Apple is ready to take on its rivals in the world of artificial intelligence (AI) with its upcoming generative AI announcements. The tech giant has been relatively quiet about its plans, but CEO Tim Cook’s recent remarks confirm that Apple is fully invested in the AI arms race and is determined to compete with the likes of Microsoft, Google, and OpenAI.
Generative AI has become a major buzzword in the tech industry, with companies like Microsoft pouring billions of dollars into AI development. Two years ago, discussions about generative AI were limited, but the popularity of ChatGPT changed everything. Since then, both big and small companies, including Google, Adobe, Nvidia, and Qualcomm, have released products that harness the power of generative AI.
While Apple has incorporated AI features into its core software offerings, it hasn’t done so to the same extent as its competitors. Samsung, Apple’s biggest smartphone rival, has marketed its latest Galaxy S24 lineup as AI phones, boasting features like real-time translation during calls and object manipulation in photos.
Industry experts predict that Apple will unveil advanced generative AI features with its next-generation mobile operating system, iOS 18. Typically, Apple announces new software in June at its annual developer’s conference, WWDC. However, it’s possible that Apple may not explicitly use the term Generative AI during the presentation, similar to how they avoided using Augmented Reality and Virtual Reality to promote their Vision Pro headset.
Apple is among the few companies, alongside Google and Microsoft, that have the resources to invest heavily in Generative AI. However, Apple is likely to take a more measured approach, distinct from the rushed strategies employed by some of its competitors. The Information reported last year that Apple is investing millions of dollars per day into artificial intelligence. They have also developed their most advanced Large Language Model (LLM), Ajax GPT, which has been trained on over 200 billion parameters. Additionally, Apple’s machine learning research team released a framework called MLX to build foundation models that run on their chips, potentially bringing generative AI apps to MacBooks.
The upcoming generative AI announcements from Apple mark their determination to compete in the rapidly evolving AI landscape. As Apple continues to invest in AI and capitalizes on the potential of generative AI, consumers and tech enthusiasts eagerly await the unveiling of iOS 18 and the groundbreaking features it promises to deliver.
