Apple is very likely to lean on generative AI features for the much-rumored iPhone 16. Like it or not, the Cupertino crew will need to adopt this new generation of artificial intelligence tech to not cede ground to the Samsung Galaxy S24 series and Google Pixel 8 line-up, both of which come with generative AI tools baked in. 

But Apple doesn’t simply ape the tech of others. While it may be slow at adopting the features of others, think 120Hz displays and USB-C, it tends to offer better implementation; though one might argue Apple didn’t do enough with the move to USB-C on its iPhone 15 models.

So that has me thinking of how Apple could use generative AI to stand out from the rest of our picks for the best phones. Some of the below may be wishful thinking and wild speculation but other bits are born out of educated hypotheses. 

Generative AI built into Siri 

I’ve never been a big Siri user, preferring smarter and more capable virtual assistants like Google Assistant and Amazon Alexa. But Siri has been getting smarter and I feel there’s an opportunity to give the assistant a shot of smarts by injecting it with generative AI. 

With phones like the Pixel 8 Pro and Galaxy S24 Ultra, generative AI is implemented into select apps or exists as a dedicated tool - think Circle to Search or the Magic Editor. But you can’t ask the likes of Bixby or the Google Assistant to edit a photo for you or provide natural language descriptions of what’s happening on screen; at least not yet. 

But if Apple could bake generative AI models into Siri, we could have an assistant who could answer such queries as “come up with a plan for my day based on my emails” or “draw me a picture of a dog on the moon”, or more likely “edit this photo for me”. 

Doing that not only makes using such AI features feel seamless, it could also go some way to demystify the use of generative AI for non-tech-savvy users. And knowing how Apple presents and markets such tech, I could see such a move proving very popular. 

Smart video editing 

Magic Editor on the Pixel 8 and Generative Edit on the Galaxy S24 phones are two powerful, if not perfect, generative AI tools. They let you recompile a photo without needing Photoshop knowledge. But arguably people are so skilled with mobile photography and built-in editing tools that such a feature could be mildly redundant.

So Apple could blaze a path by using generative AI with videos. Imagine smartly generating clips from a video either by using an AI-powered editor or simply asking Siri to create a reel out of video footage; such a feature could be massively useful for content creators. 

Since iPhones tend to lead the way for videos in the smartphone arena, I can absolutely see Apple using generative AI to keep its lead and continue to be the video champion of our best camera phones list. 

Supercharged translation tools

AI-powered language translation isn’t new, but generative AI has helped deliver better and real-time translations via phones like the Pixel 8. Apple lags behind here somewhat, so it would make sense to embrace AI live transactions at a granular level, with the ability to translate verbal conversations. 

But it could go further, say, with Siri automatically detecting different languages and serving up responses. Or perhaps AI tech could smartly switch the language of a phone to that of a native speaker when showing someone an email or block of text. 

Clever call screening

Call screening with generative AI-powered responses is something some of the best Android phones can offer. So it’s about time Apple did the same.

I adore using my iPhone 15 Pro Max, but as some spam calls make it through, I’d appreciate a smart call-screening feature that could serve up polite but direct responses without my intervention. 

Supercharged Maps

Apple Maps is no longer the dud it used to be when compared to Google Maps, but I’d still like it to have smarter features.

In this case, I’d like generative AI built in so I could pose natural language queries to the app and get back recommendations and guidance based on what I want to see, where I am, the time I have to spend, and my budget. Such tools could even see me drop my use of Google Maps, something I’d never normally entertain. 

You might also like

• iPhone 16 Pro Max: latest news, rumors and everything we know so far
• The best phone 2024: top smartphones right now
• Samsung Galaxy Z Flip 6 colors: every rumored shade

More iPhone 16 leaks arrive with each passing week, giving us a clearer idea of what Apple is working on ahead of the device's expected September launch – and the latest rumor has to do with the bezels on the upcoming handsets.

According to South Korean outlet The Elec (via MacRumors) and based on supply chain information, some or all of the iPhone 16 models are in line to get thinner bezels and more screen space thanks to something called Border Reduction Structure (BRS).

Those of you who already have a working knowledge of BRS can skip this paragraph, but it essentially means the circuitry underneath the screen is packed together more efficiently. That means the bezels can be thinner, without affecting the device's overall dimensions or reducing the quality of the display.

The phones Apple launched in 2023 had the thinnest bezels to date, though only by a fraction in some cases – our iPhone 15 review and iPhone 15 Pro review should refresh your memory – but it sounds like they could get thinner still. It's not clear from this leak which iPhone 16 models this applies to, though.

