Apple is set to incorporate generative AI technology into its products, as reported by Bloomberg. Apple's generative AI project, known as Apple GPT, is led by three senior vice presidents and aims to enhance Siri with generative AI capabilities. iOS 18 is expected to include generative AI features, and Apple is exploring AI integration in its developer's app, Xcode. First-party apps like Apple Music, Pages, and Keynote may also gain AI capabilities, such as auto-generated playlists. Apple is considering on-device and cloud-based AI implementations to balance user privacy and robust AI experiences, as it competes with Google, Microsoft, and Amazon in this field.