Tim Cook says Apple will ‘break new ground’ in GenAI this year
Tim Cook, the CEO of Apple, has pledged that Apple will embark on groundbreaking endeavors in GenAI this year. This declaration was delivered during the company’s yearly shareholders gathering today. This announcement coincided with reports indicating the abandonment of Apple’s extensive, multibillion-dollar plan to construct an EV over the past decade. Some personnel from the EV project have been redirected to contribute to diverse GenAI initiatives, as reported by numerous publications.
Unlike several of its Big Tech counterparts, Apple has been cautious in its investment and development of GenAI, opting for a more gradual approach. During the Q1 earnings call, Cook mentioned that Apple was internally engaged in GenAI efforts but emphasized a deliberate pace when it came to introducing customer-facing applications of the technology. Notably, Apple has only briefly referenced GenAI in recent press conferences and announcements, such as when unveiling new autocorrect and text prediction features in iOS last autumn.
Enhancing Siri and Spotlight with GenAI
According to reports from Bloomberg’s Mark Gurman, Apple is gearing up to enhance Siri and Spotlight, the built-in search tool in iOS, with advanced GenAI models. The objective is to empower both platforms to handle more intricate queries and engage in sophisticated multi-turn conversations. Additionally, Apple is reportedly exploring AI-driven functionalities to facilitate automatic generation of presentation slides in Keynote, creation of playlists in Apple Music, and provision of GenAI-based coding suggestions in Xcode, its app development platform.
Expectations for Future Updates
These enhancements may or may not debut in the upcoming versions of iOS, macOS, and iPadOS, which are anticipated to be showcased at Apple’s Worldwide Developer Conference scheduled for this summer.
Increasing Focus on GenAI
There are indications of Apple’s heightened focus on GenAI, exemplified by the growing involvement of its engineers in GenAI-related academic and technical publications. One such paper outlines a system capable of generating animated 3D avatars from brief videos, while another introduces Keyframer, a tool designed for animating static images. Notably, Apple has also released numerous open-source models and tools to aid in the development of GenAI-powered software.
Investments in GenAI
In October, Bloomberg reported that Apple was investing $1 billion annually to catch up in the GenAI domain. These efforts include the development of proprietary technologies like Ajax, a large language model, and an in-house chatbot dubbed Apple GPT. There are even speculations about potential hardware advancements, with rumors suggesting that the forthcoming iPhone 16 models could feature a significantly enhanced Neural Engine, Apple’s specialized on-device chip for accelerating AI computations.
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