Apple is expanding artificial intelligence features across its devices as competition in the global AI market continues to intensify.

The company is integrating more AI-powered tools into iPhones, MacBooks and cloud services in an effort to strengthen user experience and maintain its position against rivals such as Google and Microsoft.

Executives said the new AI systems will focus on productivity, voice assistance, personalisation and on-device processing designed to improve privacy and speed.

Apple has increasingly emphasised its ability to combine advanced technology with tighter data protection compared to competitors relying heavily on cloud-based AI systems.

The company is also increasing investment in semiconductor development to support more powerful AI processing directly on devices.

Demand for AI-capable hardware has become one of the biggest growth drivers in the global technology sector during the past year.

Investors continue watching Apple closely as the company attempts to accelerate growth following slower smartphone sales in several markets.

Analysts believe AI integration could encourage consumers to upgrade devices more frequently.

Industry experts say Apple’s push into artificial intelligence marks one of the company’s most important strategic shifts in recent years.

Success in AI could shape the future direction of its ecosystem and long-term revenue growth.

Source: Reuters.