How Apple Plans to Infuse Its Lineup with Generative AI

In his latest report, Mark Gurman of Bloomberg offered revelations and projections regarding Apple’s generative AI initiatives, detailing the systems Apple has developed and speculating where they might be implemented.

Apple was caught off guard by the explosion in generative AI last year when chatbots like ChatGPT took the tech world by storm. While competitors like Google, Microsoft, and Amazon raced to roll out AI features, Apple sat on the sidelines. Now Apple is scrambling to catch up and plans a broad generative AI push across its products.

According to inside sources, Apple executives consider missing the AI trend a big miss and are anxiously working to respond. The effort is being led by top leaders including CEO Tim Cook, AI head John Giannandrea, software engineering SVP Craig Federighi, and services chief Eddy Cue. Together they are spending around $1 billion per year on Apple’s AI catch-up plan.

Giannandrea’s team is developing the core AI technology, including a smarter Siri integrated with Apple’s own large language model. This new Siri could launch next year or later depending on progress. Federighi’s software…