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Mark Gurman says that as we approach 2024, Apple will face a variety of challenges and possibilities, especially in the areas of generative AI and the App Store. Mark Gurman says that the upcoming launch and integration of AI within iOS and other apps, as well as advancements in Vision Pro, will mark a pivotal time for Apple.

Vision Pro Launch and Spatial Computing

Apple's Vision Pro spatial computing headset will launch in 2024. It is a major step forward into virtual and augmented realities. Vision Pro, announced at WWDC in 2022, is expected to begin at $3,499; however, pricing for other configurations remains unknown. Apple has a broader strategy of enhancing spatial computing and video capabilities. This is evident in the iPhone 16 models that feature spatial video capture.

AI Integration in iOS 18

Mark Gurman, Bloomberg's Mark Gurman reports that iOS 18 is heavily focused on integrating generative artificial intelligence. Craig Federighi and his team will be infusing features into the operating system based on large-scale language models. This ambitious plan includes enhanced Siri functionality, AI-assisted functions in Apple Music and generative AI in iWork and Xcode.

Apple's Generative AI Strategy

Apple's AI chief John Giannandrea has been working hard on a project called "Apple GPT" that is similar to OpenAI ChatGPT. Apple, despite its substantial investment in AI is said to lack a consumer-focused AI strategy. Apple's experimentation with Siri enhancements, multimodal AI and other technologies suggests a commitment to exploring AI's potential. Apple's strategy in the AI domain is shaped by its cautious approach, which prioritizes privacy over rapid deployment.

AI Integration in Apple's Ecosystem

Rumors indicate Apple's intention to integrate AI into its entire app portfolio. Apple Music's AI-generated playlists, AI support for Xcode and generative AI functionality in customer service apps are all part of this. Apple's collaboration with major publishers to create AI training content has been met with lukewarm reactions, but it shows its commitment to enriching AI capabilities.

Current AI and Machine Learning Applications

Apple's product line already benefits from AI and machine-learning. Apple's AI deployment is extensive and deeply integrated into its product ecosystem. It includes features such as Crash Detection and Fall Detection.

Tim Cook's AI Perspective

Apple CEO Tim Cook recognizes AI and machine-learning as integral technologies to Apple's product line. Cook acknowledges AI's immense potential but insists on a deliberate and thoughtful approach to its integration. This will ensure that AI applications are aligned with Apple's values and standards.

Apple's and Samsung's AI plan coincides with Qualcomm's CEO's perspective

As highlighted by Qualcomm CEO Cristiano Amon, the integration of generative AI in smartphones in 2024 signals a major shift in industry. Qualcomm's insights on this trend highlight the important role AI will play in improving mobile user experience and reshaping smartphone market dynamics.

Qualcomm's view, combined with efforts from companies such as Samsung and Xiaomi, demonstrates a wider industry trend towards AI-enhanced technologies for mobile devices. Samsung's Galaxy S24, its first AI-enhanced phone, will redefine the user experience with advanced AI systems. Xiaomi integrates AI into its MIUI interface, as well as AI camera technology.