It's no secret that artificial intelligence will be a major focus of Apple's iOS 18 update this year. With Samsung's new Galaxy S24 device taking a starring role in the Galaxy AI feature, and Google's Pixel phones emphasizing AI capabilities in recent years, Apple has lagged behind its competitors.

However, at least from the details revealed in a new report from the Financial Times, it appears that Apple is not standing still and that AI is even more likely to be a big part of Apple's iOS 18 focus.

According to the report, Apple has been making small AI acquisitions, publishing research papers, and quietly hiring staff with AI experience in recent months. In fact, according to a Morgan Stanley research report confirmed by the FT, nearly half of Apple's current job postings mention "deep learning."

All signs point to a showcase of AI capabilities in Apple's updated iPhone software, culminating in an iOS 18 preview at this summer's annual Worldwide Developers Conference. This could include generative AI and an updated version of the Siri assistant with Large Language Models (LLMs). Some of Apple's research papers suggest that the company has developed technology that allows AI to "see" what people are looking at, identify the object, and turn it into a powerful virtual assistant.

However, the real focus of Apple's efforts seems to be on running generative AI directly on the iPhone, rather than relying on servers running LLMs. This would enhance both privacy and processing speed. It may also require a faster processor, such as the A18 system-on-chip that is said to be in development for all iPhone 16 models this fall.

It is no surprise that Apple is considering the possibility of deeply embedding AI in the iPhone. Google and Samsung are Apple's most prominent rivals for AI capabilities in their phones, but they are not the only device makers making such a push. Apple is also keenly aware that the future of technology is firmly focused on AI and its opportunities to improve the user experience.

Indeed, last year Apple CEO Tim Cook said the company has been "studying a wide range of AI technologies" and will continue to invest in the technology.

Of course, Apple is not talking about future AI plans. But this is not the first time we've heard about the importance of AI in iOS 18. And it certainly doesn't sound like this new report will put an end to that chatter.