iOS 18 Could Take the AI Craze Mainstream

The stakes for . Apple is also considering generative AI-based features for the consumer side of its software like improvements to Siri, Messages, and things like auto-generated playlists in Apple Music, and the ability to generate text and images in Pages and Keynote. Another element of iOS, iPadOS, and macOS that could see a major improvement? Spotlight. Bloomberg reports Apple could vastly improve its system-wide search by “using LLMs to answer more complex questions and the ability to tap deeper into apps to launch specific functions.”

Notably missing is any mention of an Apple-designed chatbot or any kind of chat interface outside of what already exists with Siri. Apple has internally tested its own GPT-style model called Ajax, and researched ways of running large language models on devices rather than in the cloud, but it seems that some of its planned features will be powered by, or at least supplemented with, third-party models. The company has reportedly discussed licensing tech from OpenAI, Google, and Baidu for its upcoming updates. Not only would that create a lucrative opportunity for Apple if companies are willing to pay to be on its devices, but it’d also save it some liability when the LLMs inevitably hallucinate and respond with incorrect answers.

The Apple Touch

Does all that make for an AI your grandma could use? Not on paper, but the X factor for most of what Apple does outside of design is marketing and branding. Explaining, naming, and selling things in a way that’s attractive and desirable, but also makes the importance of advancements clear. The WWDC 2024 keynote needs to not only introduce Apple’s version of these AI features, it needs to make the case for why they’re worth it in the first place.

The WWDC 2024 keynote needs to not only introduce Apple’s version of these AI features, it needs to make the case for why they’re worth it in the first place.

Apple didn’t really have a complete vision (no pun intended) for why anyone should want a Vision Pro, but given how contentious and wasteful AI can be, it needs to have one this June.