But strictly focusing on AI progress, Apple is far behind rivals like Google and Microsoft. While Android and Windows are full of AI features, either through Google's Gemini or OpenAI's GPT models, Apple's first-party AI advances are much more limited. Both Google and Microsoft promote their AI assistants as a cornerstone of their marketing strategies; meanwhile, Apple pulled it AI Siri commercial, as its promised upgrades kept getting delayed.
Despite all this, the company is still making serious in-roads with AI. In fact, the company is planning three key new AI features, at least according to Bloomberg's Mark Gurman.
If you recall, Apple promised an AI-powered Siri with iOS 18 that was smarter than any iteration of Siri that had come before. This AI Siri was highly contextual, understanding what you meant in your requests without you needing to be hyper-specific. In addition, the assistant could pull information from a variety of sources, such as messages or emails, to fulfill requests, and even had an agent mode to take actions on your behalf. This is similar to how AI browsers let you ask the assistant to do things on the web for you. It's objectively futuristic, to be sure, but not necessarily useful—nor is it secure.
Next year, according to Gurman, Siri will get a total makeover. The assistant will be more conversational, and will power Apple's upcoming smart home device strategy. But that's a ways away yet.
AI health agent
The company is actually opening studio space to record videos for this service, and may feature a "major doctor personality" to "host" this Health+ service. (My money's on Doctor Mike, but maybe that's the only major doctor personality I know.)
Web search tool
Finally, Gurman says that Apple has "plans for an AI-powered web search tool." This tool is called "World Knowledge Answers" within the company, and is intended to compete against similar search tools from companies like OpenAI and Perplexity.
Will these AI features be enough to catch Apple up to the rest of the AI players? I'm not sure. But I'm not sure the company needs to catch up. As much as Microsoft has made AI a cornerstone of its new Windows experiences, it's not the reason people are buying PCs. Similarly, few users are choosing their smartphones, tablets, and computers based on whether Apple, Google, or Microsoft has the best AI assistant, or the best array of AI features. AI might be big money right now, but not in a way where Apple needs to be on top to remain one of the biggest companies in the world.
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