Apple was not ready for OpenAI’s ChatGPT, the first widely available generative artificial intelligence tool. However, the Cupertino-based tech giant is now preparing for a major entry into the industry, with plans to integrate advanced AI features into its vast ecosystem of products, Bloomberg’s Mark Gurman reports.
The tech world is changing rapidly due to advances in artificial intelligence, and Apple is acutely aware of the need to catch up. While competitors such as Google and Microsoft have already integrated generative AI into their search engines and other platforms, Apple’s most significant contribution to AI development recently has been the improved autocorrect feature in the iOS 17 keyboard.
However, CEO Tim Cook revealed that Apple has been quietly working on generative AI for some time. Nevertheless, insiders note that the company was somewhat surprised by the rapid adoption of AI in the industry and has been working hard to bridge this gap since last year.
A person familiar with the matter shared that Apple feels an urgent need to address this oversight. The company is already testing its own large-scale language model called Ajax and Apple’s internal chatbot GPT.
The task now is not only to develop advanced artificial intelligence technology but also to determine its integration into Apple’s product portfolio. The initiative is led by John Giannandrea and Craig Federighi, Apple’s senior vice presidents responsible for AI and software engineering, respectively. Along with them, Eddy Cue, the head of the service department, plays a key role. It is predicted that Apple will invest about $1 billion annually in this business.
Giannandrea’s team is focused on improving the underlying technology for the new AI system, and plans to upgrade Siri to incorporate these advances. Federighi’s group is working on adding AI capabilities to the next version of iOS, aiming to improve the responsiveness of Siri and the Messages app, as well as their predictive capabilities.
In addition, Apple’s software development teams are exploring the possibility of integrating generative AI into tools such as Xcode, which will potentially help developers create applications faster. This mirrors services such as Microsoft’s GitHub Copilot.
Eddy Cue’s division is ambitious to integrate AI into a variety of applications. They are exploring AI-powered features for Apple Music, such as automatic playlists, and productivity apps like Pages and Keynote. There is also a desire to use generative AI for internal customer service applications like AppleCare.
A significant debate at Apple is around the strategy for deploying generative AI. While on-device processing offers speed and privacy, a cloud-based system can provide more advanced capabilities. Given the rapid development of the AI industry, a hybrid approach that combines on-device and cloud processing may be the best choice for Apple.
In conclusion, as generative AI continues to redefine the boundaries of technology, Apple is determined not to be left behind. The company recognizes that AI will play a huge role in the future of computing and is committed to being at the forefront of this revolution.