Apple has committed to a whopping US$1 billion investment to bolster its artificial intelligence (AI) technologies and enhance Siri, its voice-activated digital assistant, according to AppleInsider. This substantial move is part of Apple’s strategy to keep pace with competitors in the swiftly evolving field of AI.
Racing to catch up in the AI arena
Feeling the pressure from competitors making significant advancements in AI, such as those seen with ChatGPT, Apple is taking action. In September, Apple CEO Tim Cook confirmed that the tech giant is actively working on generative AI, although he did not divulge detailed plans.
A “Power On” newsletter by Bloomberg revealed that the rapid advances in AI somewhat took aback Apple’s leadership and has been scrambling to catch up ever since. According to insiders, this lag in AI development is creating a bit of internal tension.
Leadership at the helm
Two Senior Vice Presidents are at the forefront of Apple’s ambitious AI venture. John Giannandrea oversees developing new AI technologies, including improvements to Siri. At the same time, Craig Federighi’s team is focused on integrating AI features into the next update of the iOS operating system. Eddy Cue, the head of services, is reportedly involved in this costly project, which is expected to set Apple back about US$1 billion yearly.
The impact of AI across the board
Apple is not limiting its AI ambitions to smartphones or smart assistants. The company is exploring how AI can be incorporated into development tools like Xcode, potentially speeding up app creation. There’s also the possibility of AI-enhanced services in Apple Music for smarter playlist generation and productivity tools like Pages and Keynote. AppleCare, the company’s customer service arm, is also testing the waters with generative AI for internal applications.
As discussions continue, a debate unfolds within Apple: Should the company prioritise on-device, more privacy-focused AI processing or explore cloud-based language models that could offer more advanced features?
Looking ahead
Apple fans could see a much-improved Siri as early as 2024, thanks to this hefty investment. With the company fully committed to innovation in AI, it’s evident that Apple has grand plans for how artificial intelligence will shape the future of its product lineup and services.
