It’s commonly believed that Apple needs to catch up in the race to harness the power of artificial intelligence (AI). As Google, Microsoft, and OpenAI are revolutionizing our interactions with technology, Apple’s AI efforts are limited to modest enhancements of features like autocorrect. However, this perspective might need to include the bigger picture.
While the tech world races ahead in AI, Apple remains unperturbed, meticulously planning its entry. But is this a case of falling behind or a strategic masterstroke?
The Apple Way
Apple’s approach to innovation has often been characterized by a “wait and watch” strategy. This approach, initiated by Steve Jobs and Steve Wozniak and continued by current CEO Tim Cook, involves observing a sector’s growth, understanding the early adopters’ needs and the challenges developers face, and then stepping in with a refined solution.
Is Apple applying the same strategy to AI? A recent Bloomberg report suggesting that Apple invests over a billion dollars annually in its AI project makes it plausible. While a billion dollars may sound substantial, it is a fraction of Apple’s estimated $64 billion cash reserve and yearly profit.
The Siri Evolution
Apple’s current AI focus is transforming Siri from a simple voice assistant into an AI powerhouse. Given Apple’s extensive experience in AI at the chip and platform level, the company is well-positioned to take this crucial step.
However, Apple’s commitment to privacy presents a unique challenge. The company must do more than roll out a potent cloud-based AI. Instead, the most logical path forward is a hybrid approach that balances powerful AI capabilities with stringent privacy standards.
Timing is Everything
One of Apple’s potential missteps may have been underestimating the public’s willingness to adopt relatively unfinished and potentially untrustworthy AI products. The rapid pace of AI development starkly contrasts Apple’s usual slow and steady approach.
But make no mistake, Apple is far from idle. With the necessary resources and market reach, Apple is poised to significantly impact the AI space as we approach the release of iOS 18 in 2024.
Thus, assessing Apple’s progress in AI-based solely on its spending or the time it’s taking to achieve its goals might need to be revised. Much like the iPad, iPhone, iMac, MacBook, Apple IIe, and Macintosh, Apple’s AI product, likely a more advanced Siri, will arrive in its own time and potentially disrupt the AI landscape as we know it.