One of the biggest US tech companies, Apple, has not been as loud about using artificial intelligence (AI) in their marketing and products as Microsoft and Google have.
Apple has not verified the rumours that it has an internal ChatGPT-like platform, despite the rumours having been around since the company held two events without specifically discussing generative AI.
But during its Wonderlust event, Apple showed off how it had incorporated artificial intelligence (AI) into a number of features, including those of the iPhone 15, Apple Watch Series 9, and Apple Watch Ultra 2. This demonstrated the company’s dedication to AI in its product updates.
Apple announced the release of four high-end smartphones this week to replace the iPhone 14 lineup: the iPhone 15, iPhone 15 Plus, iPhone 15 Pro, and iPhone 15 Pro Max.
The new models bring unique features to the iPhone 15 and 15 Plus, and the iPhone 15 Pro and 15 Pro Max have a new titanium build, it was revealed at the announcement.
Apple’s virtual assistant Siri is now present in most apps and has improved user experience as a result of AI, which has been employed by the iPhone in a variety of ways. For example, when the camera is in Portrait mode, Siri can intelligently recognise a topic and hide everything else.
When you use the camera on the iPhone 15, the AI will now use machine learning to determine whether a person or a pet is in the shot. This dramatically improves the camera experience. If so, Portrait mode will be chosen by default.
According to ZDNet, the iPhone 15 Pro and 15 Pro Max are the only smartphones featuring the new 3nm A17 Pro CPU, which is a powerful yet efficient processor.
In addition to daily use and the AI supporting the camera array, the processor also supports the AI necessary for the more accurate predictive text on the iPhone 15 Pro and 15 Pro Max.