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Apple's latest generation of flagship smartphones is now powered by generative artificial intelligence as the company adopts the latest technology that is fast gaining traction. But it remains to be seen whether or not it will appeal to users.
Apple Intelligence on the new iPhone 16 series looks very promising: it can perform tasks you would associate with generative AI, aiding in productivity and creativity, within a tightly-controlled ecosystem that includes security measures to protect user privacy.
But with generative AI limited to a small segment of mostly high-end smartphones – Samsung's new Galaxy S and Z lines and Google's Pixel 9 series – it may take a while for consumers to appreciate what the technology can do for them.
Still, Apple has the tools to help the generative AI crusade gain traction. “Apple used its marketing genius and power of storytelling to drive the 'generative AI message' home to the average consumer,” Nabila Popal, a senior research director at the International Data Corporation, told The National.
True AI integration goes beyond enhancing existing features
Morey Haber,
BeyondTrust
“This is a long-term play for Apple, and while we may not see the bigger impact immediately, Apple Intelligence will eventually change the smartphone user experience completely, like with the first iPhone.”
Apple's rather belated entrance into generative AI comes after OpenAI's ChatGPT took off early last year. After its meteoric rise, Apple could have opted to develop and release something on last year's iPhone 15, but it stuck to its strategy of waiting out and studying the market before finally making a move with Apple Intelligence this year.
Generative AI
It was only a matter of time before generative AI came to smartphones. Samsung started it with the Galaxy S24, extending it to the Galaxy Z foldables. Google followed suit with the Pixel 9 last month. Now it's Apple's turn.
“It is precisely the new services related to AI that have aroused the most enthusiasm among consumers,” said Hani Abuagla, a senior market analyst at Dubai-based investment firm XTB Mena.
“Although it is not yet expected to be able to match other major tools, such as ChatGPT, with its new releases Apple will seek to demonstrate that it will also be a major player in generative AI.”
The generative AI-powered mobile market is projected to rise more than four times to capture an 18 per cent market share of the overall smartphone industry this year, the IDC said in a report last month.
Singapore-based research firm Canalys has a close prediction of 16 per cent this year – a figure expected to jump to 54 per cent of the market by 2028, when smartphone shipments are projected to pass 1.2 billion units.
For Apple to move the needle on how generative AI is perceived by consumers, it would have to raise awareness, said Nicole Peng, senior vice president at Canalys.
“The majority of consumers right now don't know what AI can do for them,” she told The National in Cupertino.
Apple's influence on the market may also convince developers to work more closely with them. The potential for the company to spruce up the technology, as well as its allure, may be a big opportunity for app makers.
“Developers should adopt [Apple Intelligence] as it is native to Apple's apps,” especially as the company has a huge install base for certain widely used services, Ms Peng said.
Software over hardware?
In the past, smartphone makers used to entice consumers with hardware upgrades, most notably with the camera, a tool that has become omnipresent and is a key selling point to users.
With the latest shift towards generative AI, will consumer preferences shift towards the software aspects of a device?
“The days of smartphone makers solely touting megapixel counts and processor speeds are over. Now, it's about how intelligently a device can enhance your life,” Andreas Hassellof, chief executive of Dubai-based technology firm Ombori, told The National.
Sid Bhatia, regional vice president at New York-based AI company Dataiku, argues that smartphone makers need to strike the right balance between hardware and software. This may be done by creating a “symbiotic relationship where hardware enables AI's potential and AI enhances the software’s functionality”, he said.
Generative AI also provides an opportunity for smartphone original equipment manufacturers to rethink their strategies in trying to appeal to more users. There will be more hardware innovations coming in the future, but for now, AI appears to be the name of the game, experts say.
“True AI integration goes beyond enhancing existing features. The technology is about transforming user experiences in ways that are intuitive, anticipatory and contextually aware, potentially without even using a screen and icons to interface with,” Morey Haber, chief security adviser at US cyber security company BeyondTrust, told The National.
“The real question is how mobile manufacturers will balance AI advancements with the hardware evolution that has historically driven consumer decisions, legal regulations and data privacy concerns.”
