Apple to take on Google Pixel's AI with its own AI features later this year

The iPhone vs. Pixel battle just got heated on the AI front. During Apple’s recent earnings call, CEO Tim Cook confirmed the company is developing “generative AI software features” set to launch “later this year.” This move marks a significant shift for Apple, traditionally keeping their cards close to their chest, and suggests a direct response to Google’s AI advancements in Pixel phones.

While Cook remained tight-lipped on specifics, analysts predict iOS 18 could be the biggest update ever, potentially housing these new AI features. This aligns with reports from Bloomberg’s Mark Gurman (via 9to5Mac), who earlier hinted at Apple’s “ambitious plans” to integrate AI into its core software platforms. I don’t mean to toot my own horn, but I guessed the same when the news broke.

This news comes as AI prowess has become a major selling point for smartphone competitors like Google and now Samsung. Their offerings include the new Circle to Search feature along with a plethora of other AI-powered enhancements to stand out. Analysts see Cook’s comments as a clear signal that Apple is ready to play catch-up and potentially leapfrog the competition with its own innovative AI features.

“Let me just say that I think there’s a huge opportunity for Apple with generative AI and with AI,” Cook concluded, further fueling the anticipation for what could be a game-changing update later this year. I’m curious to see what Apple brings to the table. Maybe, just maybe, it’ll make the iPhone in Google’s ‘BestPhonesForever’ ads have a proper comeback to the Pixel.

Jokes aside, with both tech giants now vying for AI dominance in the smartphone space, the next few months promise an exciting clash of innovation. Prepare to witness a battle royale as Apple and Google unleash their respective AI arsenals, potentially redefining the capabilities and user experience of mobile devices. Hopefully, the pressure from Apple and Samsung will push Google to bring their AI features to Pixel users outside the US too.

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