Apple is about to launch its own "Apple Smart"
According to Mark Gurman from Bloomberg, Apple is expected to announce significant artificial intelligence updates for iPhone, iPad, and Mac at the upcoming Worldwide Developers Conference next week. However, Apple will not refer to its system as "artificial intelligence" like other companies. The system is reported to be named "Apple Intelligence" and will be provided in the new versions of the operating systems for iPhone, iPad, and Mac.
Apple Intelligence, also known as AI, is separate from the ChatGPT chatbot launched by Apple in collaboration with OpenAI. Apple's internal AI toolkit includes features such as assisting with message composition, photo editing, and text summarization. According to Bloomberg, some AI functions will run on the devices, while others will be processed through cloud computing, depending on the complexity of the task.
The name seems a bit straightforward. Although this is the first time we have heard the actual name Apple has chosen for its AI, it is not surprising that Apple has selected a unique brand name for its artificial intelligence system. Apple typically labels its technology with its own distinctive tags, even if it is building something similar to other tech giants. For example, when Apple released Vision Pro, the underlying technology was referred to as "spatial computing" instead of virtual reality.
However, Apple may have a hard time convincing users of its AI's competitive advantage. A report from The Wall Street Journal this week detailed Apple's lag in the AI race. It is reported that Apple's AI team responsible for AI struggles to keep up with the innovation pace of other departments within the company. When ChatGPT was released in 2022, it is said that the company's leadership requested other teams to incorporate generative AI into their products, outside of the dedicated AI team.
This year's WWDC will undoubtedly focus on AI, and it is widely believed that this is something Apple must excel at. After years of lackluster releases, this tech giant hopes to inject new vitality into its brand through AI.
