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Apple’s AI Catch-Up: What to Expect at WWDC

Apple is scrambling to compete in AI against rivals such as Microsoft and Google, and is planning major WWDC 24 announcements.


is planning to introduce several generative AI enhancements to its software suite, particularly Siri, at the forthcoming Worldwide Developers Conference (WWDC). This initiative highlights Apple's effort to match strides with and , who have made substantial advancements in . As the Wall Street Journal reports, Apple is playing catch up to its rivals in the AI space. 

Historical Context and Internal Challenges

In the early 2010s, Apple presented a revamped Siri, highlighting its potential as a robust AI voice assistant. This iteration, known internally as Project Blackbird, was designed to function on an iPhone without requiring an internet connection. Despite its capabilities, the project was set aside in favor of a more incremental update named Siri X, which prioritized speed and privacy by transitioning existing software from remote servers to local iPhones.

Apple's focus on privacy has historically led to a slower pace in AI advancements. The company is now poised to unveil new AI functionalities, such as message composition assistance, photo editing, and text summarization. These enhancements aim to improve the user experience while upholding Apple's strong privacy measures.

Integrating AI: Partnerships and Internal Efforts

The tech giant has been considering collaborations with key AI firms like , Google, and Cohere to incorporate cutting-edge AI capabilities. Concurrently, Apple has also been developing its own generative AI models for some of the anticipated features.

As reported last month, Sam Altman, the CEO of , has solidified his leadership by forging a substantial partnership with Apple. This collaboration is set to integrate OpenAI's technology into the  ecosystem, potentially generating significant revenue and expanding OpenAI's market influence.

There has been notable tension between Apple's software teams and its AI and machine learning division. John Giannandrea, a former Google executive, was recruited to centralize Apple's AI initiatives. However, cultural clashes and indecision on deadlines have hindered collaboration. The AI team has also faced resource limitations, relying on third-party cloud services for model training.

The release of ChatGPT in late 2022 served as a catalyst for Apple. Craig Federighi, Apple's Senior Vice President of Software Engineering, became a proponent of generative AI after evaluating GitHub's Copilot feature. This renewed focus has led to efforts to integrate AI across Apple's software products, with staff dedicated to exploring new .

Upcoming Announcements at WWDC

At WWDC, Apple is expected to showcase a suite of AI-enhanced features, including a significantly more advanced conversational Siri, automatic message and notification summarization, AI-powered quick replies, and generative AI for photo editing. The company is also anticipated to reveal AI-driven document creation in Pages and sophisticated AI autocomplete for Xcode.

Apple's main challenge will be to balance the appeal of innovative AI features with its stringent privacy standards. The company plans to utilize a combination of on-device AI, cloud-based technologies, and potential partnerships with external AI firms to achieve this balance. Specifics regarding device compatibility and potential subscription models for these features are still unclear.

Luke Jones
Luke Jones
Luke has been writing about all things tech for more than five years. He is following Microsoft closely to bring you the latest news about Windows, Office, Azure, Skype, HoloLens and all the rest of their products.