NEWS  AI  January 25, 2024  Reading time: 2 Minute(s)

Max (RS editor)

Apple approach to AI has always been cautious and not so responsive, compared to other companies. While other tech giants, such as Microsoft, have surged ahead in the AI race, Apple has quietly been working behind the scenes, preparing for what some analysts predict could be a groundbreaking move into artificial intelligence with the release of iOS 18 at this summer's Worldwide Developers Conference (WWDC).

Despite Microsoft briefly surpassing Apple as the most valuable company in the world, CEO Tim Cook's strategy of letting competitors take the lead before introducing a polished and optimized product has proven successful in numerous technology races before the era of AI. Now, Apple's slow and steady efforts in the AI domain are expected to have significant ripple effects, potentially reaching the nearly 1.5 billion iPhone users when the technology is deployed.

The Financial Times reported that Apple has acquired 21 AI startups since 2017, surpassing the combined efforts of Microsoft and Google in the same period. This substantial investment suggests that Apple is gearing up for a major AI announcement, possibly in the upcoming iOS 18.

Apple has traditionally been tight-lipped about its AI projects, preferring to use the term "machine learning". The latest iPhones and Apple Watches are equipped with powerful chips capable of running on-device AI technology. This strategic move allows Apple to avoid legal challenges faced by early innovators like OpenAI, as the company explores deals with news publishers to train its AI systems.

A notable breakthrough came in December when Apple published a research paper on running Large Language Models (LLMs) on-device using flash memory. The paper suggests that this breakthrough will democratize generative AI, making it accessible to a wider audience of individuals and devices. If Apple has indeed mastered the ability to run generative AI systems locally, it could gain a significant advantage over competitors heavily relying on cloud capacity for complex LLMs.

Many industry observers are pointing to Siri as the likely recipient of a generative AI turbo boost for Apple devices. The success of ChatGPT's voice features has highlighted the potential for improving digital assistants. Apple may have plans to enhance Siri's capabilities, addressing current limitations and taking a leap forward in the AI landscape.

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