The AI craze that first caught our attention two years ago with OpenAI’s ChatGPT is finally about to evolve. This time, it’s up to Apple to make it more mainstream, putting its own twist on what many call the evolution of the Internet. At the Worldwide Developers Conference (WWDC) that starts on Monday, Apple is expected to reveal early examples of how generative artificial intelligence can make everyday consumer products like iPhones and Macs, as well as the apps that billions of people use every day, more intelligent. However, don’t expect Apple’s AI strategy to include any sweeping changes just yet. Cupertino is likely to take it step by step to show its artificial intelligence advances behind the scenes, rather than adopting the more ambitious approach adopted by its rivals. Here’s a quick look at what Apple may reveal at its annual developer conference.
With Google, Microsoft, and OpenAI ahead in the AI arms race, many are wondering why Apple is lagging behind. The iPhone maker has been mostly tight-lipped about how it sees GenAI playing a bigger role in the Apple world, with some arguing that Cupertino may be ill-prepared for the new technology. But there is certainly pressure on Apple to unveil a strategy and lay the groundwork necessary to bring GenAI to its full product lineup. But what Apple will unveil at WWDC is seen as more of a work in progress — a sort of early preview — than a full AI strategy.
WWDC typically sees the announcement of updates to the operating system that runs on iPhone, iPad, Mac, Apple Watch, Apple TV, HomePod and Vision Pro, and while these will be announced, the new features this time around are AI capabilities that have permeated the operating system, as well as core features and apps like Siri, Messages and Safari.
Apple is expected to add a GenAI layer on top of iOS 18, iPadOS 18, and macOS 15, which are expected to roll out to compatible iPhone, iPad, and Mac models later this year. We expect subtle changes rather than dramatic ones, focused on enhancing the apps and features that consumers use every day. Upcoming features could include making Siri more conversational, transcribing voice memos, faster searches, summarizing news articles, documents, and notifications, and using AI to create custom emojis based on what users are typing in text. These are not groundbreaking AI features in any way, as Google already offers a lot of them on its Pixel devices. It is unlikely that Apple will unveil a chatbot like ChatGPT. Instead, the company may partner with OpenAI to enhance its voice-based assistant, Siri, to handle more complex tasks.
But the key to Apple's AI strategy is whether they choose the path of on-device AI, embrace fully offline or cloud-free AI, or settle for a hybrid AI approach. If they choose on-device AI, the experience will be faster (the role of their home-grown LLM is key) and they will also protect user privacy. But if they choose to partner with an external company for cloud-based features, Apple may attract the attention of privacy advocates if it all comes to fruition, because the move would weaken Apple's argument that it's better to protect user data and security. Trust is currently the biggest asset Apple has over Google and Microsoft. Apple has been touting privacy as central to its strategy for years, but it remains to be seen how it will address the AI privacy issues that companies like Google and Microsoft have recently grappled with.
But where Apple will differentiate is how the company rolls out AI-focused features to users as part of “Apple Intelligence.” Unlike other companies, Apple may use the label “Preview” for some AI features, signaling that the AI is not yet as mature as many believe and may be subject to errors. This is a more cautious approach in looking at artificial intelligence, which has produced inaccurate and dangerous statements and created distrust in society.
While Apple may not be in as much of a rush to embrace AI as many of its Silicon Valley competitors, it is in dire need of finding ways to embrace artificial intelligence and boost iPhone and Mac sales that don't seem to be growing as much as they once did. Apple's business model may not be as threatened by the rise of ChatGPT as Google's, leaving it open to change, but somewhere along the line, Gen AI is creating more rivals and competition than ever before in a fiercely competitive technology field. Microsoft is fully committed to the AI boom, and is stronger than ever with its multi-billion dollar investment in OpenAI and the addition of AI Copilot across its product line. Qualcomm is also getting attention for being aggressive with its new ARM-based computer chips for Windows-powered Copilot Plus PCs that are going toe-to-toe with the Apple-designed chips that power current Macs.
Investors are increasingly hoping that Apple will ride the AI wave, but the way Apple operates and its history suggest that Cupertino's AI strategy doesn't need to be based on hype, but rather needs to focus on building AI that improves products that consumers are already familiar with, rather than using it to solve problems that don't need to be.
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First uploaded: September 6, 2024, 8:14 AM
