Key Takeaways:
Apple Inc. is planning a major overhaul of its photo editing capabilities in iOS 27, introducing three new AI-powered tools that challenge the dominance of Google and Samsung in mobile image manipulation. The move, expected this fall, will see the Photos app on iPhone, iPad, and Mac receive a significant upgrade, integrating a suite of new features powered by the company's "Apple Intelligence" platform.
"The new features will enable users to extend, enhance and reframe images using on-device AI models," according to people familiar with the matter cited in a Bloomberg News report. A spokesperson for the Cupertino, California-based company declined to comment on the plans.
The new tools, reportedly named “Extend,” “Enhance,” and “Re-frame,” will be integrated into the Photos app on iPhone, iPad, and Mac this fall. The on-device processing through the "Apple Intelligence" platform is expected to take only a few seconds, a key advantage in the race for seamless user experience. This contrasts with some of Google's photo editing features that rely on cloud processing.
The move signals Apple's strategy to embed AI directly into its core applications, aiming to increase user retention and drive hardware sales for its ecosystem of devices. This puts Apple in direct competition with Google's Pixel phones, which have long been praised for their AI-powered photography features, and Samsung's recently introduced Galaxy AI. The focus on on-device processing also aligns with Apple's long-standing commitment to user privacy. By keeping data on the device, Apple can offer powerful AI features without compromising its privacy-centric branding. The success of these new features could be a significant factor in the upcoming holiday sales season, as the smartphone market becomes increasingly competitive.
This article is for informational purposes only and does not constitute investment advice.
