This year is the year of AI. But you’d hardly know that if you watched his annual developer keynote at Apple, the world’s most influential and valuable tech giant.
and WWDC 2023In a presentation that lasted more than two hours, Apple rushed through a series of announcements that Tim Cook called the company’s “biggest announcements to date.” The company has said goodbye to putting his Intel chips in its computers once and for all, and has implemented his OS updates for his six platforms each year, including: iOS17 and macOS 14and suggested using smart goggles to peer into the potential future beyond the iPhone.
But what this article didn’t cover was AI. AI was a buzzword that captivated the tech industry like no other during his past year. just a month ago It was the centerpiece of Google I/O. At the search engine giant’s annual developer conference, executives mentioned “AI” nearly 150 times in two hours. At WWDC? Apple never said that.
Apple is very intentional about the words it uses
However, this does not mean that Apple will withdraw from the AI race. Apple has never been a company that actively participates in the hype, and this year was no exception. In fact, in the time spent going over all the intricate details of the new product, augmented reality was barely mentioned, and terms like virtual reality and “headset” were left out entirely. . vision pro mixed reality headset.
Apple did what it does best by communicating how it deploys the technology behind AI in a more accessible and hands-on way. This resonates with the average iPhone owner who, above all else, tries to understand how a new update permeates. to their everyday experience.
For example, iOS 17 adds a smarter autocomplete feature that not only suggests the next word, but also helps you complete and improve your sentences. Instead of AI, the update is powered by a Transformers language model and on-device machine learning, the company said. This is the same underlying architecture that also powers recent viral generative AI tools like ChatGPT.
Throughout the rest of the keynote, Apple similarly avoided topical acronyms. With iOS 17, you can transcribe voicemails live even while the other person is recording them, and Apple has added the power of neural engines, an iPhone chip dedicated to AI-related tasks that Apple introduced five years ago. Thanks,” he said. The new Vision Pro headset offers an option called Persona to build a digital look-alike that you can use in your FaceTime calls. However, the word “avatar” that Meta often uses was nowhere to be found. Apple has instead decided to call it a “digital representation” of the wearer developed with “state-of-the-art ML technology.”
Plus, when Apple previewed its new app for journaling, he lyrically talked about how it sifted through virtual footprints like photos, music history, and places you’ve visited to suggest what you could write about. It seemed like a job tailored to a personalized AI algorithm. But all Apple revealed was that it relies on “on-device machine learning” to “intelligently curate” suggestions from your information.
Why does Apple avoid mentioning buzzwords?
There are a number of reasons why Apple deliberately avoided mentioning AI, even casually. First, AI as a marketing term has been overused and lost its meaning. Most new products labeled “AI” are usually not artificial intelligence. A more academic term, machine learning fits the way companies use this technology to make their products smarter and more personalized.
Second, AI comes with risks, and Apple’s cautious approach is because it doesn’t have answers to some of its most pressing concerns, such as AI’s impact on human work and misinformation. It is considered. For example, when Google was demoing Gmail’s new auto-write feature, I feared they would soon replace me as an online writer. It doesn’t really matter how Apple handled it.
Speaking at an event in May, Tim Cook acknowledged that the potential for AI is “huge” and “interesting,” but that Apple is being “careful and thoughtful” about how it deploys it. ‘ must be added.
At the same time, Apple is well behind the advances Google and Microsoft have made in AI. that is, mass employment It is intended for people skilled in AI generation and its modification. AI Teams Reportedly Dysfunctional.
Moreover, the AI race is not as important to Apple as it is to other races. Unlike Google, the company is a hardware company, and that’s especially evident when comparing developer keynotes. While Apple was enthusiastically talking about hardware technical terms such as “Internet PCI expansion” and the number of cores in new computer chips at software events, Google is the company’s latest model for building AI apps. A deep dive into PaLM 2.
However, it may not last forever. Apple, for example, is powering Google’s Bard chatbot to provide a reliable voice interface for mixed reality headsets and not rely on pre-programmed Siri responses for conversations like You will need type AI. For now, though, the focus is on having an autocomplete that automatically learns your swear words, with or without AI.
