Although Apple didn't explicitly say it, the iPhone 15 is "very AI".

At the recently concluded autumn launch event, Apple, as usual, did not explicitly mention AI. However, in fact, the "AI content" of Apple's most anticipated product, the iPhone 15, is extremely high.

The most powerful chip in Apple's history, the A17 Pro, enables the 15 Pro and Pro Max to provide more accurate predictive input and other functions, including voice isolation and image enhancement.

However, the functionality of the iPhone 15 is more related to intuitive artificial intelligence (Intuitive AI) rather than the currently popular generative artificial intelligence (Generative AI). Intuitive AI aims to design AI systems that are more in line with user habits and intuition, making human-machine interaction more natural and smooth. It supports natural interaction methods such as voice and gestures, can be personalized for different users, and pays attention to privacy protection.

Analysts believe that although Apple actively avoids mentioning AI in conference calls or product launches, it is actually actively promoting AI projects. In the future, smartphones will be empowered to provide AI-driven capabilities, and Apple may continue to maintain its leadership in the smartphone market with its chip advantage.

iPhone 15, High AI Content

In the iPhone 15 series, the Pro and Pro Max are equipped with Apple's latest self-developed chip, the A17 Pro, which includes a six-core CPU and a six-core GPU.

The A17 Pro is the first chip in the entire mobile phone industry to use a 3-nanometer process. Its performance core speed has increased by 10%, and the efficiency core speed has also improved. The neural engine speed has doubled.

Apple stated that the A17 Pro can help support more accurate predictive input and other functions, all of which require the participation of artificial intelligence.

For example, the new "voice isolation" feature of the iPhone 15 uses machine learning to identify and focus on sound, eliminating background noise during phone calls. The camera and image enhancement features also rely on artificial intelligence, including automatically detecting people, dogs, or cats in photo frames to gather depth information, which helps convert photos into portraits afterwards.

After Apple releases the new operating system iOS 17 next week, iPhones will support more AI-dependent features, including automatic transcription of voice mails and more extensive keyboard text prediction.

In addition, intuitive artificial intelligence is also applied to some new assistive features.

For example, the new "tap and tell" feature in the magnifying glass app allows users to point at objects with buttons, such as microwaves, and listen to the phone read the buttons touched by their fingers, making it friendly for people with visual impairments and low vision.

For users with diseases such as amyotrophic lateral sclerosis (ALS), iOS 17 can synthesize a voice that sounds like their own after they read a 15-minute text prompt. ALS may cause patients to lose their ability to speak.

Although these features are not as "flashy" as chatbots, they can make daily life easier. Therefore, the launch of the iPhone 15 indicates that Apple has chosen a different path for artificial intelligence. By focusing on intuitive artificial intelligence, it integrates AI into daily life, eliminating barriers and providing reliable predictions without being invasive. **

Gartner's Chief Analyst for Emerging Technologies, Tuong Nguyen, expressed that it is becoming increasingly difficult for smartphones to improve through revolutionary new features. Overall, the release of the iPhone 15 is not particularly impressive. However, Apple excels at designing interfaces that leverage subtle functionalities driven by artificial intelligence.

The Apple Watch and AirPods also have a significant amount of AI integration, and Apple is actively advancing AI technology.

During the autumn product launch event, Apple also introduced the next-generation smartwatch, Apple Watch Series 9.

This smartwatch is equipped with the new S9 SiP chip, which boosts GPU performance by 30% and includes a neural engine that doubles the machine learning speed compared to the previous generation.

Powered by the S9 chip, the Apple Watch Series 9 further enhances Siri's voice support for health data. Typically, this is an AI process that needs to be performed in the cloud and only works when connected to the internet. However, due to the more powerful chip in the Series 9, these AI processes can now be completed on the device itself.

The Series 9 also features a "double-tap" function that allows users to control device functions by tapping their index finger and thumb, requiring the involvement of artificial intelligence.

In addition, Apple has introduced Adaptive Audio to AirPods, which blends music or calls with ambient sounds or environmental noises, thanks to AI technology.

Gene Munster, Managing Director of Deepwater Asset Management, stated in a briefing on Tuesday:

Apple does not like to mention artificial intelligence during conference calls or product launches, leading people to speculate that Apple is lagging behind in utilizing this new paradigm. However, the fact is that Apple is actively driving artificial intelligence forward.

With the continuous emergence of AI software, smartphones will be empowered with the mission to provide the driving force. Phones equipped with outdated chips will gradually be phased out in this dynamic. In terms of artificial intelligence, chips are crucial, and Apple is leading the development of chips to support the realization of these functionalities.

Although Apple has been avoiding discussions about generative AI during its recent product launches, according to previous reports from the media, Apple is developing its own generative AI framework called Ajax.