An analysis of recent Apple job ads suggests that Apple is currently revamping its pool of artificial intelligence (AI) experts to make phones smarter than Google. However, the tech giant's strict privacy policy might pose some problems.

Reuters reports that Apple is looking for 86 employees to add to its roster of talented individuals in the field of machine learning. Now taking a more pro-active step in its hiring process, the Cupertino-based company tries to rally in machine learning PHDs, joining the head-hunting competition with Amazon, Facebook, and Google.

The number of machine learning experts in the company has significantly increased over the past years, according to an anonymous ex-Apple employee. The job responsibilities for employees in this field focus on improving software, making a more intelligent Siri, and enhancing iOS search features.

Machine learning, based on 9to5Mac's report, involves a device going through vast amounts of data to tailor relevant action routes and services for the user. To put it simply, devices will be able to predict what a user's next move will be based on the information it gathers. The more data about a person's habit is available, the better the predictions that the phone can give.

Apple is not a new player in the AI field, in fact, it spear-headed mobile intelligence in 2011 with the introduction of Siri. However, other tech companies were able to beat Apple with their smarter and more powerful virtual assistants like Google's Now on Tap and Window's Cortana. Although all three can discern voice instruction and connect and analyze words to provide accurate information or prediction, Siri is considered the least intelligent because of Apple's strict privacy policy.

The giant tech manufacturer gives much value to customer privacy; hence, its apps only retain information for a short time. Siri operates by studying data in a user's phone without sending too much information to servers. According to iClarified, data is held by Siri for 6 months while other apps like Apple Maps retain information for only 15 minutes.

The way Siri works, making predictions without sending data to servers, might hinder Apple's goal of making "a phone that responds to you very quickly without knowledge of the rest of the world," quoting Dato co-founder Joseph Gonzales' words. Because of this, machine learning experts who want unlimited data access shy away from Apple.

If ever Apple's quest of making a smarter phone without compromising privacy will be successful, users may start asking Google for more privacy. Otherwise, Android's advantage poses a looming threat for Apple's phones. Nevertheless, continuous development of in-app AI will provide whole new opportunities in user experiences and business opportunities.