The of Apple's mobile software, iOS 10.3, is out now in public beta form, and while some incoming features like a lost AirPods locator are easy to pick out, other additions may not be so obvious.

A new feature in iOS 10.3 lets users Apple data gathered from iCloud, giving the tech giant the resources to improve its products and services, according to TechCrunch.

iCloud Analytics aims to securely gather from users' iCloud data using what Apple calls differential privacy to ensure the isn't traceable back to a person.

The feature's description also explicitly Apple's digital assistant Siri as one of the services that would directly benefit from iCloud Analytics.

feature is coming to light right after it was revealed Apple is a founding member of the Partnership on AI, a consortium of businesses including Microsoft, Google, and Amazon that collaborate on advancing and advocating artificial intelligence .

The partnership – combined with the data potentially available to Apple following the full release of iOS 10.3 – could greatly bolster the iPhone maker's AI development and help Siri stay competitive against the likes of Microsoft's Cortana or Amazon's Alexa.

For those worried about giving their information to Apple, the iCloud Analytics feature is opt-in, and users who change their mind are able to opt back out anytime by opening up their device's Settings, tapping “Privacy,” then “Analytics,” and finally turning off “ iCloud Analytics.”

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