Apple Intelligence: At least two years behind the competition?
Generative AI will take a while at Apple and will only come gradually. Internally, the company is well aware of this. It is working at full speed to catch up.
Apple Intelligence on the iPad: Here is the image generator function Image Playground, which will probably be available in December.
(Image: Apple)
Apple has still not officially presented its AI system Apple Intelligence. It will not be released until iOS 18.1, iPadOS 18.1 and macOS 15.1, which are expected in the coming week – initially only in the US English language version, with limited functions, and initially not within the EU. Apple is obviously aware internally that it is well behind the competition when it comes to artificial intelligence.
ChatGPT better than Siri – but integrated
Bloomberg journalist Mark Gurman writes in his latest newsletter that some Apple employees believe the company is "more than two years behind the industry leaders" in terms of generative AI. The first features lack the "wow factor". Internal investigations by Apple showed that ChatGPT from OpenAI responds up to 25 percent more accurately than the new Siri – , which is not expected to be released for several months –. ChatGPT can also answer 30 percent more questions overall.
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Apple is initially solving the problem by simply making ChatGPT an optional part of iOS, iPadOS and macOS by the end of the year. If Siri doesn't know the answer, the OpenAI system can take over. Incidentally, this will reportedly not cost Apple any money; OpenAI will have to provide the capacity. Apple is also hoping to benefit from its ecosystem when it comes to AI – in line with its usual motto of not being first, but "best". Apple CEO Tim Cook recently emphasized this again in an interview with the Wall Street Journal.
Apple software boss dampens expectations
Software boss Craig Federighi has now also commented on the situation at Apple Intelligence. Also in the Wall Street Journal, he said that Apple is not interested in just bringing out anything. "They could bring something to the market that is a bit of a mess. But Apple's position is that we try to get every part of it right and only release it when it's ready." The Siri voice assistant will also only be adapted "in stages" and will benefit from Apple Intelligence "over the coming year", Federighi said. Apple's challenge here is also to combine the assistance function, which can be used to control your garage, for example, with answering questions. "There is a trade-off between the individual capabilities," he said. "Will these worlds converge? Yes, of course."
Among the first features of Apple Intelligence are the Writing Tools, which help with composing emails, summarizing notifications, iMessage messages and emails, and the ability to intelligently delete parts of images in photos. Image generators such as Genmoji or "Image Playground" for creating comic-like drawings will come later. In the interview, Federighi also emphasized how much importance Apple places on protecting privacy in its AI approaches. To this end, the company has developed its very own server technology (Private Cloud Compute, PCC), which does not even require content to be decrypted.
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