Apple’s Cautious Approach to Generative AI
Apple, often known for its secrecy and careful selection of new technologies, is reportedly ready to embrace generative AI in its upcoming iOS 18. Compared to its competitors Microsoft, Google, and Amazon, which have fully embraced AI, Apple has been more reserved in its implementation. However, with the launch of ChatGPT by Microsoft-funded OpenAI and the increasing importance of generative AI in the tech industry, Apple seems to be reconsidering its approach.
In a research note, Apple supply chain analyst Jeff Pu predicts that iOS 18 will incorporate generative AI. This move would align with Apple’s recent efforts in building a network of AI servers and enhancing its on-device data processing capabilities. However, Apple’s priority remains user privacy, and the company will carefully consider how to deploy generative AI while maintaining privacy standards.
Unlike other companies that rely on sending prompts and personal data to remote cloud servers for generative AI models to function effectively, Apple has been exploring on-device neural engines for processing. This approach allows Apple to keep user data secure while still providing the desired AI functionality.
While Apple’s cautious approach to AI deployment may come as no surprise to industry observers, Apple CEO Tim Cook emphasized that the company has been researching generative AI for years. Cook acknowledges the possible negative impacts and ethical concerns surrounding AI, such as bias and hallucination, and wants to approach the technology thoughtfully.
Despite the challenges faced by companies using generative AI, the demand for and relevance of this technology continue to grow. Companies like Microsoft, IBM, and Adobe offer indemnity against copyright claims related to generated content. Google, on the other hand, has been striking deals with publishers to license content for training its future AI models.
However, as Kiran Raj, practice head of disruptive tech at GlobalData, points out, the legal framework for AI varies from country to country. Companies like Apple and Microsoft must navigate this nuanced landscape to ensure compliance and stakeholder trust. Raj stresses the importance of responsible growth in the generative AI field and encourages companies to innovate while anticipating ethical challenges.
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