Company is planning to improve machine learning capabilities on devices.
Apple is reportedly trying to challenge Google in the smartphone features segment by ramping up its hiring of artificial intelligence experts from PhD programmes.
Google has been dominating the market with smartphone features that provide users with what they want before they ask.
The iPhone maker is hiring 86 more people who have knowledge in artificial intelligence, while also stepping up efforts to attract machine-learning experts just like its rivals Google, Amazon, and Facebook.
Apple and its rival Google have also been investing in deep learning, which is an integral part of machine learning that can roughly simulate the human brain.
Machine learning is a technology that gets smarter with usage and it helps devices infer from experience what users are likely to want next.
It relies on data crunching to provide unprompted services, reported Reuters.
Apple is expected to introduce iOS 9 along with new iPhones in this month’s event, which would include variety of intelligent reminders, which is expected to compete against Google’s Android.
Apple is also reportedly planning to introduce Apple News app that will predict what people want to read and iOS 9’s Proactive Assistant is likely to anticipate what people are searching for based on context.