Apple's AI story is still a rough draft

Apple is set to detail its generative AI strategy at next week's developer conference, but don't expect what's shown to be the final word.to showcase a revamped Siri that uses genAI to better understand what iPhone owners want to do and to help them take action.with ChatGPT creator OpenAI and has held talks with others, including Google, which already provides the iPhone's default search engine.

Sending user data to the cloud — and perhaps a partner's cloud — threatens to undermine Apple's argument that it offers significant privacy advantages by keeping data on the device.Microsoft is poised to have its strongest case in years that Windows can offer things the Mac can't, thanks to its outsized investments, not just in OpenAI but also in the AI copilots it has addedWhatever Apple announces Monday needn't be Apple's long-term answer and probably won't be.

It's easy to imagine genAI advancing to power an even more capable personal assistant. That is going to require not only continued advances in the underlying technology, but also a great deal of trust.Future generative models are expected to offer more powerful reasoning engines. At the same time, continued advances in phone and PC processing should allow more of the work of genAI to stay on smartphones and computers — a shift that could play to Apple's strengths.in touting the power of on-device AI, but its tight control over software and hardware, combined with its base of fiercely loyal and largely trusting customers could leave it best positioned to take advantage of the shift, provided it can catch up on the underlying AI technology.

In addition to the privacy benefits of handling genAI tasks on device, there are tremendous advantages in cost, battery life,If Apple can increase its use of genAI, even modestly so, while also maintaining the trust of its massive user base, this year's advances could pave the way for bigger things to come.Share on linkedin

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