With the rise of ChatGPT, a powerful generative artificial intelligence (AI), one of the world’s most influential technology companies has been left out of the conversation – Apple Inc. Despite its reputation for success, Apple has not taken the lead in embracing this powerful AI form, as seen in the recent forays of Microsoft Corp., Alphabet Inc.’s Google and Amazon.com Inc.
Despite its now famous introduction of the Siri voice assistant, Apple has been slow to include AI into its product mix. Instead of developing the generative AI form, Apple’s AI-enabled products are more focused on improving user experience, such as the recent camera improvement Photographic Styles and the ability to peel a subject out of a photograph. Its focus also lies in its long-mooted automotive initiative.
While Apple is investing in its other projects, AI opponents such as Microsoft, Google, and Amazon have outpaced the world’s most valuable tech company. Microsoft recently dedicated 10 billion dollars to OpenAI, the maker of the powerful ChatGPT. OpenAI has revolutionized how AI works, developing bespoke computational clusters that allow for powerful and useful AI to be created. Google has prioritized creating AI content, while Amazon has focused on utilizing its cloud division.
AI pioneer Kai-Fu Lee has projected AI will become the “post-mobile platform” as it continues to develop. With its massive computational costs and the data troves required to train and improve AI, Apple might need to find a new strategy if it wants to be part of this new AI race. Otherwise, it may risk being left behind.
Apple was a pioneer in the tech world when it released its original iPhone, but if it wants to stay a leader in the industry, it will need to take a bold step forward in embracing AI. The company pushed the technology forward with voice assistant Siri, but the conversations about generative AI must become a part of its future plans. Big companies like Microsoft and Alphabet have demonstrated their commitment to the technology, and as Yahoo CEO, Daniel Zhang puts it, everyone is “at the same starting line”. Apple, therefore, needs to take advantage of the reset and make sure it stays at the front.
Apple is set to release its hotly anticipated augmented reality headset soon, and with it, AI technology that can process a wearer’s physical environment and create realistic avatars. The company needs to use the release of the headset to spur its AI cogitations, rather than getting left behind in the dust.
A key figure in the conversation about AI and its potential future is Sam Altman, founder of ChatGPT’s maker, OpenAI. He has captivated people from all over the world with his ideas about AI, and his accomplishments have proven the power of the technology. Companies like Apple need to ensure that they do not miss out this new wave of AI.
If Apple wants to remain a leader in the tech sector, it must consider the full potential of AI and start to form a clear plan to develop ChatGPT-style technology. It is important for the company to keep the original idea of its products, maintaining the walled garden of its carefully curated offerings, while also being open to the thriving generative AI conversation. Only then will Apple have a chance to be a part of this revolutionary new world.
