Dive Brief:

• Reports indicate Apple has ramped up its hiring of artificial intelligence experts.
• The company may be looking to improve on smartphone features that give users what they want before they ask.
• Apple says its new iOS 9, which will be released tomorrow, will include a variety of "intelligent reminders."

Dive Insight:

Apple is currently trying to hire at least 86 more employees with expertise in AI, according to a recent analysis of Apple job postings. Some experts say the company wants to improve the way its phone determines what a user wants before her or she asks for it.

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

Apple’s strategy will likely be more evident tomorrow, when it is expected to reveal its new iPhones as well as its latest mobile operating system, iOS 9.