Here’s what Apple is preparing in AI to challenge Google and Samsung (and not lag behind)

• 2024 and 2025 are expected to bless the next iPhones with AI goodies.
• Apple is far behind in the AI ​​race and the competition is acting accordingly.
• Google has already upped the ante, and Samsung will double the ante with the “Galaxy AI” in a few days.

Welcome to today's obligatory, inevitable and unavoidable two-minute AI. We are going to talk about Apple's plan to not lose the (mobile) AI race, which so far neither wins nor leads. In fact, he's late.

I'm not alone in saying that Cupertino is way behind the competition in AI – “far behind” is Bloomberg's Mark Gurman's exact phrase in its latest newsletter 'Power On'.

In it, he argues that Apple's toughest trials and tribulations in 2024 won't have the iPhone at the center. The Vision Pro won't be a major “headache” for Apple either – perhaps just a minor one, as the $3,500 price tag won't immediately make it a top-selling product worldwide.

Apple's trials and tribulations in 2024

In the digital jungle, Apple is a leader. it's just not typical – for example, we haven't received a foldable phone or tablet from Apple yet. The philosophy behind Cupertino's patience seems to be “Learn from the mistakes of – Samsung and Google, er – others.” When the time comes, Apple will most certainly enter the foldable space. Speaking of Samsung and Google, Apple has a long way to go to catch up with these two in terms of AI capabilities. Personally, you might be the kind of user who doesn't care about AI on your phone, but letting the competition offer something you don't is a no-no in the big business world.

That's why Bloomberg's Mark Gurman expresses the sentiment of many: Apple has missed its track record, given that it's been nearly two years since ChatGPT captured the attention of billions of people, almost a year later that Amazon announced its revamped and AI-enhanced Alexa service. and about a year and a half after Microsoft and Google launched their new AI-related services.

In mid-January, Samsung is expected to unveil the Galaxy S24 lineup and – for those of you who have been living under a rock for the past few months – it's dubbed “Galaxy AI”, which is self-explanatory as to what we're going to do. get latest hot products from Korea.

What will Apple do?

The name of the game may be “Continue, not catch up,” but for now, Apple has some catching up to do.

As the newsletter says, Apple is “planning to add features like AutoSummarize and AutoComplete” to its core apps and productivity software like Pages and Keynote. Apple is also working to integrate AI into services like Apple Music, where the company wants to use the technology to better automate playlist creation. “And Apple is planning a major overhaul of its digital assistant, Siri,” Gurman says.

This is probably to be expected in iOS 18 and the underlying work is being done “on a large language model called Ajax internally and the company has been testing it since early last year”:

According to the newsletter, “Apple's entire generative AI vision” will take at least until 2025 to be fully scaled. “Long story short: Apple is way behind in AI, and that represents a major risk for a company that sees itself as the leading innovator in consumer technology,” Gurman concludes.