This year’s Apple WWDC has arrived as scheduled. However, if we must pinpoint the highlights of this year’s WWDC and the areas that the outside world truly cares about, Apple’s layout in AI is undoubtedly the most important one.
As tech giants like Google and Microsoft shift their focus to AI, and with Apple abandoning its car project and redirecting some personnel to the AI department, the attention towards Apple’s AI efforts has increased with a sense of anticipation.
Nevertheless, just like Apple’s cautious approach to any new field, its AI layout appears even more meticulous. This time, Apple refers to its AI layout as “Apple Intelligence.”
It is evident that Apple’s cautious approach to AI is not satisfying the capital market. This can be seen from the 1.9% drop in Apple’s stock price after the conference, while Google and Microsoft experienced an increase, indicating a hint of dissatisfaction.
Therefore, it would be premature to simply assume that Apple has redefined AI based on its AI layout at this year’s WWDC.
As the highlight of this year’s WWDC, Apple’s AI layout was presented in the final segment. Clearly, Apple is trying to whet the appetite of the public with this kind of setup.
Unlike other players who refer to AI as “AI,” Apple calls it “Apple Intelligence.” It is evident that Apple is trying to differentiate itself from others by using this new designation to offset its lag in AI layout.
According to the announcements made at the conference, the “Apple Intelligence” suite will prioritize push notifications, summarize texts, generate images, and allow AI commands to run across applications (such as email, maps, calendar, and locally stored personal information). Additionally, “Apple Intelligence” will enable cloud computing mode on dedicated servers using Apple chips to ensure the privacy and security of user data, particularly for AI functions that require cloud operation.
With the support of “Apple Intelligence,” Siri will become smarter, more natural, and closer to real-life contexts and personalized. A new “Type to Siri” feature has been added, allowing users to input commands by double-tapping the bottom of the screen, such as setting an alarm. It is reported that more new features will be introduced next year to enhance Siri, including a screen-awareness feature that allows Siri to understand the content on the screen and take actions on behalf of the user within applications.
It is worth noting that users can request the system to call upon ChatGPT to respond during the use of Siri and a range of applications. Similar to OpenAI’s policy, free users can use GPT-4o without creating an account, and paid users of OpenAI can link their accounts to access premium features. Apple has stated that it will introduce more AI models in the future.
In addition to the aforementioned layout, Apple has also introduced an “Emoji AI Generator” and will support developers in utilizing it.
Through Apple’s AI layout, it is clear that while Apple is trying to differentiate itself from other players by calling AI “Apple Intelligence,” the applications it has released related to AI have always revolved around AI.
Perhaps this is why the capital market is not satisfied with Apple’s AI layout at this year’s WWDC. If we simply assume that Apple has redefined AI based on its performance at the conference this year, it would be premature.
Although Apple’s AI layout did not bring any surprises to the outside world, it seems that Apple has found a new way and method to participate in the AI battle.
We all know that the current AI market is entering a new battle between open-source and closed-source. Players like ChatGPT believe that open-source is the future direction for AI large models, while players like Baidu believe that closed-source is the true future direction for AI large models.
As the debate on whether AI should be open-source or closed-source continues, Apple seems to have chosen a “middle path.” For its own ecosystem functions and applications, Apple tends to use its own AI for transformation, while for players like ChatGPT who rely on large models, Apple prefers to cooperate with them to alleviate user discomfort during usage.
In summary, Apple’s approach to AI layout seems to be a combination of open-source and closed-source, aiming to create a new AI ecosystem. This approach shares some similarities with Apple’s layout on the IOS system.
The success of Apple’s IOS system is attributed to its independent system, allowing developers to participate and release their applications, creating a new system distinct from Android. As the AI era approaches, Apple is trying to continue this strategy to enjoy the benefits brought by the AI era.
From this perspective, Apple’s definition of AI is more reflected in its views and applications of AI rather than innovation in AI’s underlying technology and algorithms. For this, Apple relies more on players like ChatGPT.
When there is great expectation from the outside world for Apple’s proprietary AI, and Apple fails to release AI applications that catch the public’s attention, it is evident that the capital market will not approve, resulting in a natural decline in stock price.
As AI development enters a competitive phase, especially as the market direction becomes clear, the focus is shifting towards better user application and dissemination, rather than just technological advancements.
For Apple, naming its AI layout “Apple Intelligence” is a recognition of the shift in AI development towards applications rather than early-stage technological competition. If Apple missed the opportunity to seize the first wave of AI era dividends, the emergence of “Apple Intelligence” truly indicates that Apple is attempting to leverage its ecosystem by integrating more AI players to capture new development dividends.
In a market that seems to have reached a dead end, Apple’s attempt and layout undoubtedly provide a new solution to this seemingly unsolvable problem. In the future, players who want to excel in the AI era and break the deadlock in the AI market’s new stage will need to find a development path similar to Apple’s.
Apple has provided a new solution for the AI market that has fallen into a deadlock. The future leaders of AI development will not solely belong to the open-source advocates represented by ChatGPT or the closed-source advocates represented by Baidu, but to players like Apple who integrate open-source and closed-source approaches.
Therefore, if we say that “Apple has redefined AI,” its exploration and practice of AI’s new direction are indeed another aspect worth paying attention to.
Conclusion:
As the annual WWDC unfolds, Apple’s AI layout finally reveals its mysterious veil. Different from the public’s expectation of Apple releasing its own AI large models, Apple defines its AI layout as an intelligent suite.
In simple terms, Apple sees AI more as a tool to promote the development and prosperity of its ecosystem. From this perspective, Apple has found a “third way” in AI, as evidenced by its collaboration with ChatGPT.
This redefinition of AI by Apple marks a clear and distinct role and definition for AI. Starting from here, AI may truly enter the homes of ordinary people.
In this light, Apple emerges as a pioneer in the AI era, paving the way for a new era of AI.
By Meng Yonghui, Senior Writer, Columnist, Industry Observer, Renowned KOL, Digital Economist.
