How Did Apple Prioritize Artificial Intelligence in the iPhone 15 Releases?


Apple's annual conference unveiling the iPhone 15 showcased the company's products that utilize artificial intelligence, even if the term "artificial intelligence" was not explicitly mentioned.

The technology giant heavily promoted the chips powering both the iPhone 15 and Apple Watch 9.

Apple designs its own semiconductors for both devices. For the Apple Watch Series 9 and Apple Watch Ultra 2, the company unveiled the "S9" chip. Simultaneously, the iPhone 15 Pro and Pro Max are powered by the "A17 Pro" chip.

In discussing these chips, Apple emphasized the type of features they support.

For instance, the S9 phone enables processing of voice assistant "Siri" requests directly on the device. This is an artificial intelligence process that typically occurs in the cloud and only when your watch is connected to the internet. However, with increased chip power, these artificial intelligence operations can occur on the device itself.

This usually allows operations to be faster and more secure, as your data isn't transmitted over the internet. Instead of explicitly mentioning artificial intelligence, Apple focused on the benefit of Siri on the device.

The "Apple Watch Ultra 2" features a "Double Tap" function, allowing you to control features on the device by tapping both your index finger and thumb together. This technology relies on artificial intelligence.

According to Gene Munster, Managing Partner at Deepwater Asset Management, as reported by CNBC, "Apple doesn't like to mention artificial intelligence in calls with analysts or in its events, leading to speculation that the company is far ahead in leveraging the new model."

"The truth is that Apple is aggressively seeking to use artificial intelligence."

The "A17 Pro" chip in the iPhone 15 Pro and Pro Max is a 3-nanometer semiconductor. The nanometer figure refers to the size of each individual transistor on the chip. The smaller the transistor, the more can be packed onto a single chip. Typically, reducing the nanometer size can lead to producing more powerful and efficient chips.

The iPhone 15 Pro and Pro Max are the only smartphones on the market equipped with a 3-nanometer chip.

Apple stated that this can help power features like highly accurate predictive typing and camera-related technology, both processes that also require artificial intelligence.

Munster added, "With the emergence of more applications benefiting from artificial intelligence, phones will be tasked with powering them, a dynamic that could make older-chipped phones seem sluggish. Chips are crucial when it comes to artificial intelligence, and Apple leads the way in building devices to enable these features."

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