Regular rumors

Apple's final goal here is clearly a bezel-free iPhone we heard about in previous rumors, but it's limited to some extent by the technology from its suppliers – which, in terms of displays, is mainly Samsung and LG.

We recently saw some newly leaked dummy units for the iPhone 16 series, giving us another look at the new Capture button we're expecting (to help with taking photos) and the change to a vertical camera alignment on the iPhone 16 and iPhone 16 Plus.

Before that, we heard that the iPhone 16 Pro and iPhone 16 Pro Max models will come with a more polished titanium finish, so it sounds like we're set for quite a few changes when it comes to the iPhone refresh in 2024.

Many other rumors have focused on the new AI features the iPhone 16 might have and how Apple is apparently boosting the device's performance to accommodate them. We should hear more about this when iOS 18 is unveiled at WWDC 2024 at the start of June.

You might also like

• The new Capture button shows up in iPhone 16 Pro renders
• Massive specs leak suggests the iPhone 16 Pro Max is the model to buy this year
• A new iPhone 16 case leak hints at this year's rear camera redesign

We’re expecting quite a few design changes and new hardware features across the iPhone 16 line, and now we’re not limited to seeing these just in renders, as metal dummy units of the phones have also leaked.

Photos shared by Sonny Dickson on X (via 9to5Mac) show dummy units of all four expected phones – the iPhone 16, the iPhone 16 Plus, the iPhone 16 Pro, and the iPhone 16 Pro Max – from a variety of angles, highlighting key details.

Those details include a new Capture button for all four models. This is shown on the right edge, and based on previous leaks is expected to work as a shortcut to camera functions like recording videos and taking photos.

We can also see that all four dummy units have an Action button on the left edge. This customizable shortcut is already present on the iPhone 15 Pro and iPhone 15 Pro Max, but we’re expecting all four iPhone 16 models to have it.

The other big visual change here is to the cameras on the iPhone 16 and iPhone 16 Plus, which are shown with vertically aligned lenses rather than the diagonal layout of the iPhone 15 and iPhone 15 Plus. This change has been rumored for a while, and it’s speculated that the new arrangement will allow them to record spatial video for the Apple Vision Pro.

Beyond that, it looks like the iPhone 16 Pro is slightly larger than the iPhone 16, and that the iPhone 16 Pro Max is a little larger than the iPhone 16 Plus. That would be a change from the current models, but in line with leaks suggesting that the iPhone 16 Pro will grow to 6.3 inches (up from 6.1), and the iPhone 16 Pro Max will be 6.9 inches (up from 6.7).

Credible, but far from guaranteed

Given that all of these things have leaked extensively before there’s a good chance the details here are accurate, but as always we'll take them with a pinch of salt for now.

Dummy units are often used by case makers to ensure their cases fit the upcoming phones, so the details tend to be fairly accurate; however there’s no guarantee of that, especially as we don’t know the source of these leaked dummies.

We expect a much clearer picture of these phones to emerge over the coming months, as information is sure to keep leaking ahead of their launch, which will almost certainly happen in September.

You might also like

• An iPhone 16 Pro colors leak suggests the 15 Pro’s best shade won’t return
• The iPhone 16 Pro’s chipset could be designed with AI in mind
• iPhone 16: release date speculation, latest leaks, price predictions and more

Right now, everyone’s attention is focused on iOS 18 and all the artificial intelligence (AI) updates it’s rumored to be bringing. But amid all that attention, Apple has quietly brought an equally momentous change to iOS 17 – and you might be able to take advantage of it right now.

That’s because Apple is set to allow users in the European Union (EU) to start downloading apps from external websites in iOS 17.5. It’s the latest development in the long, tortuous sideloading road Apple has been heading down in recent months, and it could radically shake up how you add apps to your iPhone if you live in the EU.

That capability has made an appearance in the first developer beta of iOS 17.5, which is available right now (there’s no word on when iOS 17.5 will go live for everyone else). Previously, Apple had announced that it would let developers offer apps in alternative app stores, and that functionality made an appearance in iOS 17.4. Now, though, Apple has relaxed its app rules even further, and – if you're located in the EU – is letting you get apps from developer websites, not just from external app stores.

That could potentially give users a lot more choice in how they obtain their apps, and it moves iOS a lot closer to macOS, where people have been able to download and install apps from websites for years. That said, the changes are not yet coming to the iPad, meaning EU users can only download apps from third-party websites on their iPhones.

