Apple 'beefing up artificial intelligence staff' to help build future iPhones
Tech giant Apple is thought to be just one day away from revealing its latest iPhone model, but that hasn't stopped it recruiting heavily for iterations of the flagship device that could yet be years away.
Apple is reportedly beefing up its staff with experts in artificial intelligence as it seeks to make a phone that can provide users with what they want without them having to ask.
The company has been looking for around 90 people with experience in machine learning - a discipline that involves crunching massive amounts of data to automatically provide services, such as scores for a favourite sports team - Reuters reported.
Google has so far been the leader in this field, but the likes of Amazon and Facebook are also seeking to catch-up.
Apple may face an obstacle, however, in the form of its own privacy policies. Instead of analysing the vast amount of data in the cloud, Apple has opted to stick to that on each user's iPhone as part of efforts to protect information from outsiders, Reuters said.
More information on plans for future iPhones may come tomorrow, when the company holds a conference in San Francisco.
The company is also widely expected to unveil its latest iPhone handset.
Rumours suggest the new product could house a better camera, improved hardware and a new operating system among other updates.
