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Over the past few months, every major tech company has jumped into the generative AI game to capitalize on the current trend and cement its standing in this burgeoning field. That is, every major tech company except one: Apple. The tech giant has been conspicuously absent from the AI arms race thus far, but that might change soon. According to a new report from Bloomberg, Apple is looking to join the fray soon and is working on its own large language models internally. It’s even testing an AI chatbot employees refer to as AppleGPT.
The new report on Apple’s internal operations comes from Bloomberg, and it states the company is currently developing a suite of AI tools with the hopes of competing with OpenAI’s ChatGPT, which is the current darling of the generative AI craze. It’s so popular Microsoft has invested $10 billion into the company and has already integrated its AI features into Bing search while also prepping it to be included with Windows 11 itself with a feature it calls Windows Copilot. Google has its own chatbot named Bard, and Meta has announced AI features for its platforms are its biggest investment currently. Meta has several public-facing generative AI tools, including Voicebox for AI-created audio.
ChatGPT is a useful tool for a wide variety of purposes, assuming you don’t trust its results wholeheartedly.
Credit: @emilianovittoriosi on Unsplash
The report states that Apple has created a framework to build new large language models it could deploy across its collections of hardware and software. The project is codenamed Ajax, and although Apple reportedly has the tools to create many new AI-based technologies, it isn’t quite sure how to package them into useful features for its customers, according to the report. In addition to having already created several large language models, it’s also created its own chatbot to compete with Bard and ChatGPT. The company’s current iteration of this is its voice-activated assistant Siri, long the butt of internet jokes for its inability to perform simple functions.
Another sticking point for the company is addressing privacy with any AI-based system, as privacy is part of the Apple brand. Technologies like ChatGPT scrape the web for content, which it can then regurgitate in response to queries. This has resulted in at least one lawsuit and sparked a debate over copyright protections for content scanned by AI systems. Apple takes privacy seriously enough that it’s currently threatening to pull iMessage and FaceTime from the UK if regulators change the law to force it to hand over customer data without a hearing or the ability to appeal the decision.
It was previously reported that Apple was experimenting with “natural language generation” to improve Siri. Still, the company has plans beyond that simple upgrade to its beleaguered assistant. CEO Tim Cook acknowledged the company’s plans in May when he noted the tidal wave of AI services flooding the market, stating Apple would also deploy them eventually, but only in a “thoughtful” way.
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