Apple is gearing up to showcase its artificial intelligence (AI) capabilities at the upcoming Worldwide Developers Conference (WWDC) in 2024. Although the company may not have the most impressive AI features compared to its rivals, it is relying on its vast user base to gain an advantage in the AI race.
Unlike Microsoft, Google, and OpenAI, which have recently made significant AI announcements, Apple is taking a more practical approach.
The company plans to introduce AI tools that consumers can easily integrate into their daily lives, such as voice memo transcription, photo retouching, and enhanced notifications.
At the heart of Apple’s AI strategy is Project Greymatter, a set of AI tools that will be integrated into core apps like Safari, Photos, and Notes.
The system will process less computing-intensive tasks on the device itself, while more demanding features will be handled in the cloud using M2 Ultra chips located in data centers.
One of the features Apple is developing is the ability to create custom emojis on the fly based on the user’s text conversations.
This will provide users with a more personalized and expansive emoji experience beyond the current catalog offered on Apple devices.
To address the growing demand for AI-powered chatbots, Apple has partnered with OpenAI to integrate ChatGPT into iOS 18.
The company is also working on a potential agreement with Google to include its Gemini chatbot as an option for users. These partnerships will help Apple compete in the chatbot market while it continues to develop its own solution.
Apple faces the challenge of maintaining its commitment to privacy while implementing cloud-powered AI features.
The company has long touted the benefits of on-device processing for data security and has criticized rivals for their data collection practices.
To address this concern, Apple is expected to emphasize that it will not build customer profiles and will highlight the security features of its M-series chips used for cloud processing.
Although some of Apple’s AI features may be playing catch-up to its competitors, the company’s massive user base could quickly make it the largest AI player once these capabilities are rolled out.
With hundreds of millions of Apple devices worldwide, the adoption of these new AI features is likely to be swift and widespread.
