AI integration into devices is becoming ever more prevalent with the likes of Apple, Samsung, Google, and Microsoft all investing heavily in AI research and development. Among the expected advancements, Apple’s AI features will be part of iOS 18, launching in 2024. This is inclusive of AI-generated “Genmoji” images, a more intuitive Siri, and a writing assistant named Rewrite. Apple Intelligence incorporates Apple’s own AI, OpenAI’s models, and potentially Google’s Gemini models.
Apple’s history of keeping its operations contained means potential collaboration with Google might be disconcerting for customers. Despite previous collaborations between Apple and Google such as YouTube’s shipping on iOS devices, and Google as Safari’s default search engine, the companies have often created competing services. Therefore, the prospect of a shared Apple-Google AI implementation struck technology analyst Michael Gartenberg as potentially deal-breaking.
EU concerns about this AI suite, named Apple Intelligence, potentially breaching the Digital Markets Act, have been raised. Furthermore, Elon Musk flagged concerns about the possible consequences for privacy when multiple AI providers supply to devices. Money-making strategies for Apple’s AI products are also being explored, including a potential “Apple Intelligence+” paid subscription offering additional features.
Samsung has also announced increased AI integration, with forthcoming displays expected at the Galaxy Unpacked event. Predicted advancements include AI-improved camera capabilities for new devices, alongside AI-powered health and fitness traits for Samsung’s wearable devices. Samsung’s AI work is benefitting from collaboration with Google and Gemini AI is set to be incorporated into Google Messages so that users can access the AI service directly.
Industry observers conclude that tech companies are enthusiastic about integrating AI directly into their devices and even to the extent of releasing partially finished tools or forging unusual collaborations. Consumers, however, may find that the complexities ushered in by AI integration may complicate their experiences.