Playing by the rules

Despite the relaxation of its app policies, Apple isn’t about to open the floodgates to any and every shady app that could cause harm to iOS devices. In order to be able to offer apps from their own websites in the EU, developers must meet a set of stringent criteria set out by Apple.

That includes being a member of the Apple Developer Program for at least two continuous years, and having an app with at least one million first installs on iOS in the EU in the previous year. The apps must also be submitted to Apple’s notarization process (which checks for malicious elements) and the developer must publish clear, transparent data collection policies for users to see.

If developers meet those criteria, Apple will provide them with an API that allows users to download apps from their websites. Those apps can then be backed up, updated and restored, just like those obtained from the official App Store.

The idea is that these policies will make it difficult for dangerous apps and nefarious developers to wreak havoc on iOS. Apple has long opposed opening up its app ecosystem on the basis that it could result in a deluge of malware and scam apps flooding users’ devices. With these strict policies, the company is no doubt hoping to avoid that outcome while still complying with the EU’s rules on opening up its famous walled garden.

How successful this move will be is anyone’s guess, but with the EU breathing down its neck, it’s clear that Apple’s hand has been forced. Whatever the outcome, iOS will likely never be the same again.

ChatGPT is widely seen as one of the best artificial intelligence (AI) tools available right now. Siri? Not so much. But if a new claim penned by Apple researchers turns out to be accurate, Siri could take a small step towards being a much smarter AI voice assistant. 

In a new paper named 'ReALM: Reference Resolution As Language Modeling', Apple researchers explain how the company’s AI system will aim to consider both the content that is on your device’s screen and the tasks that you are currently performing (both in the foreground and the background), then use those to respond to your queries.

The purpose of this is to help the AI assistant understand the context of your requests by knowing what image is on screen, what music is playing in the background, or which iPhone alarm just sounded, for instance. And when it can understand context, Apple says, its own AI can offer some impressive performance.

In fact, Apple researchers claim that their AI is able to “substantially” outperform GPT-4, the large language model (LLM) that drives the paid-for ChatGPT Plus, for this particular "reference resolution" task. With that kind of power at its disposal, it suggests that Siri could finally shake its reputation as a sub-par digital assistant.

And it’s not the only ChatGPT rival that seems to be making important progress. Samsung’s Bixby – which, if anything, has an even worse reputation than Siri – is apparently on the cusp of gaining its own generative AI features. If you want an AI chatbot embedded in your phone, it looks like there’s good news on the horizon, whether you’re of an iOS or Android persuasion.

Is a next-gen Siri finally en route?

Trading blows with GPT-4 is no small feat for Apple’s on-device AI, even if that is for just one specific task, as OpenAI’s LLM is considered one of the best AI models in the world right now. If the researchers’ technology were to make it into Siri, it could mark a huge step up for Apple’s much-maligned assistant.

Interestingly, Apple says its largest LLM is the one that substantially outclasses GPT-4 for this 'reference resolution' task. Yet even the company’s smallest LLM achieved “performance comparable to that of GPT-4.” If that’s correct, it indicates that Apple’s AI research has produced some pretty impressive results. 

That said, there is still work to do, as the paper concludes: "While our approach is effective in encoding the position of entities on the screen, we find that it results in loss of information that may not be able to resolve complex user queries that rely on nuanced positional understanding. We thus believe that exploring more complex approaches such as splitting the screen into a grid and encoding these relative spatial positions into text, while challenging, is a promising avenue of future exploration."

Apple’s work on next-generation AI is an open secret in the tech world, and it’s widely expected to be the headline feature in iOS 18. Apple is due to announce its latest software updates at WWDC 2024 in June, with Greg Joswiak, Apple’s senior vice president of worldwide marketing, dropping a not-so-subtle hint on X (formerly Twitter) by saying WWDC would be “Absolutely Incredible” (yes, with those same letters capitalized).

We’ll only truly know how good Siri will be compared to ChatGPT's Voice function once iOS 18 is in the hands of users, but clearly Apple is feeling confident about its progress. And that bodes well for Apple fans who have watched the progress of the company’s AI rivals with more than a touch of envy.

You might also like

• Siri is truly terrible, but I'm optimistic about its rumored iOS 18 reboot – here's why
• iOS 18: rumored features, predicted release date, and everything we want to see
• Apple’s WWDC 2024 gets official date for iOS 18 news and more – here’s what to expect

We've seen Apple Maps improve steadily over the years, growing to become a genuine competitor to Google Maps, and a newly filed Apple patent gives us an idea of another new feature that could be introduced in the app in the near future.

