Apple’s big AI rollout at WWDC will reportedly focus on making Siri suck less

Apple will reportedly focus its first generative AI improvements on powering Siri’s spoken language. sources speaking with The New York Times they say that company leaders realized this at the beginning of last year ChatGPT It made Siri look outdated. The company allegedly decided that the large language model (LLM) principles behind OpenAI’s chatbot could give the iPhone’s virtual assistant a much-needed shot in the arm. Thus, it is reported that Apple will present a new version of Siri equipped with generative artificial intelligence WWDC keynote on June 10.

Apple senior vice presidents Craig Federighi and John Giannandrea tested ChatGPT for weeks before realizing that the company’s Siri looked outdated. (I would argue that the epiphany came about a decade too late.) What happened next NYT It describes it as Apple’s “most significant reorganization in more than a decade.”

The company sees generative AI as a tentpole area worth committing a lot of resources to address once a decade. You may remember the company He canceled the $10 billion “Apple Car” project earlier this year. Apple has reportedly assigned many of these engineers to work on generative artificial intelligence.

Apple executives allegedly fear that AI models could eventually replace established software like iOS, turning the iPhone into a “dumb brick” by comparison. The first wave of custom AI devices we reviewed were clunky, clunky, and generally unconvincing Human AI Pin and Rabbit R1, not good enough to pose a threat. But that could change as software evolves, other smartphone makers incorporate more AI into their operating systems, and other hardware makers have a chance to innovate.

So, at least for now, it looks like Apple isn’t creating direct competitors to generative AI powerhouses like ChatGPT (words). The middle of the journey (pictures) or ElevenLabs (voices). Instead, it will launch with updated iPhone models with new Siri and expanded storage to better handle local processing. In addition, the company will reportedly add a text summarization feature to the Messages app.

Apple's John Ternus stands in front of a digital slide of the M4 chip.Apple's John Ternus stands in front of a digital slide of the M4 chip.

Apple’s M4 chip (shown next to VP John Ternus) can help process native Siri requests. (Apple)

Apple’s first foray into generative AI, if NYT‘s sources are true, it sounds like a less immediate threat to creators than some might imagine. His May iPad event, the company released a video putting together the new iPad Pro, showing various creative tools crushed by a hydraulic press. The clip served as a perfect metaphor for the (legitimate) fears of artists, musicians and other creators trained on artificial intelligence models and replaced by those tools as content creation becomes more normalized.

Thursday, Apple apologized for the ad and said it had canceled plans to air it on television.

Samsung and Google have already downloaded their flagship phones various generative AI features This is far from improving their virtual assistants. These include tools for editing photos, creating text, and enhancing transcription (among other things). These features typically rely on cloud-based servers for processing, whereas Apple’s approach would prioritize privacy and handle requests locally. So Apple will probably start with a more streamlined approach that continues to improve on what’s already there, as well as keep most or all of the processing on-device.

The New York Times‘ sources add that Apple’s internal culture of secrecy and privacy-focused marketing is holding back its AI development. John Burkey, a former Siri engineer, told the paper that the company’s tendency to delete information shared by different departments was another major culprit behind Siri’s failure to thrive in the distant past. where was the helper when it was launched The day before Steve Jobs died in 2011.

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