Opinion: The one thing that's most important to Apple
may leave it hamstrung when it comes to true generative AI. Unlike Google and Microsoft Bing, it doesn't have a massive search engine-driven data store to draw on. Nor is it training its AI on the vast ocean of Internet data. Apple does its machine learning on device. An iPhone and Siri know what they know about you based on what's on your phone and not what Apple can learn about you and its 1.5 billion global iPhone users.
As I wrote in 2016:"It’s also interesting to consider how Apple intentionally handicaps its own AI efforts. Your purchase habits data in iTunes, for instance, are not shared with any of Apple’s other systems and services." Apple's local approach could handicap it in its possible generative AI efforts. As Moorhead told me,"I see most of the action on device and in the cloud. Apple is strong on the device but weak in the cloud and this is where I think the company will struggle"
As I see it, Apple has a choice to make. Cede a little user privacy to finally transform Siri into the voice assistant we always wanted or stay the course with incremental AI updates that improve Siri but never let it rival ChatGPT.Sign up to receive daily breaking news, reviews, opinion, analysis, deals and more from the world of tech.
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