Opinion | Apple finally answers AI questions, and a little bit about ChatGPT

Over the past two years, as artificial intelligence has stormed into the public consciousness, Apple has been remarkably quiet. Apple is a mature 48-year-old company by Silicon Valley standards, and a veteran by AI standards. To younger competitors, the company's lack of an AI strategy was a welcome sign of decline. Wall Street more or less agreed. It wasn't just the silence and age that raised doubts, but Apple's corporate nature. The company is a $3 trillion control freak. It takes every nasty part of technology and tames it with engineering and design until it feels orderly, inevitable, and above all, profitable. How do you do that with AI, a technology that burns cash and can't be fully explained, let alone controlled?

At the company's Worldwide Developers Conference (WWDC) on Monday, Apple offered the answer. It's not a sexy answer, nor is it a risky one; it's so aligned with the values ​​of a wealthy 48-year-old that the entire presentation could have been conducted by a couple of bonobos. But it's the first rational theory of AI for the masses that I've heard, and it does what every good corporate strategy should do: identify a gaping hole in the market and make sure it overlaps precisely with your company's strengths.

[In an interview with Josh Tyrangiel, Tim Cook explains how Apples new AI will enhance your work and life, with guardrails.]

Let's start with the theory. Apple thinks a lot of the discussion about AI in recent years is complete insanity. John Giannandrea, Apple's senior vice president of machine learning and AI strategy, said after WWDC: “We're trying to help people in their daily lives. We're not trying to create sentient humans. That's nonsense. To talk about AI as a new species, as the CEO of Microsoft AI did recently, seems like total nonsense to me. It's a technology, and we're trying to apply it in the most practical, useful way.”

Early in the development process, Apple bet the franchise that most people don't want a trillion-parameter neural network, because most people have no idea what those words even mean. People want an AI that can navigate their calendar and email to tweak their day a little. They want Siri to do multi-step tasks, like finding photos of their kid in a pink coat for Christmas and putting them together into a movie with music they like. If the AI ​​were to generate its own visuals, they would prefer emojis based on their friends' descriptions, not deepfakes. And, of course, they want Apple's usual guarantees of privacy.

Follow this author Josh Tyrangiel's opinion

Apple calls these AI-driven tasks Personal Context. Both are meaningful improvements for the iPhone, where over a billion people do most of their computing and generate the majority of Apple's profits. And while these tasks require relatively small bursts of computing power, this is where AI generates its biggest costs. By constraining itself, Apple says it can run most of these functions with a 3 billion parameter AI model. This model is entirely contained within the device, with no communication with external servers, so there are no privacy risks. This sounds easy, but from an engineering perspective, it's incredibly hard unless you manufacture your own silicon, run your own supply chain, and train your own AI models with licensed, high-quality data. The benefits of being a control freak.

There is a belief among disruptors that Apple doesn't deserve any credit for this strategy. They argue that Apple was caught off guard by the sudden emergence of large AI models and didn't have the foresight to create its own giant foundational model like Open AI's ChatGPT, so it's just relying on smaller models. With a lot of Silicon Valley pride at stake, Apple is saying “shut up.”

Still, Apple acknowledges that some tasks are too complex for smaller AI models to handle. For medium-sized jobs that require web searches, the company has built an array of private cloud servers that can be called upon for help; the company says that user data is never accessed or stored by Apple or any other company. And for the largest AI tasks, it has integrated an external product into the iPhone user experience: ChatGPT.

Wait, what? Isn't Apple the old man that OpenAI is trying to take down? Isn't OpenAI the chaotic kid that wants to move fast and break things, threatening to flip the car over on Apple?

When Silicon Valley partnerships seem contradictory, it usually means one side is temporarily taking advantage of the other. The Apple executives I spoke to were not too pleased about OpenAI’s recent self-inflicted PR blow, but acknowledged that ChatGPT is the best and most powerful consumer AI on the market. (GPT-4 has about 1.5 trillion parameters, an 18-wheeler compared to an iPhone-powered three-wheeler.) For iPhone users who want to analyze thick PDFs or do generative writing or coding, the free integration of ChatGPT without having to create an account is a pretty nice perk. And the iPhone operating system asks for the user’s permission before referencing queries to ChatGPT.

For OpenAI, access to Apple's user base is literally priceless. The ability to penetrate the lives of even a tiny fraction of iPhone's 1.4 billion users while simultaneously gaining the tacit endorsement of one of tech's most respected gatekeepers would help broaden the company's already wide reach. My hunch is that both sides will get something out of this deal and then go their separate ways.

For Apple, the path seems set. The company will use AI as a life hacker, improving email to save time and creating little creative delights that draw users ever deeper into Apple's devices. It will be safe, profitable, and inevitable, so all friction will be removed. It won't even be called artificial intelligence. In an act of sublime marketing hubris, Apple has decided to market this new product frontier as something else: Apple Intelligence. Great dad joke.

Sources 1/ https://Google.com/ 2/ https://www.washingtonpost.com/opinions/2024/06/11/apple-intelligence-chatgpt/ The mention sources can contact us to remove/changing this article

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