While tech giants like Google and Microsoft have fully embraced artificial intelligence (AI), Apple has, until recently, kept its distance from the technology, or at least refrained from using the term in its presentations.
However, reports suggest that Apple is planning to develop AI features for a range of its devices, including the iPhone, iPad, and more.
This move is not entirely surprising, as Apple’s CEO Tim Cook had previously stated that the company uses machine learning models in Siri, the AI-powered virtual assistant that operates on iPhones, iPads, MacBooks, and other devices. One noteworthy AI release from Apple is the enhanced automatic correction system in iOS 17.
According to renowned Apple analyst Mark Gurman from Bloomberg, Apple’s executives were taken by surprise by the sudden breakthrough in artificial intelligence. They have been working diligently since late last year to make up for lost time.
Gurman cited an insider who expressed significant internal concerns, stating, “There is a lot of anxiety about this matter, and it is considered a major internal mistake.”
Reports have already claimed that Apple has built its large-scale language model called Ajax and introduced a chatbot program called “Apple GPT” internally to test its capabilities.
Apple will assess whether the technology it has developed is competitive and how to integrate it into its products.
Gurman also alleges that Apple’s Vice Presidents responsible for AI and software engineering, John Giannandrea and Craig Federighi, are leading these efforts. They are also joined by Eddie Cue, the head of services, who is on track to spend approximately $1 billion annually on technology development.
While Gurman did not specify which specific devices will receive generative AI, it is implied that these advanced Siri capabilities may be integrated into nearly all Apple products, including the iPhone, iPad, MacBook, and more.
Giannandrea is said to be exploring the development of core technology for a new AI system, while his team is deeply involved in enhancing Siri.
The report also claims that this smarter version of Siri could be ready as early as next year. However, concerns about the technology may mean that it will take longer to fully integrate AI features across Apple’s product lineup.
Federighi is working with a software engineering group aiming to add generative AI to tools like Xcode, which will help developers write new applications more quickly.
Eddie Cue seeks to add AI applications, including Apple Music’s automatically generated playlists (similar to Spotify), and the company’s productivity apps.
