While companies such as Google and Microsoft have readily embraced AI, Apple has maintained some distance from this technology, or at least refrained from explicitly mentioning it in its presentations. However, according to reports, Apple is now in the process of developing features for its entire range of devices, including iPhones, iPads, and more.
This isn’t entirely novel, as Apple CEO Tim Cook has previously acknowledged the company’s use of machine learning models in Siri, which drive intelligent functions on iPhones, iPads, and MacBooks, among other products. A noteworthy AI release from Apple is an enhanced auto-correct system in iOS 17.
Reportedly, Apple’s top officials were taken by surprise by the unexpected surge in AI developments, and they have been working diligently to catch up since late last year. According to an individual familiar with the situation, this has generated significant internal concern, with some considering it a substantial oversight. Bloomberg’s Mark Gurman has shared these insights.
Apple’s AI model Ajax
Previously, it was reported that Apple had created its own extensive language model named Ajax and had internally introduced a chatbot known as “Apple GPT” to assess its capabilities. Apple is now assessing whether its in-house technology is competitive and how to integrate it into their products.
Mark Gurman further suggests that the initiative is being led by Apple’s senior vice presidents overseeing AI and software engineering, John Giannandrea and Craig Federighi. Additionally, Eddy Cue, the head of services, is part of their team and is committed to allocating approximately $1 billion annually towards the technology’s development.
It’s important to mention that Gurman did not specify particular devices set to receive generative AI. However, he does refer to an enhanced version of Siri integrated into nearly all Apple products. This suggests that these products could potentially encompass iPhones, iPads, and MacBooks, among others.
Executive sponsors’ of AI push
Both Giannandrea and Federighi are referred to as the “executive sponsors” of the generative AI initiative. Giannandrea is focused on developing the foundational technology for a new AI system, while his team is deeply integrating it into Siri.
The report also suggests that this advanced version of Siri may be ready as early as next year. However, potential concerns about the technology could potentially lead to a longer timeline for Apple to implement AI features across its product lineup.
Federighi is actively involved with a software engineering team tasked with incorporating AI into the upcoming iOS version. There is a directive to infuse it with features powered by the company’s extensive language model (LLM), which refines AI capabilities through extensive data utilization. These new features aim to enhance both Siri and the Messages app, enabling them to handle inquiries and auto-complete sentences more effectively, in line with recent developments seen in competing services, as noted by Gurman.
Generative AI for developers
Gurman reports that Apple’s software engineering teams are exploring the integration of generative AI into development tools such as Xcode. This integration is expected to facilitate faster application development for developers.
Additionally, Eddy Cue is advocating for the inclusion of AI applications, such as Apple Music for creating auto-generated playlists akin to Spotify. The company also plans to enhance its productivity applications with AI.
