Apple is reportedly embarking on a substantial project to boost its artificial intelligence (AI) capabilities, investing around $1 billion annually. This initiative is led by key Apple executives, including John Giannandrea, Craig Federighi, and Eddy Cue. While Apple aims to enhance its voice assistant Siri, the project extends to integrating AI into its flagship iOS operating system for iPhones. John Giannandrea is focusing on developing a new AI system and enhancing Siri for deeper integration, with expectations of a more advanced Siri being available as early as next year.
Craig Federighi is responsible for incorporating AI into Apple’s operating systems, with a particular focus on features driven by Apple’s vast language model, referred to as AppleGPT. This approach aims to improve user interactions with Siri and the Messages app. Apple’s software engineering teams are considering the integration of generative AI into development tools like Xcode, potentially speeding up app development.
Eddy Cue’s team is exploring the integration of AI across numerous Apple apps, including adding new features to Apple Music, enhancing productivity apps, and even considering generative AI for internal customer service apps within AppleCare. One significant consideration is the deployment of generative AI, deciding whether it should be on-device, cloud-based, or a hybrid approach. On-device AI offers speed and privacy advantages, while cloud-based setups enable more advanced AI operations.
This endeavor underscores Apple’s commitment to advancing AI across its product ecosystem to remain competitive in a tech landscape increasingly driven by AI innovations.
