If Apple makes great use of artificial intelligence in its software, the manufacturer has left it to others to experiment with the generative AI that made it possible to create ChatGPT and other automated content creation services. However, the manufacturer swallows millions of dollars every day in this technology!
Apple isn’t afraid to invest at a loss for a long time while waiting to find the right formula – we saw it again with the Vision Pro, in development for years and which will be released (without guarantee of success) after others have weathered the storm. For generative artificial intelligence, the manufacturer would not do otherwise by drawing generously from its huge chest full of greenbacks!
Apple is looking for the right idea
According to The Information, Apple would gobble up “ millions of dollars every day to train language models which are the basis of ChatGPT, Bing AI or Dall-E. This training requires very strong financial backing: to develop GPT-4, OpenAI has spent more than 100 million dollars.
John Giannandrea, the head of AI at Apple, would not be the biggest fan of chatbots. Nevertheless: the company would have set up a team (“Foundational Models”) made up of 16 specialists in conversational AI four years ago already. The concrete results of their work are long overdue; it seems that there is an “Apple GPT” bot reserved for a few employees, but the manufacturer would not intend to offer it to the general public.
Read There would be an “Apple GPT”, but Apple would not know what to do with it
The outstanding question is that of the use of generative AI. What will Apple do with this technology? We obviously think of Siri, who is not the smartest nor the smartest assistant on the market, and who would need a big injection of intelligence, artificial or not for that matter. The site also mentions a new capacity that would allow Siri to create complex automations.
The user could thus ask the assistant to create a GIF from a handful of photos. Siri would run by relying on the Shortcuts application, with which it is already possible to go quite far in the automation of iOS, but which requires some training to navigate. Siri would mask the complexity of implementing shortcuts, thanks to generative AI.
iOS 18, expected next year, could integrate this novelty, which is good: it is rumored that Apple will make announcements related to generative AI in 2024… or maybe not. Decidedly, it is still very vague!