Emergency
Director: Kangana Ranaut
Stars: Kangana Ranaut, Anupam Kher, Shreyas Talpade, Milind Soman, Mahima Chaudhry
Rating: 2/5
Mica
Director: Ismael Ferroukhi
Stars: Zakaria Inan, Sabrina Ouazani
3 stars
MORE ON THE US DEMOCRATIC PRIMARIES
Hurricanes 31-31 Lions
Wellington Hurricanes:
Tries: Gibbins, Laumape, Goosen, Fifita tries, Barrett
Conversions: Barrett (4)
Penalties: Barrett
British & Irish Lions:
Tries: Seymour (2), North
Conversions: Biggar (2)
Penalties: Biggar (4)
Groom and Two Brides
Director: Elie Semaan
Starring: Abdullah Boushehri, Laila Abdallah, Lulwa Almulla
Rating: 3/5
The specs
- Engine: 3.9-litre twin-turbo V8
- Power: 640hp
- Torque: 760nm
- On sale: 2026
- Price: Not announced yet
THE SPECS
2020 Toyota Corolla Hybrid LE
Engine: 1.8 litre combined with 16-volt electric motors
Transmission: Automatic with manual shifting mode
Power: 121hp
Torque: 142Nm
Price: Dh95,900
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Tips for job-seekers
- Do not submit your application through the Easy Apply button on LinkedIn. Employers receive between 600 and 800 replies for each job advert on the platform. If you are the right fit for a job, connect to a relevant person in the company on LinkedIn and send them a direct message.
- Make sure you are an exact fit for the job advertised. If you are an HR manager with five years’ experience in retail and the job requires a similar candidate with five years’ experience in consumer, you should apply. But if you have no experience in HR, do not apply for the job.
David Mackenzie, founder of recruitment agency Mackenzie Jones Middle East
White hydrogen: Naturally occurring hydrogen
Chromite: Hard, metallic mineral containing iron oxide and chromium oxide
Ultramafic rocks: Dark-coloured rocks rich in magnesium or iron with very low silica content
Ophiolite: A section of the earth’s crust, which is oceanic in nature that has since been uplifted and exposed on land
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ABU DHABI CARD
5pm: UAE Martyrs Cup (TB) Conditions; Dh90,000; 2,200m
5.30pm: Wathba Stallions Cup (PA) Handicap; Dh70,000; 1,400m
6pm: UAE Matyrs Trophy (PA) Maiden; Dh80,000; 1,600m
6.30pm: Sheikha Fatima bint Mubarak (IFAHR) Apprentice Championship (PA) Prestige; Dh100,000; 1,600m
7pm: Sheikha Fatima bint Mubarak (IFAHR) Ladies World Championship (PA) Prestige; Dh125,000; 1,600m
8pm: Sheikh Zayed bin Sultan Al Nahyan Jewel Crown (PA) Group 1; Dh5,000,000; 1,600m
THE DRAFT
The final phase of player recruitment for the T10 League has taken place, with UAE and Indian players being drafted to each of the eight teams.
Bengal Tigers
UAE players: Chirag Suri, Mohammed Usman
Indian: Zaheer Khan
Karachians
UAE players: Ahmed Raza, Ghulam Shabber
Indian: Pravin Tambe
Kerala Kings
UAE players: Mohammed Naveed, Abdul Shakoor
Indian: RS Sodhi
Maratha Arabians
UAE players: Zahoor Khan, Amir Hayat
Indian: S Badrinath
Northern Warriors
UAE players: Imran Haider, Rahul Bhatia
Indian: Amitoze Singh
Pakhtoons
UAE players: Hafiz Kaleem, Sheer Walli
Indian: RP Singh
Punjabi Legends
UAE players: Shaiman Anwar, Sandy Singh
Indian: Praveen Kumar
Rajputs
UAE players: Rohan Mustafa, Ashfaq Ahmed
Indian: Munaf Patel
Series info
Test series schedule 1st Test, Abu Dhabi: Sri Lanka won by 21 runs; 2nd Test, Dubai: Play starts at 2pm, Friday-Tuesday
ODI series schedule 1st ODI, Dubai: October 13; 2nd ODI, Abu Dhabi: October 16; 3rd ODI, Abu Dhabi: October 18; 4th ODI, Sharjah: October 20; 5th ODI, Sharjah: October 23
T20 series schedule 1st T20, Abu Dhabi: October 26; 2nd T20, Abu Dhabi: October 27; 3rd T20, Lahore: October 29
Tickets Available at www.q-tickets.com
Stat Fourteen Fourteen of the past 15 Test matches in the UAE have been decided on the final day. Both of the previous two Tests at Dubai International Stadium have been settled in the last session. Pakistan won with less than an hour to go against West Indies last year. Against England in 2015, there were just three balls left.
Key battle - Azhar Ali v Rangana Herath Herath may not quite be as flash as Muttiah Muralitharan, his former spin-twin who ended his career by taking his 800th wicket with his final delivery in Tests. He still has a decent sense of an ending, though. He won the Abu Dhabi match for his side with 11 wickets, the last of which was his 400th in Tests. It was not the first time he has owned Pakistan, either. A quarter of all his Test victims have been Pakistani. If Pakistan are going to avoid a first ever series defeat in the UAE, Azhar, their senior batsman, needs to stand up and show the way to blunt Herath.