Apple’s quiet progress in AI has taken another step forward. The iPhone-maker has acquired a Canadian AI startup called DarwinAI. The acquisition happened earlier this year, and a number of employees from the startup have already joined Apple’s AI division. 

Founded in 2017, DarwinAI is an AI tech startup that specialises in visual quality inspection offering manufacturers an end-to-end solution to improve product quality and production efficiency. 

Apple has not given any clarification regarding the deal and continues the narration of how Apple buys small companies from time to time, but doesn’t discuss its plans. Apple chief, Tim Cook had earlier said in an interview that the company doesn’t buy competitors, but rather buys companies that have products or technology that can be turned into features. 

Apple’s Generative AI Push 

Apple may have been slow when it comes to adoption of generative AI when compared to other big tech companies, however the company has been steadily progressing, in a secretive way. 

“I won’t delve into specifics, as our policy is to keep development details confidential but rest assured we are heavily invested in this area,” said Apple chief, Tim Cook, during the Q3 earnings call last year. Apple is also planning to bring generative AI to its voice-assistant Siri. 

It is possible that with the recent shelving of Apple’s $10 billion EV venture, the company will look to make it up with its generative AI push. 

AI in Phones

The move comes at a time, when big tech companies are rushing to bring generative AI features on devices. Apple’s close rival Samsung has already brought generative AI on their latest Samsung Galaxy AI phones. Google’s AI model Gemini (Nano) has been integrated onto the smartphone.