On October 22, it was reported that Apple is currently preparing a response to artificial intelligence tools and plans to develop related functions for its full range of devices。

After the emergence of ChatGPT, a number of large technology companies have followed suit, and have launched self-developed AI tools.。For example, Microsoft and Google have launched generative artificial intelligence versions of their search engines.。Not only that, Microsoft and Google also released the office software intelligent assistant Copilot and Duet AI, and has started commercialization.。Amazon also launched an AI-enhanced version of its smart assistant Alexa。

While other large technology companies are enthusiastically chasing the AI wave and rushing to release AI products, Apple is like an "outsider," not releasing major products and features about AI, or disclosing the company's AI layout to the outside world.。

There are a lot of concerns (within Apple) about this, say people familiar with the matter, that this was quite a misstep。He also said that one of the most important efforts within Apple at this stage is to deal with this AI boom sweeping the tech industry.。

John Giannandrea and Craig Federighi, Apple's senior vice president for artificial intelligence and software engineering, are spearheading internal AI-related work.。In Apple's team, the two men are known as the "executive sponsors" driving generative AI.。In addition, Apple's head of services Eddy Cue is now involved。

Giannandrea is currently overseeing the development of the underlying technology for Apple's new AI system, and his team is improving Siri.。A new, smarter version of Siri could be released as early as next year。

Meanwhile, Federighi's software engineering team is adding artificial intelligence to the next version of iOS.。Companies are demanding to refine it with features that run on large language models (LLMs), which will use large amounts of data to hone AI capabilities。New features should improve the way Siri and Messages answer questions and auto-complete sentences。

Apple's software engineering team is also considering integrating generative AI into development tools like Xcode, a move that could help app developers write new apps faster.。This would align Apple with services like Microsoft's GitHub Copilot, which provides developers with auto-completion recommendations as they write code.。

Cue's team is pushing to add AI to as many applications as possible。The team is exploring developing new features on Apple Music, including automatically generated playlists, which Spotify launched earlier this year in partnership with OpenAI.。

In addition, Cue's team is working on how to use generative AI to help people write in apps like Pages or automatically create slides in Keynote.。However, this is also similar to the features Microsoft has introduced for its Word and PowerPoint products.。In addition, Apple is testing generative AI for its AppleCare department's internal customer service applications.。

Despite this, there are still concerns about Apple's AI technology, and it is believed that Apple's artificial intelligence functions may take a long time to become popular in its product line.。

In addition, people familiar with the matter said that Apple is debating how to deploy generative artificial intelligence.。Arguments include whether generative AI is to be deployed as an entirely on-device experience, cloud-based, or something in between.。If applied to devices, it will run faster and help protect privacy, but when deployed through the cloud, Apple's LLM will allow more advanced operations。

Adopting a strategy that runs on the device would make it more difficult for Apple to adapt to the rapidly changing industry environment by updating its technology.。With that in mind, it would seem more plausible if the company took a combined approach of using devices to handle certain functions and using the cloud to handle more advanced tasks, but it would also be more difficult to develop and require more R & D funding.。

It is reported that Apple expects to spend about $1 billion per year on the above-mentioned artificial intelligence projects.。This investment may seem like a lot, but compared to other large technology companies in AI "crazy money," Apple's investment is somewhat conservative.。

In its second-quarter earnings this year, Google's parent company disclosed its quarterly capital expenditure of 68.$900 million, up from $6.3 billion in the previous quarter。Ruth Porat, Alphabet's chief financial officer, said on a conference call that the bulk of capital spending in the quarter was "meaningful investments" in servers and AI computing.。Microsoft's R & D investment is close to Google's.。In the fiscal fourth quarter ended June 30, Microsoft spent 67 percent on research and development..$3.9 billion。

According to Amazon's second-quarter results, which ended June 30, the company expects to invest more than $50 billion in capital for the full year 2023.。Amazon CEO Andy Jassy said in a phone call that every business within Amazon is currently running multiple generative artificial intelligence initiatives。Jassy said: "This (referring to AI) will become the core of our work.。This is a major investment and focus for us.。Not only that, Amazon is also learning from Microsoft and setting its sights on external startups.。Last month, Amazon invested $4 billion in San Francisco-based artificial intelligence company Anthropic.。Previously, Microsoft invested more than $10 billion in OpenAI, maker of ChatGPT.。

Unlike the various "pie-painting" and AI strategy blueprints of other tech companies, Apple has much less "voice" on AI.。This may be related to the conservative view of AI at the top.。Apple's CEO Cook has previously expressed cautious optimism about the emergence of artificial intelligence services.。He believes that while the technology has great potential, there are "many issues that need to be addressed."。

Cook said on an earnings call that Apple already uses artificial intelligence in most of its product lines, including features like fall detection on smartwatches.。He said the company would continue to add the technology to more products, but would do so "with great thought."。

Although Apple has revealed very little about its internal AI plans, the media broke out in July this year that Apple is doing AI-related projects internally.。Apple has built an internal AI framework to create large language models (LLMs), codenamed "Ajax," and is also testing "Apple GPT" chatbots.。The report also mentioned that Apple is aiming for a major announcement related to artificial intelligence next year。However, Apple has not responded to the relevant reports.。

For Apple, even if it develops more AI-related technologies, it is still unknown whether the technology can be comparable to competitors and how effective it will be in its products.。But it cannot be denied that the impact of AI on the technology industry is disruptive, and as a technology company, Apple will never "ignore AI."。But what exactly is Apple's layout of AI, the company needs to reveal more information to know。