Gurman says embracing AI in end-user features is one of the primary objectives for Apple right now, as it looks to catch up to rivals like OpenAI, Google and Microsoft. Apple is consequently set to spend about $1 billion a year on AI research and product development.
In addition to new features in iOS 18 and Siri, Apple is also looking at ways to enhance the developer experience with AI-enhanced features in Xcode. This would likely include advanced code completion similar to what Github Copilot offers. The company is also looking at ways to streamline its internal AppleCare tools with artificial intelligence.
There is apparently some internal tension about whether to base these features off of AI neural network models running on device, or passed through Apple’s cloud services. Running on-device maximizes privacy, but large language models running on a server farm enable much more sophisticated capabilities. Gurman says Apple will likely decide on a case-by-case approach, with some features running wholly on-device and others relying on a cloud backend.
