The launch of the Apple iPhone 6S is just days away, but the development of the company's line of handsets doesn't stop for anything. While the limits imposed by physics mean a smartphone can only get so much lighter and thinner, one area where the iPhone can still improve exponentially is in its smarts -- and that is where the firm is putting a lot of its focus. According to an analysis of job openings posted by Apple Inc. that was carried out by Reuters, the company is currently looking for at least 86 artificial-intelligence experts in the area of machine learning alone, while also seeking prospective employees with doctorates specializing in AI. With the amount of data being collected from users' computers and smartphones growing rapidly, companies are looking at developing systems that will allow them to leverage this information to deliver more tailored services to their customers. While Apple's voice-activated personal assistant Siri launched on the iPhone long before Google Now or Microsoft's Cortana did on Android devices or Windows Phone, both competitors have now eclipsed Apple's technology by serving up information they believe users want based on time or location, rather than simply based on requests made by users.