As spotted by Wccftech, the patent has the title "User Interfaces for Customized Navigation Routes" and talks about altering suggested routes based on the profile of a vehicle – and how much gas (or electric charge) it has left.

The suggestion is that you might get different routes based on your type of car and taking into account any restrictions on roads along the way. If necessary, you'd also be directed to a suitable gas station or charging point on the way.

Ultimately, the aim is to make it easier and more convenient to get from point A to point B through Apple Maps, without running into difficulties, and spending as little time as possible trying to operate Apple Maps while you're driving.

Plates and privacy

One example of a vehicle profile characteristic given in the patent is its license plate. In cities where certain zones ban certain vehicles at certain times, this information would be used to find a more appropriate route.

All this comes with Apple's usual guarantees of user privacy – specifically that the data you submit about your vehicle (or that the app collects automatically) would be kept locally on the device and not transferred to Apple's servers in the cloud.

This would also need to be represented through a connected CarPlay dashboard if available, as well as on an iPhone. We know that a revamped CarPlay interface is on the way later this year, and the ideas in this patent could be included.

The usual caveats about patents apply here: they only indicate what companies are thinking about and exploring behind the scenes, and there's no guarantee that the ideas contained within them will ever see the light of day in an actual product.

You might also like

• Apple Maps might finally get a much-requested feature in iOS 18
• I choose Apple Maps over Google Maps every time for this single reason
• Apple Maps on iPhone could soon get a useful hiking feature

There's still a good chance we'll see an iPhone SE 4 this year or next year, and a new case leak has added to the pile of evidence that this phone exists and is on the way – complete with a new and more modern design aesthetic.

The leak comes from serial tipster @MajinBuOfficial (via Notebookcheck) and shows an iPhone SE case that does away with the old home button and Touch ID sensor, and adds a notch at the top of the display. There will still be a single camera around the back.

Have a peek back at our iPhone SE (2022) review and you'll see it's a handset with what is a rather retro design by today's standards. You have to go back to 2017 and the iPhone 8 to find a flagship iPhone with a home button on the bottom bezel.

While there has been talk that the next iPhone SE would follow the look of the iPhone 15, it now seems more likely that it'll be more along the lines of the iPhone 14 in terms of its appearance – with a display notch rather than a Dynamic Island.

A twisting tale

We've had quite a ride when it comes to iPhone SE 4 leaks and rumors in recent months. The third-gen model launched in March 2022, and with doubts over how well it was selling, we originally thought that might be the last iPhone SE ever.

Fast forward to some more recent leaks, and it now appears the handset is back on Apple's agenda. A leaked roadmap has pointed to a launch sometime in 2025, and that's not the only time we've heard that year mentioned in relation to the iPhone SE 4.

It would appear the more affordable iPhone is going to join the rest of the series by switching to OLED technology for its display. The device should also come fitted with a USB-C port next time, like the current flagship iPhones.

Last month we saw some leaked images supposedly showing the new design of the iPhone SE 4, and they match up rather well with the cases in this leak. Add it all up and it now seems the iPhone SE series will be coming back after all.

You might also like

• The iPhone SE 4 could finally leave Touch ID behind
• Hey Apple, we need a new iPhone SE sooner rather than later
• The iPhone SE 4 could get a battery boost

We're seeing a steady stream of iPhone 16 leaks now, and the latest one comes from a tried and trusted source of advance information: case designs. A newly leaked case molding looks to have once again revealed the rear camera redesign heading to the iPhone 16 and iPhone 16 Plus.

This particular leak comes from serial tipster @SonnyDickson (via MacRumors), and shows the vertical pill-shaped look Apple is apparently going for this year when it comes to the two lenses on the back of the cheaper iPhone models.

It's a rumor that we've come across before, but the more leaks we see along the same lines, the more inclined we are to believe they're accurate – though nothing is certain until Apple gets around to an official launch (likely in September).

As well as renders showing the new design, we've also seen leaked schematics, and case molds, and dummy units revealing the new camera alignment, so that's a lot of leaks that need to be wrong if this isn't the design approach Apple is taking this year.

More spatial video?

Recent iPhones have put the two rear cameras diagonally on a square bump. The vertical alignment we're seeing in these new leaks has been used by Apple before, but you need to go back to the iPhone 12 in 2020 to find it.

