As WWDC 2024 approaches, Apple’s major developer conference where iOS 18 will be unveiled, eyes are turning to the transformation of Siri, the Apple brand’s virtual assistant. The Cupertino company indeed seems determined to respond to the emergence of competitive generative AI functions, by investing massively in this technological development.
Amid the rise of advanced voice assistants such as Alexa and Google Assistant in recent months, Siri is lagging behind. This is why, according to information from Financial Times, Apple invested a billion dollars to revitalize its in-house solution, underscoring its commitment to generative AI. Rumors suggest that the major iOS 18 update will allow Siri to process AI functions locally on the device, eliminating the need for a network connection. Apple’s objective is clearly to align itself with competing solutions, some of which, such as Samsung’s recent Galaxy S24, have already adopted this approach for a large number of new functions.
The acquisition of startups specializing in generative AI, the most recent of which is WaveOne, also shows that the Cupertino company takes the subject seriously and is fully invested in the field. The company’s job offers also reveal a significant importance given to deep learningemphasizing Apple’s desire to catch up.
While other giants of the sector such as Meta, OpenAI with Microsoft, or even Google and its partners, continue to announce new advanced functions, Apple keeps part of its plans secret. Although the company has not officially confirmed the arrival of generative AI, sources within the company suggest that Apple may already have an AppleGPT in place internally.
We still have to wait until WWDC24 which should be held, like every year, just before summer, and could put Apple back at the center of the chessboard in the field of artificial intelligence.