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Apple Bets That Its Giant User Base Will Help It Win in AI
Though Apple’s first set of modern AI features won’t be as impressive as rival offerings, the company is betting that its massive customer base can give it an edge. Also: Sonos launches its long-awaited headphones; Humane tries to sell itself; and Apple brings on a new diversity chief.
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At Apple Inc.’s developers conference next month, the company will unveil a different approach to artificial intelligence, focusing on tools that ordinary consumers can use in their daily lives. The idea is to appeal to a user’s practical side — and leave some of the more whiz-bang features to other companies.
Apple is bringing the new AI features to iOS 18 and macOS 15 — and both operating systems will include software that determines whether a task should be handled on the device or via the cloud. Most of the on-device features will be supported by iPhone, iPad and Mac chips released in the last year or so. The cloud component, meanwhile, will be powered by M2 Ultra chips located in data centers, as I’ve previously reported.
There are several new capabilities in the works for this year, including ones that transcribe voice memos, retouch photos with AI, and make searches faster and more reliable in the Spotlight feature. They also will improve Safari web search and automatically suggest replies to emails and text messages.
The Siri personal assistant will get an upgrade as well, with more natural-sounding interactions based on Apple’s own large language models — the core technology behind generative AI. There’s also a more advanced Siri coming to the Apple Watch for on-the-go tasks. Developer tools, including Xcode, are getting AI enhancements too.
One standout feature will bring generative AI to emojis. The company is developing software that can create custom emojis on the fly, based on what users are texting. That means you’ll suddenly have an all-new emoji for any occasion, beyond the catalog of options that Apple currently offers on the iPhone and other devices.
Another fun improvement (unrelated to AI) will be the revamped iPhone home screen. That will let users change the color of app icons and put them wherever they want. For instance, you can make all your social icons blue or finance-related ones green — and they won’t need to be placed in the standard grid that has existed since day one in 2007.
A big part of the effort is creating smart recaps. The technology will be able to provide users with summaries of their missed notifications and individual text messages, as well as of web pages, news articles, documents, notes and other forms of media.
Now, many of these features will be purely catch-up. There’s no leapfrogging here. Google has had many of the same AI features in its Pixel devices for several years. Samsung Electronics Co. rightfully threw in the towel on developing its own marquee AI features this year and relies on Google Gemini instead.
There’s also no Apple-designed chatbot, at least not yet. That means the company won’t be competing in the highest-profile area of AI: a market that caught fire after OpenAI released ChatGPT in late 2022.
The big question is whether it really matters that Apple is playing catch-up here. The company has one advantage that few rivals can match: its massive base of users.
There will be hundreds of millions of Apple devices around the world that can support the AI features when they debut later this year. The owners of those devices will probably at least try out the new capabilities (the technology may be integrated tightly enough that people won’t even notice they’re using them). That could turn Apple into the biggest AI player overnight.
^ Interesting last comment. Infinite emojis too.But even now, there are signs that the company’s AI initiative is a work in progress. Apple is considering marketing the capabilities as a preview (at least in developer beta versions before a formal launch in September), indicating that the technology isn’t yet fully baked.
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