Apple's Approach to Artificial Intelligence

Have you understood Apple’s AI strategy? My latest article decodes their nuanced approach with Apple Intelligence, Siri, and ChatGPT.

In technology, some media tend to oversimplify, which can create confusion. They would benefit from better explaining certain concepts to avoid misunderstandings. Several media outlets have misinterpreted the partnership between OpenAI/ChatGPT and Apple, giving the impression that Siri uses OpenAI's engine. In reality, the situation is much more nuanced and intelligent.

I was particularly curious to watch this year's WWDC keynote to discover Apple's approach to artificial intelligence. Like it or not, when Apple introduces a new technology, it significantly propels it into the mainstream.

It is always fascinating to see how Apple, after observing its competitors rush to release new features first, positions and brands its products and technological innovations.

Key Points to Remember from the Keynote:

1. Rebranding AI by Apple:

Unlike Google and its competitors, Apple avoids the term "AI" (Artificial Intelligence) and instead creates "Apple Intelligence." By naming its platform this way, Apple emphasizes its secure and private ecosystem. It's a marketing and communication masterstroke, highlighting an artificial intelligence focused on security and a deep understanding of personal behaviors.

2. The Role of ChatGPT in the Apple Ecosystem:

Once you understand the importance of Apple Intelligence within the ecosystem, the role of ChatGPT becomes clear. ChatGPT is used for tasks that Apple Intelligence does not cover: connecting to the web and searches unrelated to personal data, like finding the best brownie recipe. This allows Apple to avoid potential issues caused by AI hallucinations, which have created serious problems for competitors like Google.

3. Evolution of Siri:

Although Siri handles 1.5 billion queries per day, it needed a significant update. Apple has repositioned Siri as an assistant and a guide, transforming it into an interface that determines whether requests should be handled within Apple's private ecosystem or passed on to external models like ChatGPT.

Final Thoughts

In summary, the solution proposed by Apple offers the best of both worlds for users. Firstly, Apple continues to innovate by integrating technologies thoughtfully and securely while providing an exceptional user experience. Secondly, this approach allows users to benefit from powerful new models. It has been clearly stated that ChatGPT will be ONE OF the available models, which suggests that Siri will be able to connect with upcoming engines as they emerge.

This flexibility allows Apple to protect its brand by separating it from potential issues or mishaps that new AI advancements might bring. If something goes wrong, it will be Sam's fault 😉