As the Apple Worldwide Developers Conference (WWDC) draws near, discussions about the company’s AI initiatives have intensified. While other technology brands have been focusing on AI advancements, Apple has remained relatively quiet, raising concerns about potentially missing out on the AI trend.
However, a recent report sheds light on Apple’s AI plans for its upcoming iOS 18 update.
New details on Apple’s AI plans
According to a report by Bloomberg, Apple is actively developing a large language model for generative AI features, which is expected to be entirely on-device. This means that the AI technology will be powered by the iPhone’s processor, as opposed to relying on cloud computing.
Rumors of an internal tool known as “AppleGPT” have circulated, indicating Apple’s pursuit of AI capabilities. Unlike its competitors like Google and Microsoft, Apple’s approach appears to prioritize on-device AI processing. There have been reports suggesting that Apple may consider licensing AI technology from Google to enhance its offerings.
Instead of flashy AI gimmicks, Apple aims to demonstrate how AI can be beneficial in daily life, focusing on practical applications.
Apple is actively pursuing AI research, with projects like MGIE and MM1 showcasing its advancements in AI technology. These tools enable media editing through voice commands and enhance multi-image reasoning capabilities.
How far is Apple in the AI race?
Recent research by Apple focuses on AI applications for on-screen content interpretation and user assistance. The company’s commitment to on-device AI processing aligns with its emphasis on privacy and security.
At WWDC 2022, Apple introduced an open-source framework for AI models, leveraging its hardware capabilities like the neural processing unit (NPU) in iPhones since 2017. This on-device approach ensures data privacy and enhances the efficiency of AI interactions.
Apple’s AI strategy will be highlighted at WWDC 2024 in June, potentially showcasing advancements in on-device generative AI like never before.
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