Since the AI boom began, Apple has been quieter about incorporating the new technology than its peers. To catch up, the company is planning updates to Siri that incorporate AI. His employees are reworking a "smarter " Siri that uses them, per Bloomberg. AdvertisementAdvertisementBut Apple's lag doesn't mean they haven't been thinking of AI before this year: "We've been doing research across a wide range of AI technologies, including generative AI, for years," Cook told Reuters in August. AdvertisementAdvertisementAnd to be sure, while Apple's AI push may have been muted, it is predominantly a hardware company.

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