As for why the switch back could be made, it seems spatial video might be the reason: while the iPhone 15 Pro and Pro Max can record this special 3D-enhanced video format (viewable on the Apple Vision Pro), the two cheaper 2023 models can't.

Having the dual cameras aligned vertically might enable the recording of spatial video, bringing it to more handsets and more people. Maybe Apple engineers just like the look of the new alignment too, and feel it's time for a change.

The three cameras we're expecting around the back of the iPhone 16 Pro and the iPhone 16 Pro Max don't appear to be shifting their position, and will most likely arrive in the standard triangle formation that's used on the current models.

You might also like

• The iPhone 16 could come with extra RAM and storage – just for AI
• No, I don’t want the iPhone 16 to go big on AI
• The iPhone 16 Pro and Pro Max may get a new polished titanium finish

I recently wrote about how the iPhone 13 is a great phone to buy if you can’t afford an iPhone 15, and I stand by that. I still feel we’re missing a solid budget phone option from Apple. 

Sure, we have the 2022 iPhone SE, but it was a tad underwhelming. It has a design that’s positively ancient in phone terms, a 60Hz display, a single rear camera, and lacks a vast array of features. Compare the iPhone SE to some of the best cheap phones from Google, Samsung and OnePlus, and it looks almost like Apple is chancing its hand at pushing old leftover tech that’s had a simple reheat in a microwave oven before being punted out to consumers. 

The problem here is that unless you go down the pre-owned route, there’s no other option for a budget iPhone. 

The rumors so far hint at an iPhone SE 4 being on the horizon, and they seem to promise a fresher design that borrows from the likes of the iPhone 14 and iPhone 15. That’s good news, as both phones have a pleasing look and an aesthetic language that harks back to the Jony Ive era of Apple’s industrial design. 

However, when it comes to a release window things are unclear – we don’t know whether to expect an iPhone SE this year or in 2025. For what it’s worth I hope Apple comes up with a new SE this year. 

Cheaper, cheerful

We’re living in a time when the cost of living has skyrocketed and smartphones show no signs of being cheaper. At the same time, phones don't offer great bang for the buck like they once did, especially if you’re stuck in the Apple ecosystem.

As an iPhone 15 Pro Max user, I’m a big advocate for Apple’s Pro iPhones, with the current models offering a suite of upgrades over the predecessors that place them among the best phones overall. But you need a healthy chunk of change to be able to buy them; even on a carrier contract, Apple’s flagship phones are hardly cheap.

The more affordable iPhone 15 and iPhone 15 Plus are both very good phones, but for their respective prices – with a 60Hz display and cameras that, while impressive, aren’t pushing the envelope – the phones aren’t inspiring. Comparatively, around the same money will get you a Samsung Galaxy S24 with its trio of rear cameras, 120Hz display, and a whole host of generative AI features.

Going by the iPhone 16 rumors so far – and admittedly, it’s early days on that front – Apple’s next-generation smartphones won’t be a huge evolution over their predecessors. One can expect a boost in performance, which is almost moot as the past few generations of iPhones have more than enough power. 

We can also expect a dose of generative AI features for at least the iPhone 16 Pro models. Otherwise, I doubt there’ll be much to separate the next-gen iPhones from today’s models. Nor do I expect the prices to drop, either.

With that in mind, I want a new budget iPhone that offers a modern design and features would be very much welcome, as we likely wait for the iPhone 17 to bring in truly novel upgrades.

Some say Apple fans will swallow whatever’s presented to them. That may have been true in the past, especially when phones could jump a decent amount each generation in terms of performance, cameras and features. 

Today, consumers are more tech-savvy and the best Android phones are so well-equipped that one doesn't need to remain stuck in Apple’s ecosystem. As such, high prices and a ‘meh’ budget option could drive people to the Android camp.

Of course, Apple phones still sell like crazy, with various data showing how the iPhone 15 models have sold better than their predecessors. So it’s not like Apple’s fortunes are going to suddenly wane.

But I feel there's an opportunity in the budget phone arena that Apple could tap. A capable but affordable iPhone could see more people sign up to services like Apple Arcade, Apple Music Plus and Apple News Plus, potentially putting the money saved on phone hardware into Apple’s growing services suite.

Apple is also a mover and a shaker when it comes to phone tech, so it could help shake-up the status quo with affordable phones and help set a standard for others to follow (though the Google Pixel a-series do that well) or inject some refreshed non-Android competition into the market.

