Imagine asking Apple’s AI technology Siri to retrieve a photo from your child’s second birthday or summarize long emails and draft replies. Imagine Siri learning your schedule, your preferences, and even your personality to better support you throughout the day.

Generative AI — artificial intelligence that can provide comprehensive responses to prompts — has the potential to revitalize Apple’s iPhone lineup amid increasing competition in the tech industry. Apple is expected to announce its partnership with ChatGPT maker OpenAI and unveil its first AI tools for iOS at the annual Worldwide Developers Conference in June.

While AI has powered features like live text and improved autocorrect on iPhones for years, generative AI could enable unprecedented levels of interaction and personalization. Apple is under pressure to catch up with rivals like Google and Samsung and sees generative AI as a key opportunity. CEO Tim Cook emphasized this in the most recent earnings release, hinting at upcoming announcements.

Apple often perfects new technologies before introducing them, but the rapid global spread of generative AI could increase the company’s need to integrate cutting-edge technology into its smartphones. An AI-powered iPhone could motivate consumers to upgrade, especially as Apple faces growth challenges, particularly in China.

All eyes are now on Apple for its approach to generative AI. Experts believe Siri will be the primary entry point, potentially transforming into an iPhone chatbot with capabilities far beyond its current scope. By integrating with OpenAI’s ChatGPT-4 model, Siri could retrieve specific photos, answer detailed questions, and learn user preferences over time.

Competitors have already introduced generative tools, and Apple’s iPhone could soon help with tasks like aggregating emails or facilitating online returns. Multimodal functions such as analyzing video recordings and detecting spam calls could also be part of the AI ​​tools and improve the user experience.

Generative AI will likely permeate Apple’s ecosystem, improving apps like Apple Maps, iMovie and iPhoto and giving developers tools to create new experiences. Apple has been working on on-device generative AI features and acquiring AI-focused companies like DarwinAI. However, the AI ​​arms race sparked by ChatGPT’s launch has put pressure on Apple to act quickly.

Analysts believe the urgency of AI adoption may have accelerated Apple’s timeline. Although Apple traditionally takes its time perfecting new technologies, Apple may need to release its AI advances sooner due to increasing consumer demand and competitive pressures, particularly in China.

Apple’s AI journey could reshape its products and services and maintain their relevance in a rapidly evolving industry. As generative AI becomes a critical factor in smartphone selection, Apple must demonstrate its commitment to AI innovation to achieve growth and maintain market share.