Apple might be gearing up to reveal some major changes at this year's Worldwide Developer Conference (WWDC) with the launch of iOS 18 for iPhones. A recent report suggests that Apple is diving deeper into artificial intelligence (AI) with a focus on something called generative AI, which would mark a new direction for the tech giant.

Rumors are swirling that iOS 18 will bring a revamped Siri, powered by Apple's own Large Language Models (LLMs), possibly called AppleGPT. While competitors like Google and Samsung have already heavily incorporated AI into their smartphones, Apple has been more cautious, quietly perfecting its AI technology behind the scenes.

According to the report, analysts at Morgan Stanley believe the upcoming Siri update will harness the power of generative AI. Igor Jablokov, CEO of AI Pryon and founder of Yap, mentioned, "They tend to hang back and wait until there is a confluence of technology, and they can offer one of the finest representations of that technology."

The report also hints that Apple has been dropping clues about its AI plans, with analyst Jeff Pu suggesting that generative AI could start appearing on iPhones and iPads by late 2024. To support this move, Apple is reportedly working on building around 100 AI servers this year, with more planned for 2024, indicating a shift towards cloud-based AI. Additionally, Apple is exploring on-device AI technology referred to as 'edge AI.'

Apple aims to incorporate AI into various applications, potentially improving its entire ecosystem. For instance, Apple Music might introduce auto-generated playlists, while productivity apps like Keynote and Pages could feature automatic slide deck generation. Apple is also looking into ways to use generative AI for AppleCare, which could enhance customer support services.

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