educational AI content, while met with lukewarm responses, underscores its commitment to enriching its AI capabilities.
Current Applications of Artificial Intelligence and Machine Learning
Apple’s current product lineup already benefits greatly from AI and machine learning. From enhancing iPhone photography to powering features like Crash Detection, Fall Detection, and Siri Suggestions, Apple’s implementation of AI is pervasive and deeply embedded in the product ecosystem​​.
Tim Cook’s view of AI
Apple CEO Tim Cook recognizes the importance of AI and machine learning as fundamental technologies integral to Apple products. While recognizing the enormous potential of AI, Cook emphasizes a thoughtful and deliberate approach to its integration, ensuring that AI applications are aligned with Apple’s standards and values.
Apple and Samsung’s AI Plan Matches Qualcomm CEO’s View
The integration of generative AI into smartphones in 2024, as emphasized by Qualcomm CEO Cristiano Amon, signals a fundamental shift in the industry. Qualcomm’s insights into this trend highlight the significant role AI is poised to play in improving the mobile user experience and changing the dynamics of the smartphone market.
Qualcomm’s point of view, combined with the efforts of companies like Samsung, and Xiaomi, illustrates a broader industry move toward AI-enhanced mobile technology. Samsung’s Galaxy S24 series, the first AI phone, is set to redefine user interactions with advanced AI systems. Xiaomi continues to integrate AI into its MIUI interface and AI camera technology.This evolution provides opportunities for new growth and innovation, with AI-driven features becoming increasingly central to the functionality and appeal of future smartphones.
Image source: Shutterstock