In contrast to some other tech companies, Apple is taking a different approach to leverage emerging technology, focusing on improving fundamental functions within its latest devices.

While avoiding the use of the term "artificial intelligence," Apple introduced a new range of iPhones and a smartwatch, featuring advanced semiconductor designs that empower the latest AI-driven functionalities. These innovations primarily enhance basic functions, such as making calls and capturing high-quality images.

Despite not explicitly mentioning artificial intelligence at its June developer conference, Apple has been quietly incorporating AI into its core software products for several months, reshaping its offerings behind the scenes.

In contrast, companies like Microsoft and Alphabet's Google have set ambitious goals for the transformational potential of their AI endeavors. Industry leaders have expressed concerns about the uncontrolled development of new tools like generative AI and its potential risks.

Apple's Series 9 Watch, for instance, incorporates a new chip with enhanced data processing capabilities. Notably, it features a four-core "Neural Engine" that can handle machine learning tasks up to twice as fast. This Neural Engine serves as the foundation for Apple's AI-driven functionalities.

The AI components within the watch's chip contribute to a 25 percent increase in Siri's accuracy, Apple's voice assistant.

Moreover, the inclusion of machine learning chip components has introduced a novel way to interact with the device. Users can now perform a "double tap" by gently pinching their watch hand's fingers together to carry out actions such as answering or ending phone calls, pausing music, or accessing information like weather updates.

This feature aims to provide users with convenient control over their Apple Watch when their non-watch hand is occupied, whether they're holding a cup of coffee or walking a dog. The technology relies on the new chip and machine learning to detect subtle movements and variations in blood flow when users tap their fingers together.

Apple has also introduced improvements in image capture for its iPhone lineup. While the company has long offered a "portrait mode" that simulates the effects of a large camera lens by blurring backgrounds, users previously had to manually enable this feature. With the latest advancements, the camera now automatically recognizes when a person is in the frame, gathering the necessary data to achieve background blurring.

It's worth noting that Apple is not the sole smartphone manufacturer incorporating AI into its hardware. Google's Pixel phones, for instance, provide users with the ability to remove unwanted elements from images, further showcasing the industry's commitment to enhancing user experiences through AI-driven innovations.