Apple is ramping up its efforts in generative artificial intelligence (AI) to cater to iPhones and iPads, aiming to leverage the technology that has been making waves in the industry. The tech giant is actively seeking individuals to work on large language models (LLMs) in various locations around the world. LLMs are software that can generate realistic text, graphics, or code based on simple cues. The company’s expansion in generative AI signifies its commitment to bringing cutting-edge technologies, such as LLMs, directly to mobile devices.
While competitors like Microsoft-backed OpenAI and Google have already released generative AI products, including chatbots and productivity aides, Apple’s job postings suggest that it is intensifying its efforts to incorporate LLMs into mobile platforms. This presents a significant technical challenge that Apple’s competitors have yet to tackle. The ability to run AI software on smartphones without depending on an internet connection or cloud processing offers faster app performance and enhanced privacy for user data.
In a recent conference call, Apple CEO Tim Cook emphasized the importance of AI and machine learning as core technologies underlying virtually every product the company develops. This emphasis is reflected in Apple’s increased research and development spending, which has risen by $3.1 billion compared to the previous year, partly due to investments in generative AI.
Bolstering the application of AI and machine learning features within existing products is one of Apple’s immediate goals. By integrating generative AI, Apple aims to enhance current features like autocorrect and picture animations. The potential advantages of on-device AI are faster processing speeds and improved privacy protection.
Privacy has become a crucial aspect of Apple’s marketing strategy as it positions itself differently from its competitors like Google and Facebook. The company already utilizes on-device voice recognition for Siri, its digital assistant, as a privacy-oriented solution to concerns about unwanted audio recording.
Apple’s job postings highlight the company’s focus on multimedia capabilities for its AI software. For instance, it is looking to provide advanced image and video content for visual actions and multi-turn interactions. In line with this goal, Apple is aggressively hiring AI talent, particularly in Paris, where the company plans to expand its existing research lab.
Apple’s acquisition of Seattle-based AI start-up Xnor further demonstrates its commitment to advancing machine learning models on mobile devices. Paying over $200 million for Xnor in 2020, Apple outbid other major corporations like Microsoft, Amazon, and Intel. This acquisition has expanded Apple’s presence in Seattle, further solidifying its position in the AI industry.
In conclusion, Apple’s dedication to generative AI showcases its ambition to bring cutting-edge technologies like LLMs to iPhones and iPads. By prioritizing on-device AI processing, Apple aims to deliver faster app performance and improved privacy protection. As the company continues to invest in research and development, it positions itself at the forefront of AI and machine learning advancements in the tech industry.