Perhaps this is all wishful thinking on my part, as Apple tends to do what Apple wants and to hell with the general consumers. But I’m still going to cross my metaphorical fingers for a new iPhone SE this year that embraces Apple’s latest design language and doesn't skimp on features. If that doesn't happen, then I’ll be looking for the rumored Google Pixel 8a to be the budget phone of 2024.

You might also like

• The Google Pixel 8a could have a 120Hz screen – and it might render the Pixel 8 redundant
• OnePlus 12 review: the coolest phone you can buy, if you dare
• Best cheap phone deals March 2024 - cheap phone contracts and SIM-free phones

iPhone 16 rumor season is now in full swing as we look forward to the flagship phones Apple is going to launch later in 2024, and the latest leak to get our attention points to the possibility of a new finish for the Pro and Pro Max models.

According to well-known tipster yeux1122 (via MacRumors), the iPhone 16 Pro and iPhone 16 Pro Max are set to get a more polished titanium finish this time around, replacing the brushed titanium finish on the iPhone 15 Pro and iPhone 15 Pro Max.

As you'll see from our iPhone 15 Pro review, the switch to a titanium frame improved the feel of the phone while reducing weight. All the previous iPhones had used a stainless steel frame around the edges, so it was quite a significant move from Apple.

We also mentioned it in our iPhone 15 Pro Max review, how the titanium edges improved the feel of the phone. Samsung then followed suit, switching to titanium for its most expensive 2024 flagship – see our Samsung Galaxy S24 Ultra review for details.

Cooler, stronger

Titanium also improves heat dissipation, meaning the components in the iPhone can run cooler. Take all of this into consideration and it's no wonder Apple is sticking with the material, and other phone makers are switching to it.

This source says the glossier look of the metal will make it seem more like the stainless steel finish that featured on earlier models – but the improved strength and scratch resistance of the titanium will still be there.

As well as a different style of finish, we might also be getting different colors this year: a recent rumor suggests there's a new Rose shade on the way for the Pro and Pro Max, while it sounds like the blue color from 2023 might be retired.

The fresh batch of iPhones should be with us in September, but before that we've got WWDC 2024 to look forward to: the Worldwide Developers Conference gets underway on June 10, and we should hear a lot of news about iOS 18 and Apple's other software.

You might also like

• The iPhone 16 could come with extra RAM and storage
• Leaked iPhone 16 dummy units hint at larger sizes and new buttons
• The iPhone 16 shouldn't go big on AI tech

Twelve years on from its launch, Siri now feels like a modern-day Apple Newton. Both started life as bold new personal assistants, only to stagnate and fall by the wayside. And both have been the butt of jokes on big comedy shows – the Newton was famously skewered on The Simpsons, while Siri has more recently 'starred' in the latest season of Curb your Enthusiasm (warning: the scene in question contains a tirade of expletives).

Yet while the Newton was put out of its misery and canceled in 1998, Apple has kept Siri ticking over in our iPhones. Well, barely – anyone who's used Siri will have their own tale of frustration about its seemingly diminishing IQ. Apple can't let this continue. And fortunately, the evidence is mounting that we'll finally get a Siri reboot (or at least, a makeover) at WWDC 2024.

Apple is strongly hinting that AI and, to a lesser extent, Siri will be at the forefront of its annual developer's conference. Its SVP of Marketing Greg Joswiak posted on X (formerly Twitter) that the event will be "Absolutely Incredible", with the capitalization unsubtly spelling AI. Plus, the promo's typography (below) also has echoes of Siri's color scheme.

But a wave of credible rumors and Apple's own machine learning research also support the theory that Siri could soon become, if not great, then at least not an anachronistic embarrassment.

How exactly might Apple reboot Siri in June? It's a long road back. Every time I've spoken to ChatGPT's baked-in Voice function I've marveled at how natural it feels in comparison. The trouble is, ChatGPT doesn't have direct access to iOS for controlling my phone (unless you use Shortcuts). And Apple seemingly doesn't have the generative AI chops – or the willingness to compromise on privacy – to do proper cloud-based AI.

The solution is likely to be a compromise, combining Apple's latest on-device machine learning with third-party AI models like Google Gemini. That might result in a full Siri reinvention, but if it rescues the voice assistant from its current malaise, that'd be good enough for me...

A private chat

A Siri reboot isn't certain at WWDC 2024, with the latest rumors a little confusing. This week, Bloomberg's Mark Gurman claimed that Apple "isn't planning to debut its own generative AI chatbot" at WWDC 2024.

