Although artificial intelligence has powered some of the iPhone’s experiences for years, such as Live Text and improved autocorrect, generative AI could unlock new levels of interaction and personalization. The debut of an AI iPhone could also entice consumers to upgrade at a time when they’ve been holding onto older models longer. Now all eyes shift to Apple for its take on generative AI. Expediting AIBehind the scenes, Apple reportedly has been working on its on-device generative AI capabilities and acquiring companies for awhile, such as Canadian startup DarwinAI. But now it needs to show it’s going all in on artificial intelligence to stay relevant in a rapidly evolving industry.

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Persons: Apple’s Siri, Siri, ”, Tim Cook, they’ve, Paul Schell, ” Schell, Thomas Husson, Forrester, Apple, Nabila, doesn’t, ” Popal, “, “ It’s, it’s Organizations: CNN, Developers Conference, Google, Samsung, ” Apple, Apple, ABI Research, Microsoft, Meta, IDC, Bloomberg, Huawei Locations: China