Monday, March 4, 2024
Monday, March 4, 2024
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Apple is finally ready to challenge Microsoft and Google with its generative AI announcements, set to launch “later this year.”


With its Vision Pro mixed reality headset now on sale, Apple’s next big priority is adding generative AI features to the iPhone and other products as soon as “later this year.” The confirmation came from Apple CEO Tim Cook, who appeared to have teased an AI announcement planned for this year during a call with analysts after the company reported fiscal first-quarter earnings.

“Looking ahead, we will continue to invest in these and other technologies that will shape the future,” Cook said during a call with analysts. “That includes artificial intelligence, which we continue to spend an enormous amount of time and effort on, and we’re excited to share details of our ongoing work in that space later this year,” Cook said in his prepared remarks. .

In typical Apple fashion, Cook didn’t share too many details, but his comments demonstrate that Cupertino is a big part of the AI ​​arms race and aims, in every way possible, to compete with Microsoft, Google and OpenAI.

For months, Apple has avoided openly discussing its plans to bring generative AI features to the iPhone, Mac, and its popular services. This is despite the fact that generative AI has become the buzzword in technology, with companies like Microsoft investing billions of dollars in AI. Two years ago, Gen AI was barely talked about in mainstream conversations, but the popularity of ChatGPT changed everything. Since then, every major company, large or small, has launched products designed to take advantage of generative artificial intelligence. Google, Adobe, Nvidia, Qualcomm, among others, are some of the companies that have marketed their products based on AI as a basis.

It’s not that Apple hasn’t added AI features to its core software offering; It’s just that they haven’t done it at the same level as others. Samsung, Apple’s biggest smartphone rival, marketed its latest Galaxy S24 as AI phones in an effort to stay ahead of Cupertino. Its high-end Galaxy S24 line comes with Galaxy AI, a set of functions that allow you to translate calls in real time and manipulate objects in photos.

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Experts and insiders predict that Apple will showcase advanced generative artificial intelligence features with iOS 18, a new version of its mobile operating system that powers the iPhone. Apple typically announces new software in June at its annual developers conference, WWDC. Apple may not use the phrase ‘Generative AI’ during the presentation, similar to how it intentionally did not use the words ‘Augmented Reality’ and ‘Virtual Reality’ to promote its $3,500 Vision Pro headset, which went on sale last year. week in USA

“Let me just say that I think there is a huge opportunity for Apple with Gen AI and AI, without going into any further detail or getting ahead of ourselves,” Cook said.

Along with Google and Microsoft, Apple is one of the few companies that has the resources to invest in generative AI. But in all likelihood, Apple will do things differently, opting for a more measured approach rather than the hasty strategies employed by many of its peers to grab attention. The Information revealed last year that Apple is investing millions of dollars a day in artificial intelligence. Apple’s most advanced large language model (LLM), known internally as Ajax GPT, is said to have been trained on “more than 200 billion parameters.” Late last year, Apple’s machine learning research team quietly released a framework called MLX to build basic models designed to run on its chips and perhaps bring generative AI applications to MacBooks.



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