But that doesn't mean Apple isn't planning some Siri upgrades. Apple has never seen Siri as a chatbot like ChatGPT – since June 2021, the voice assistant has processed our questions on-device by default. "This addresses one of the biggest privacy concerns for voice assistants, which is unwanted audio recording" Apple said in a press release at the time.

Apple almost certainly won't have changed its mind since then. So the improvements to Siri's on-device performance will have to come from Apple – and there's evidence that the tech giant has been exploring this.

Last week, Apple researchers published a March 2024 paper that tested whether or not it's possible for voice assistants to ditch trigger words like 'Siri' and instead use on-device AI to tell whether you're speaking to your phone or someone else. This followed Apple's quiet publication of a family of multimodal models (AI models that can simultaneously interpret different types of data) called MM1.

For the voice assistant paper, Apple's researchers trained a large language model (LLM), based partly on OpenAI's GPT-2, to look for voice patterns that signify whether or not we're asking for help from our phone. That's pretty futuristic stuff. While the results were promising, it's likely too soon for this kind of tech to find its way into iOS 18 or our iPhones. 

Still, Apple is clearly working hard on voice assistant tech and we'll likely see some of the fruits of this at WWDC 2024. Only six months ago, Apple was rapidly increasing its spending on conversational AI to "millions of dollars per day", according to a report from The Information. Given the rapid advances of its rivals, some of this investment will surely go towards improving Siri.

New Siri announcements also haven't been completely extinct in recent months. In December 2023, Apple announced that its new S9 SiP (system in a package) meant the Apple Watch Series 9 and Watch Ultra 2 could "now process Siri requests on device". This meant you could now ask Siri about over 20 health data markers, because your data wouldn't leave the smartwatch.

None of this is the work of a company that's given up on its voice assistant. The question is what Apple will do about the bigger part of the puzzle – answering queries that on-device Siri won't be able to answer...

I'm not sure I understand...

If Siri can't answer a question, you can ask it to search the web for you. This is where Apple might be looking to outsource to an external AI model to help with more challenging queries – with Bloomberg predicting that this could be Google Gemini in the US and Europe, with Apple also in talks with Baidu in China according to the Wall Street Journal.

Bloomberg's report says this generative AI "heavy lifting" could include functions like "creating images and writing essays based on simple prompts". But these AI features will be delivered via the cloud, with Apple still using its own AI models to process on-device functions and Siri actions.

This mooted Google Gemini deal wouldn't be unusual for Apple. The tech giant doesn't have its own search engine, so it's long had an agreement (reportedly worth $18 billion a year) with Google for it to be the default option on Safari. That deal is now under threat from EU regulators. 

Bloomberg says that a similar deal for Google's Gemini AI models would simply build on this existing partnership between Apple and Google – again, if regulators allow it. It could even be a convenient replacement for that current deal between the tech giants, if it doesn't crumble from the pressure of regulatory scrutiny.

Whatever happens with these talks, Apple seems unable to solve the whole generative AI puzzle on its own – and unwilling to shift its stance on privacy. That will likely mean some compromises for an upgraded Siri, rather than a giant leap.

Baby steps

The thing is, I'm not demanding (or expecting) a full Siri relaunch at WWDC 2024. All I want is for Apple to acknowledge Siri's existence, make it less cloth-eared, and lay out how it's going to make it a more conversational iPhone assistant. Right now, Siri is a brake on the potential of products like the AirPods and Apple Vision Pro, but it can start turning over a new leaf in iOS 18.

For years, Siri has been held back by internal squabbles, a lack of tech breakthroughs, and the wider problem that voice assistants don't generate much revenue. But if Apple does, as the rumors suggest, outsource some of its generative AI features to the likes of Gemini AI, then it could play catch-up while reducing its liability when the occasional controversy inevitably strikes.

None of this would rocket Siri towards being a voice assistant leader. But it'd be enough to keep Apple in the AI game, while reinvigorating one of the iPhone's most frustrating features. At this point, Siri is damaging Apple's reputation, so WWDC 2024 has to be a tipping point one way or the other.

Tim Cook has already promised during an earnings call with Apple's annual shareholders that the company will "break new ground" this year in generative AI. While that doesn't necessarily refer to Siri, could Apple do all of that while leaving Siri as it is? I don't think so. And while Cook said the technology will "unlock transformative opportunities for our users", I'm just hoping it'll turn Siri into more than just a cooking timer.

