Apple, known for its secretive nature, is rumored to be in talks with Google and OpenAI for the licensing of their Generative AI (GenAI) products. Despite Apple's emphasis on user privacy and environmental sustainability, the pressure to stay competitive in the GenAI race seems to be pushing the tech giant towards this decision. However, questions arise regarding how Apple will reconcile the massive environmental impact and privacy concerns associated with GenAI usage, especially given its ambitious 2030 environmental targets and commitment to user privacy.
As anticipation mounts for Apple's reveal at WWDC 2024, speculation abounds regarding the extent of GenAI integration into Apple's ecosystem. From enhancing user accessibility features to revolutionizing photo editing and even assisting in coding tasks, the possibilities are endless. However, questions linger about how Apple will balance user agency and privacy concerns amidst the push for more advanced AI capabilities. With Apple's penchant for secrecy, WWDC 2024 promises to be a crucial and exciting event where the tech giant's direction in the AI landscape will be unveiled.
Apple and 'AI'
At a glance
Systematic approaches to learning algorithms and machine inferences (SALAMI), or also known as "AI" is extensively used by Apple in all of its operating systems and applications. One thing that Apple has yet to demonstrate is its Generative AI (GenAI) capability, which is the latest hype right now. Whilst Apple's plans are often kept secret until that final reveal as a full-fledged product that everyone can use, the pressure from Wall Street, their stockholders and the media (perhaps even the users, but devote users know better) forces Apple to make some moves beyond the usual company acquisitions. Yes, the current rumor from Bloomberg (yes, remember that Super Micro thing? anyway…) is that Apple is negotiating with both Google and OpenAI for the license to use their respective GenAI products. Whilst it is still a rumor, it is quite tricky to understand how Apple will position this, if true.
GenAI from Google and OpenAI require a massive cloud compute resource. Apple isn't shy to invest on cloud computing resources, but it is quite baffling to understand how Apple will reconcile the massive environmental issue that come with using these GenAI from Google and OpenAI, with Apple's plan to achieve their 2030 environmental target. Or does the environment still matter for these companies, Apple included?
Similarly, Apple's push for more user privacy seems to be at odds with how these GenAI products operate (they gobble up as much data as it could). Will Apple be limiting its use only for Siri's search, whilst adding another layer to anonymize it? It may be the case as it is highly doubtful that Apple will let these GenAI products have access to all user data, including sensitive data, like health and location.
The pressure on Apple to please their investors, Wall Street and media (painting them to be so behind the GenAI race) seems to be working, right? Despite the fact that Apple has published numerous papers detailing the breakthrough that they have achieved in the field. As to how fast it can productize these research projects is another question - and maybe Apple is running out of time.
Apple's push for more "AI" will be revealed this June at the WWDC. Personally, I am hoping that Apple will address the low-hanging fruits and showcase their own, on-device GenAI models. For instance, using Apple GenAI to describe a photo displayed on screen, and being able to share the text via Share Sheet - accessibility for the win, right?! Using natural language processing to supercharge photo editing on Photos app or within Messages would also be nice. Will Apple go as far as using GenAI to assist users in writing messages, email or documents on Pages? I know developers are asking for GenAI for code-completion on Xcode, or even perhaps using natural language to describe a function and having Xcode churn the code, but will Apple go that extreme? Will Siri be an "AI" Assistant that will make phone calls or answer phone calls for you? Questions that affect user agency - will Apple go that route?
There are a lot of possibilities, and with Apple, everything is hidden behind the curtain until that very moment they announce it. WWDC 2024 will be crucial and exciting - will Apple's attention be divided between spatial computing and systematic approaches to learning algorithms and machine inferences (SALAMI)? I cannot wait.