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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.”
What can you do?
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%3Cp%3EThe%20influx%20of%20talented%20young%20Afghan%20players%20to%20UAE%20cricket%20could%20have%20a%20big%20impact%20on%20the%20fortunes%20of%20both%20countries.%20Here%20are%20three%20Emirates-based%20players%20to%20watch%20out%20for.%0D%3Cbr%3E%20%0D%3Cbr%3E%3Cstrong%3EHassan%20Khan%20Eisakhil%3C%2Fstrong%3E%0D%3Cbr%3EMohammed%20Nabi%20is%20still%20proving%20his%20worth%20at%20the%20top%20level%20but%20there%20is%20another%20reason%20he%20is%20raging%20against%20the%20idea%20of%20retirement.%20If%20the%20allrounder%20hangs%20on%20a%20little%20bit%20longer%2C%20he%20might%20be%20able%20to%20play%20in%20the%20same%20team%20as%20his%20son%2C%20Hassan%20Khan.%20The%20family%20live%20in%20Ajman%20and%20train%20in%20Sharjah.%0D%3Cbr%3E%20%0D%3Cbr%3E%3Cstrong%3EMasood%20Gurbaz%3C%2Fstrong%3E%0D%3Cbr%3EThe%20opening%20batter%2C%20who%20trains%20at%20Sharjah%20Cricket%20Academy%2C%20is%20another%20player%20who%20is%20a%20part%20of%20a%20famous%20family.%20His%20brother%2C%20Rahmanullah%2C%20was%20an%20IPL%20winner%20with%20Kolkata%20Knight%20Riders%2C%20and%20opens%20the%20batting%20with%20distinction%20for%20Afghanistan.%0D%3Cbr%3E%20%0D%3Cbr%3E%3Cstrong%3EOmid%20Rahman%3C%2Fstrong%3E%0D%3Cbr%3EThe%20fast%20bowler%20became%20a%20pioneer%20earlier%20this%20year%20when%20he%20became%20the%20first%20Afghan%20to%20represent%20the%20UAE.%20He%20showed%20great%20promise%20in%20doing%20so%2C%20too%2C%20playing%20a%20key%20role%20in%20the%20senior%20team%E2%80%99s%20qualification%20for%20the%20Asia%20Cup%20in%20Muscat%20recently.%0D%3Cbr%3E%3C%2Fp%3E%0A
Tour de France
When: July 7-29
UAE Team Emirates:
Dan Martin, Alexander Kristoff, Darwin Atapuma, Marco Marcato, Kristijan Durasek, Oliviero Troia, Roberto Ferrari and Rory Sutherland
What the law says
Micro-retirement is not a recognised concept or employment status under Federal Decree Law No. 33 of 2021 on the Regulation of Labour Relations (as amended) (UAE Labour Law). As such, it reflects a voluntary work-life balance practice, rather than a recognised legal employment category, according to Dilini Loku, senior associate for law firm Gateley Middle East.
“Some companies may offer formal sabbatical policies or career break programmes; however, beyond such arrangements, there is no automatic right or statutory entitlement to extended breaks,” she explains.
“Any leave taken beyond statutory entitlements, such as annual leave, is typically regarded as unpaid leave in accordance with Article 33 of the UAE Labour Law. While employees may legally take unpaid leave, such requests are subject to the employer’s discretion and require approval.”
If an employee resigns to pursue micro-retirement, the employment contract is terminated, and the employer is under no legal obligation to rehire the employee in the future unless specific contractual agreements are in place (such as return-to-work arrangements), which are generally uncommon, Ms Loku adds.
