Is Apple's generative AI coming?
This morning, Apple AI experienced an unexpected malfunction. On the one hand, Bloomberg revealed the significant news: Apple is poised to enter into an agreement with OpenAI to utilise ChatGPT-related technology on the iPhone. On the other hand, the New York Times revealed a series of significant generative AI upgrades to be released for Apple Siri. The article provides details on the research and development, as well as the behind-the-scenes reasons why Apple's top executives made the decision to give Siri a "brain transplant".
AppleInsider has reported that Apple will utilise its signature generative AI features, including real-time audio transcription and text summary, in core system-level applications such as voice memos, notes, messaging, and Safari, in order to develop "system-level AI". In the current wave of generative AI based on large language models, Apple is lagging behind its competitors. ChatGPT, the representative of the chatbot application, has been a global success, yet Apple has not yet made a clear move.
Bloomberg reports that Apple is about to reach an agreement with OpenAI to use OpenAI's technology on the iPhone. This would allow users to put ChatGPT on iPhone. This agreement will see Apple incorporate the ChatGPT feature into a future release of iOS 18. Further discussions are still underway, and the agreement has not yet been finalised.
It is worth noting that ChatGPT has long been available for download in Apple's App Store. Furthermore, the use of ChatGPT on iPhone is already a thing of the past. As a result, it is likely that the cooperation between Apple and OpenAI will focus on the level of the model behind it, with the aim of bringing more "ChatGPT capabilities" into the iPhone. This could result in the integration of the model into the iPhone. Apple is also in discussions with Google regarding the potential use of the Gemini Big Model, according to a report from Bloomberg.
According to the New York Times, Siri will be one of Apple's key assets in the field of generative AI. Indeed, since early last year, when ChatGPT first gained traction, Craig Federighi, Apple's senior vice president of software engineering, and John Giannandrea, Apple's senior vice president of machine learning and AI strategy, have reportedly made the decision to enhance Siri with a "brain transplant". We are pleased to announce that...
It is clear that Siri's capabilities have been surpassed, and on a technical level, Siri has fallen behind. This has prompted Apple, the technology giant, to embark on the largest internal reorganization in more than a decade.
According to reports, generative AI has now become a "pillar" project within Apple, an "a tent pole" project. The term is unique to Apple and is used to organise Apple employees to participate in this once-in-a-decade innovation project. It is reasonable to conclude that Apple is taking all necessary steps to remain competitive in the AI field.
It is now believed that Apple will be unveiling an upgraded version of Siri, one of its major AI masterstrokes, at WWDC24, which will be held on 10 June. The enhanced Siri will be more conversational and feature-rich. According to three individuals with knowledge of the matter, Siri's fundamental technology will include a new generative AI system, which will enable Siri and ChatGPT, as well as the ability to engage in a genuine "chat" rather than simply "a question and answer."
The AI has fallen behind in this sense of urgency, with Apple taking more than a year to act. This includes the previous cancellation of the self-driving car project, which cost ten billion dollars, and the transfer of the original project of hundreds of engineers to the AI research and development team. Two sources familiar with the matter have revealed that Apple is also exploring and developing servers using iPhone and Mac chips. This would mean that Apple is going to use its own self-developed chips to do their own AI servers. The A series chips and M series chips used in the server will enable future products to run cloud AI functions on servers that can be controlled by Apple.
In June, Apple will present an answer sheet at the WWDC. This will cover not only the company's own AI and the development of its business, but also the wider consumer electronics industry's subsequent application of AI. Many companies are taking Apple as a benchmark in this area.
