Apple invests one billion dollars a year in the development of generative AI technology

5. 11. 2023 | Natalie Bezděková

Apple is gearing up to respond to the AI revolution that has shaken the tech industry. After lagging behind companies like Google and Microsoft, who have rolled out generative AI versions of their search engines and smarter AI assistants, Apple is playing catch-up. CEO Tim Cook acknowledged that they have been working on generative AI technology for years, but the sudden rise of AI has left the company somewhat unprepared. Apple is now investing around $1 billion annually to develop generative AI technology.

Apple’s efforts are led by senior vice presidents John Giannandrea and Craig Federighi, who are spearheading the generative AI push. They are revamping Siri and adding AI to the next version of iOS. Apple aims to fill iOS with features powered by their large language model, which will enhance Siri and the Messages app’s capabilities. Development tools like Xcode will also incorporate generative AI, making it easier for app developers to create new applications.

Apple’s AI efforts are expanding into apps like Apple Music and productivity tools. They are exploring auto-generated playlists and generative AI’s potential in helping users write documents and create presentations. The debate within Apple revolves around deploying generative AI as an on-device experience, a cloud-based setup, or a hybrid approach. While on-device processing is faster and preserves privacy, cloud-based AI offers more advanced operations.

Apple understands the importance of staying at the forefront of generative AI, as it will be a fundamental part of the computing landscape in the coming decades. To maintain a competitive edge, they must strike the right balance in deploying AI and adapt to the rapidly evolving industry.

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Author of this article

Natalie Bezděková

I am a student of Master's degree in Political Science. I am interested in marketing, especially copywriting and social media. I also focus on political and social events at home and abroad and technological innovations. My free time is filled with sports, reading and a passion for travel.


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