Introduction
Apple unveiled a range of new artificial intelligence features during its software developer conference in Cupertino, California, signaling a commitment to enhancing its technology while addressing regulatory challenges.Context
The company's latest announcements feature modest updates, focusing on practical applications of AI, such as live translation during phone calls. This approach is more about enhancing everyday experiences than pursuing the bold AI ambitions touted by competitors.A year after falling short in delivering significant AI-based enhancements to products like Siri, Apple has maintained a low-key profile, sharing that its technology can assist users in tasks like locating similar products they have spotted online. Apple's software chief, Craig Federighi, emphasized the strategy of providing developers access to both Apple’s proprietary tools and rival offerings.
Developments
Federighi highlighted a crucial shift, stating, "We're opening up access for any app to tap directly into the on-device, large language model at the core of Apple." This represents a move toward integrating AI capabilities into Apple’s ecosystem, allowing third-party developers to utilize the foundational AI model behind certain features.The company showcased these developments in an early demonstration that incorporated image generation from OpenAI's ChatGPT into its Image Playground app, reinforcing its commitment to user data privacy.
Industry analysts provided insight into Apple’s approach, with Ben Bajarin noting that the company is prioritizing backend innovations that may not resonate widely yet. Apple's challenges are compounded by ongoing technical and regulatory hurdles, reflected in a decline of 1.2% in its share prices on the day of the announcement.
Comparing Apple's efforts to those of competitors, Thomas Monteiro expressed concerns about the incremental nature of Apple's updates in a competitive landscape where other firms are making bold strides in AI.
On the operational front, Apple executives acknowledged that developers will access a version of Apple Intelligence that is on-device, distinct from the extensive capabilities of cloud-based models. The on-device model contains approximately 3 billion parameters, limiting its ability to perform more complex tasks typically handled by cloud solutions.
Federighi also announced plans for a significant redesign across all of Apple's operating systems, introducing a new design aesthetic referred to as "liquid glass," characterized by partially transparent icons and menus. This redesign reflects advancements in the processing power of Apple’s custom chips over the last decade.
The update will apply to a range of devices, standardizing naming conventions by adopting year designations instead of continuing with sequential numbering. This change addresses confusion as Apple’s operating systems for various products have progressed independently over time.
In a notable shift in focus, Apple plans to incorporate familiar Mac features into the iPad, which may signal a strategic repositioning towards how it markets its devices.
New features also include "Call Screening," where iPhones will answer calls from unknown numbers, prompting the caller to state their purpose. Following this, users will receive a transcription, improving call management. Additionally, Apple introduced live translation capabilities during phone calls, which will function even if the caller uses a different device.
Furthermore, the Visual Intelligence app will see enhancements, enabling users to analyze items displayed on their iPhone screens. For example, individuals can point their camera at a jacket online and utilize the app to locate similar options for purchase through installed applications.