Apple appears to be gradually increasing its focus on GenAI technology, as reports suggest the tech giant is planning to enhance Siri and iOS' Spotlight with GenAI models. Mark Gurman from Bloomberg stated that Apple aims to boost the capabilities of these features to handle more complex queries and engage in sophisticated multi-turn conversations. Additionally, Apple is said to be exploring the integration of AI-powered elements to automate tasks such as generating presentation slides in Keynote, creating playlists in Apple Music, and providing coding suggestions in Xcode.

The company seems poised to unveil these advancements in the next versions of iOS, macOS, and iPadOS, which are anticipated to be showcased at the Worldwide Developer Conference later this summer. Apple's engineers have been actively co-authoring GenAI-related academic and technical papers, signaling a heightened focus on AI innovation within the company. Notably, Apple has recently released a number of open-source models and tools for developing software powered by GenAI, including a chatbot named Ferret and a model capable of image modification based on natural language commands called MGIE.

In a significant move, Apple reportedly allocated $1 billion per year to catch up on GenAI technology, including the development of a proprietary large language model named Ajax and an internal chatbot referred to as Apple GPT. Rumors also suggest that the upcoming iPhone 16 models could feature a "significantly" upgraded Neural Engine, enhancing Apple's capabilities in on-device AI processing. The company's deliberate approach to incorporating GenAI technology indicates a strategic shift towards embracing AI in its product ecosystem.