Apple AI races up to Google and Microsoft, says GlobalData
Following the news (10 June) that Apple has introduced Apple Intelligence, the personal intelligence system that puts powerful generative models at the core of iPhone, iPad, and Mac at the Worldwide Developer Conference (WWDC) 2024; Anisha Bhatia, Senior Technology Analyst at GlobalData, a leading data and analytics company, offers her view:
Apple's Advancements in AI
Apple is no longer playing catch-up in the world of artificial intelligence (AI) with its impactful announcements at its WWDC event in Cupertino. The company is off to the races with its cheeky branding of ‘Apple Intelligence’ and a horde of on-device features, on par with Google and Microsoft in the generative AI arena.
Apple will be rolling out its intelligence features systemwide and across its own apps in iOS 18 for iPhones, iPadOS 18 for iPads, and Mac Sequoia for Macbooks, showcasing the powerful role played by Apple’s ecosystem in its AI implementation.
Apple's Consumer-Friendly Approach
Unlike its competitors, Apple has taken a consumer-friendly approach to explaining the benefits of AI, avoiding technical jargon. The emphasis on on-device intelligence and Private Cloud Compute aligns with Apple’s narrative around privacy and transparency. Android rival Google’s marketing and messaging around AI has been scrambled at best.
Apple's AI Capabilities
Apple’s AI aims to execute tasks without the need to switch between multiple apps and not just generate content. This ability is the foundation of agent-centric devices like Rabbit’s R1 and Humane’s AI pin – both companies will be unable to compete against Apple’s deep pockets. Siri will be Apple’s cornerstone with its personalized and contextualized AI experiences while ensuring sensitive information remains secure and on the device.
Apple’s partnership with Open AI to integrate ChatGPT 4.0 into Siri is a final confirmation that AI execution will be a collaborative effort, not a one-company game.
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