You might also like

• There's one big reason why Apple won't use Google Gemini – and it's not just about privacy
• 10 years of Siri: the history of Apple's voice assistant
• Without a Siri brain transplant, Apple will lose the AI war

I doubt you could go to a tech-centric show without someone babbling on about artificial intelligence. At MWC 2024, the likes of Qualcomm championed AI in phones, cars and more, while Samsung had its suite of Galaxy S24 phones present and correct to show off the Galaxy AI features they come with.  

Now AI has, arguably, been around for years in some form or another. Sure, we don’t have true general AI with human-level smarts or cognitive clout. But machine learning algorithms have been serving up musings and streaming recommendations, translating text, and figuring out what’s in photos for some time. Yet, 2023 saw the rise of generative AI, whereby smart software can produce things from instructions and inference rather than simply working off what it already has. 

For all sorts of tasks, from conjuring up holiday plans to content creation, generative AI – fuelled by the likes of ChatGPT – has become a bit of a big deal. In the consumer tech space, you only have to look at the smart photo editing and language cognition features of the Samsung Galaxy S24 Ultra and Google Pixel 8 Pro to see such AI in action. 

So, it’s no surprise that the very much still-rumored iPhone 16 is being tipped to come with generative AI features, with Apple likely being fashionably late to the show by bringing in a new level of AI-powered smartphone tools. 

But I’m not down with that. 

Stick to the core

Of course, AI has played a role in iPhones for ages with the Neural Engine on Apple’s A-series chips powering machine learning algorithms and the Semantic Rendering that has helped iPhone feature consistently on our best camera phones list. However, I’m not so keen on Apple going deep into generative AI. 

Apple’s phone photography is hardly ‘real’ per se, given the way the camera system will capture data and images before the shutter button is pressed and stick together multiple shots. You’re never likely to get the exact scene you’re shooting as a perfect split-second snapshot. 

Yet, the image processing applied has often felt like the most realistic of all the phones I use; iPhones have no qualms leaving dark areas dark and letting highlights bloom in all their glory if the scene calls for it. And this is one of the main reasons why I use an iPhone 15 Pro Max despite the temptation of Android. 

While iPhones have no shortage of editing options or filters, I tend to enjoy the photos they produce in their default settings – or at least default to particular modes – which are very Instagrammable or reaching a standard where putting them on this very website is fine. The idea of having more AI tech to mess with these photos and move away from the realism I feel enshrines iPhone photography isn’t tickling my phone-loving synapse. 

I’m fine with generative AI on Pixel phones, as they’ve always seemed like a testbed of tech innovation; plus, Google does a good job with AI tools and integration. And on Galaxy phones, generative AI sort of fits with the whole maximalist ‘here’s a feature for everything’ vibe I feel Samsung’s flagship phones have. 

I’d not argue against a smarter Siri, and other behind-the-scenes optimizations powered by smart processing. But I don't want a next-gen iPhone to be stuffed with generative AI, manipulating photos beyond realism or serving up too many suggestions. 

That’s because I see iPhones as inherently practical devices; something that’s simple and somewhat manual in operation, with me granting it permissions to suck data from text when needed rather than having an AI-powered assistant or interface trying to do everything for me. I feel Apple’s insistence on arguably limited interfaces and customization, matched with a highly-curated app store, encapsulates this feeling. The iPhone is an everyday tool that you use, like a watch, rather than a super-smart gadget. 

Conversely, the design and the feeling of intent behind some of the best Android phones is to be more like gadgets that you can work with and manipulate into what you want. I’m fine with that, and there’s a place for such Androids in my life. 

But my appreciation for iPhones comes from their simplicity, privacy, ease-of-use and stylish tool-like functionality. This makes them feel boring compared to their Android counterparts, but that’s low-key appealing to me when I just want something to get things done without a load of AI stuff getting in the way. 

Apple does have a reputation for taking existing tech and honing it into a fine point to make the user experience super-slick. So there’s a good chance it could do that with generative AI. 

Yet right now, I feel generative AI isn't quite as capable as I’d like it – even Google’s Magic Editor isn’t that robust in my experience. Instead of being drawn in by AI hype, I’d like the next-generation iPhone to focus on offering more of what Apple is known for: a phone that ‘just works’. 

You might also like

• 8 things Apple needs to do to 'fix' the iPhone next year
• I thought titanium on phones was nonsense until I tried the iPhone 15 Pro Max and Galaxy S24 Ultra
• Circle to Search on the Samsung Galaxy S24 Ultra gives me a reason to not hate generative AI