Investment bank Morgan Stanley believes that Apple is accelerating its AI work and will announce an improved Siri at WWDC, and launch an AI-powered [iPhone](https://appleinsider.com/inside/iphone "iPhone") in September 2024.

Morgan Stanley [has said](https://appleinsider.com/articles/23/11/08/apple-best-placed-to-benefit-as-ai-goes-mainstream-says-morgan-stanley) before that it expects Apple will benefit the most as AI becomes mainstream, but now its analysts are "getting more excited" about what it describes as Apple's Edge AI work.  
  
"\[We believe that\] 2024 will be the year when Apple's 'Edge AI"' opportunity likely comes to fruition," say the analysts in a note seen by _AppleInsider_, "highlighted by an LLM-powered [Siri](https://appleinsider.com/inside/siri "Siri") 2.0 and a broader Gen AI-enabled operating system (introduced at [WWDC](https://appleinsider.com/inside/wwdc "WWDC") in June) that has the potential to catalyze an iPhone upgrade cycle."  