• Rumors claim that Apple will focus heavily on the iPhone and Apple TV on its upcoming event.

Rumors claim that Apple will focus heavily on the iPhone and Apple TV on its upcoming event. (Photo : Reuters)

A recent report reveals that Apple is ramping up its AI division by hiring more artificial intelligence experts into its pool of employees. Apple was reported to be hiring from PhD programs in order to fill its current job listings.

The goal behind this massive recruitment drive is to directly challenge Google in the Internet search market. The Cupertino-based tech giant is aiming to topple Google's dominance in providing users what they want even before they ask for it. According to MacRumors, Apple is trying to address this need in iOS 9 through a feature simply called as Proactive.

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Apple is currently hiring at least 86 employees with expertise in the field of artificial intelligence especially in a branch called machine learning. The company is joining the long list of companies including Amazon, Facebook and Google in trying to court experts in this field.

Machine learning is a field of artificial intelligence which helps devices in coping with the needs of users. Devices rely on huge amounts of data in order to provide unprompted services.

Dato, a machine learning startup, co-founder Joseph Gonzalez told Reuters, "They want to make a phone that responds to you very quickly without knowledge of the rest of the world. It's harder to do that."

Many tech experts are expecting Apple to provide a teaser of its vision in the upcoming event where the company is expected to unveil the new iPhone as well as its latest iOS 9 operating system. Apple previously stated that its newest operating system will include lots of intelligent reminders, a feature that could rival the services of Google Android.