Apple CEO Tim Cook made a bold statement during the company’s annual shareholder meeting, promising “break new ground” in the field of generative AI (GenAI) this year. This announcement comes on the heels of the company’s reported decision to abandon its long-running electric vehicle project, with some former EV staff now reassigned to GenAI initiatives.
While Apple has historically been cautious about jumping into the GenAI race compared to its Big Tech rivals, this recent development suggests a significant shift in strategy. During previous earnings calls, Cook emphasized a more deliberate approach to introducing GenAI to its consumer base, with limited public mentions beyond features like improved autocorrect and text prediction introduced last year.
However, recent reports suggest a surge in Apple’s internal GenAI efforts. Bloomberg’s Mark Gurman claims that Apple plans to integrate GenAI models into Siri and Spotlight, the built-in search tool on iOS, enabling them to handle more complex inquiries and engage in multi-turn conversations. Additional potential applications include auto-generation of presentation slides, music playlists, and even coding suggestions within Apple’s various software tools.
While the exact features slated for release remain under wraps, the upcoming Worldwide Developer Conference this summer might shed light on Apple’s GenAI roadmap. Additionally, a recent uptick in co-authored, GenAI-related academic and technical papers by Apple engineers highlights the intensifying focus on this technology. These papers delve into diverse areas like animating 3D avatars from videos and applying animation to static images.
Furthermore, Apple has been actively contributing to the GenAI ecosystem by releasing open-source models and tools, like the “Ferret” chatbot and the “MGIE” image manipulation model. Additionally, Bloomberg reported a potential $1 billion annual investment in GenAI, including projects like the proprietary “Ajax” large language model, an internal “Apple GPT” chatbot, and even potential hardware advancements. Rumors also suggest a significant upgrade to the Neural Engine, the custom chip in future iPhones designed to accelerate AI processing.
Apple’s commitment to “breaking new ground” in GenAI signifies a strategic shift towards accelerating development and potentially challenging the established players in this rapidly evolving field. The coming months, culminating in the Worldwide Developer Conference, will likely reveal more details about Apple’s specific approach and roadmap for integrating GenAI into its existing ecosystem and potentially introducing groundbreaking new applications.