The%20Roundup
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HAJJAN
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UAE currency: the story behind the money in your pockets
UAE currency: the story behind the money in your pockets
MATCH INFO
Uefa Champions League semi-final, second leg result:
Ajax 2-3 Tottenham
Tottenham advance on away goals rule after tie ends 3-3 on aggregate
Final: June 1, Madrid
The five pillars of Islam
1. Fasting
2. Prayer
3. Hajj
4. Shahada
5. Zakat
Indoor cricket in a nutshell
Indoor Cricket World Cup – Sep 16-20, Insportz, Dubai
16 Indoor cricket matches are 16 overs per side
8 There are eight players per team
9 There have been nine Indoor Cricket World Cups for men. Australia have won every one.
5 Five runs are deducted from the score when a wickets falls
4 Batsmen bat in pairs, facing four overs per partnership
Scoring In indoor cricket, runs are scored by way of both physical and bonus runs. Physical runs are scored by both batsmen completing a run from one crease to the other. Bonus runs are scored when the ball hits a net in different zones, but only when at least one physical run is score.
Zones
A Front net, behind the striker and wicketkeeper: 0 runs
B Side nets, between the striker and halfway down the pitch: 1 run
C Side nets between halfway and the bowlers end: 2 runs
D Back net: 4 runs on the bounce, 6 runs on the full
SM Town Live is on Friday, April 6 at Autism Rocks Arena, Dubai. Tickets are Dh375 at www.platinumlist.net
The specs
Engine: 3.9-litre twin-turbo V8
Power: 620hp from 5,750-7,500rpm
Torque: 760Nm from 3,000-5,750rpm
Transmission: Eight-speed dual-clutch auto
On sale: Now
Price: From Dh1.05 million ($286,000)
Benefits of first-time home buyers' scheme
- Priority access to new homes from participating developers
- Discounts on sales price of off-plan units
- Flexible payment plans from developers
- Mortgages with better interest rates, faster approval times and reduced fees
- DLD registration fee can be paid through banks or credit cards at zero interest rates
THE%20SPECS
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The specs
Engine: 4.0-litre V8 twin-turbocharged and three electric motors
Power: Combined output 920hp
Torque: 730Nm at 4,000-7,000rpm
Transmission: 8-speed dual-clutch automatic
Fuel consumption: 11.2L/100km
On sale: Now, deliveries expected later in 2025
Price: expected to start at Dh1,432,000
GAC GS8 Specs
Engine: 2.0-litre 4cyl turbo
Power: 248hp at 5,200rpm
Torque: 400Nm at 1,750-4,000rpm
Transmission: 8-speed auto
Fuel consumption: 9.1L/100km
On sale: Now
Price: From Dh149,900
The specs
- Engine: 3.9-litre twin-turbo V8
- Power: 640hp
- Torque: 760nm
- On sale: 2026
- Price: Not announced yet
Scorline
Iraq 1-0 UAE
Iraq Hussein 28’
How much do leading UAE’s UK curriculum schools charge for Year 6?
- Nord Anglia International School (Dubai) – Dh85,032
- Kings School Al Barsha (Dubai) – Dh71,905
- Brighton College Abu Dhabi - Dh68,560
- Jumeirah English Speaking School (Dubai) – Dh59,728
- Gems Wellington International School – Dubai Branch – Dh58,488
- The British School Al Khubairat (Abu Dhabi) - Dh54,170
- Dubai English Speaking School – Dh51,269
*Annual tuition fees covering the 2024/2025 academic year
HOW TO WATCH
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Director: Laxman Utekar
Cast: Vicky Kaushal, Akshaye Khanna, Diana Penty, Vineet Kumar Singh, Rashmika Mandanna
Rating: 1/5
THE CLOWN OF GAZA
Director: Abdulrahman Sabbah
Starring: Alaa Meqdad
Rating: 4/5
UPI facts
More than 2.2 million Indian tourists arrived in UAE in 2023
More than 3.5 million Indians reside in UAE
Indian tourists can make purchases in UAE using rupee accounts in India through QR-code-based UPI real-time payment systems
Indian residents in UAE can use their non-resident NRO and NRE accounts held in Indian banks linked to a UAE mobile number for UPI transactions
Banthology: Stories from Unwanted Nations
Edited by Sarah Cleave, Comma Press
Killing of Qassem Suleimani
