Apple reveals its AI ambitions ahead of iPad launch

Apple is about to hold an iPad launch event on Tuesday, followed by the Worldwide Developers Conference (WWDC). Between these two important events, artificial intelligence (AI) is expected to play a role in Apple's entire ecosystem. Key role. It indicates that Apple is planning to integrate AI technology more extensively in its products and systems to improve user experience and enhance the intelligence level of its services.

While the focus is usually on the latest hardware at Apple's upcoming event, a special launch event on Tuesday at 10 a.m. ET, investors and consumers alike want to know more about whether the tech giant is as well How to plan a bold move into leveraging artificial intelligence. It further shows that the market has shown strong interest in Apple’s trends and innovations in the field of AI.

The secretive Cupertino company hasn't revealed anything specific, but recent leaks have confirmed what the first event logo last month revealed: new iPads are on the way. It is reported that this is confirmed according to a report by well-known Apple product reporter Mark Gurman.

While Apple can be expected to announce a slew of new features and apps to take advantage of the upgraded hardware, industry analysts and observers may have to wait until next month for firm news and developments in the field of artificial intelligence.

In June, Apple will hold its annual Worldwide Developers Conference (WWDC), at which artificial intelligence technology is expected to be deeply integrated into Apple's entire ecosystem.

Most notably, Gurman said Apple plans to replace or enhance its virtual assistant Siri with generative AI models by partnering with OpenAI or Google. Hot on the heels of similar moves, Apple is also reportedly planning to add AI-powered snippets and autocomplete features to its Pages, Numbers and Keynote apps. These potential improvements herald the major steps Apple may take to make its products and services more intelligent, aiming to improve the user experience and product market competitiveness.

According to a report by Bloomberg, Apple’s software development tool Xcode is likely to add artificial intelligence capabilities to remain competitive with Microsoft’s Copilot and GitHub Copilot. In addition, chatbots utilizing generative artificial intelligence technology will be used to enhance AppleCare’s customer service experience. Even Apple Music is expected to get an AI upgrade, allowing the platform to create Spotify-like personalized playlists. These moves show Apple’s strategic plan to integrate AI technology into various product lines.

Meanwhile, Apple insiders claim that Safari, the native iPhone web browser, will also receive an AI upgrade, including an advanced content blocking tool called Web Eraser. The Apple-centric outlet also said the company is developing an AI-powered visual search feature.

Apple talked about AI in its latest quarterly earnings call last week, with CEO Tim Cook saying that AI saves lives with the Apple Watch.

Discussing the company's artificial intelligence (AI) and machine learning (ML) technologies, Tim Cook said Apple is leveraging these advanced technologies to develop features with life-saving potential, such as those enabled by the Apple Watch. Heart rate monitoring and fall detection. He emphasized that Apple views generative AI as a key opportunity in the company's product development and believes that Apple has unique advantages in this field that can enable it to stand out in a highly competitive market.

He even said that the company's current MacBook Air laptop is "the most suitable consumer laptop for artificial intelligence."

When pressed on whether AI would become a major factor in consumer purchasing decisions, when software upgrades typically don't generate the same attention as new hardware, Cook declined to say more.

When asked whether artificial intelligence would become a major factor in consumer purchasing decisions, especially since software updates don't typically attract the same level of attention as new hardware releases, Cook didn't answer directly.

"Obviously, I don't want to get ahead of our announcement, but we will be releasing more information as the weeks unfold," he said.

While Apple isn't as prominent as Google, Microsoft and Amazon in the global artificial intelligence race, the company says it has been using the emerging technology for years.

Cook told Reuters in August that Apple has long been conducting extensive research on artificial intelligence technology, including generative artificial intelligence. He emphasized that the company is committed to continuous investment and innovation, and will responsibly apply these technologies to product development, with the aim of using these advanced technologies to enrich and improve people's lives.

In November, she performed on "At Your Service" with singer Dua Lipa Speaking on the Your Service podcast, Apple CEO Tim Cook emphasized that artificial intelligence needs to be developed with safety in mind.

Cook believes that for new generative artificial intelligence, some rules and regulations need to be formulated. Many governments around the world are concerned about how these rules will be enacted, and Apple is working to assist in the process. Cook emphasized that Apple was one of the first companies to propose the need for regulation of AI. They believe that appropriate regulation is crucial to the healthy development of AI technology.

In December last year, Apple launched MLX, an open source machine learning framework for its M-series central processing units (CPUs). Apple's move marks its entry into a field of machine learning usually dominated by Linux and Microsoft. By launching MLX, Apple not only demonstrates its independent research and development capabilities in machine learning technology, but also provides the developer community with new tools and possibilities, further promoting the development of machine learning and artificial intelligence in the entire industry.

In February, Apple partnered with the University of California, Santa Barbara to develop software called Multimodal Large Language Model Guided Image Editing (MGIE). This technology is an advanced AI model that is able to edit and generate images based on natural language descriptions. This achievement not only demonstrates Apple’s in-depth research and innovation capabilities in the field of artificial intelligence, but also reflects its technological progress in combining image processing and language understanding.

Just last month, Apple launched its own series of small AI language models, named OpenELM, in order to compete with Microsoft's Phi-3 and other AI language models. These models come in different parameter sizes, including 270 million, 450 million, 1.1 billion and 3 billion parameter versions, designed to provide diverse solutions to suit different application needs. By releasing OpenELM, Apple is providing developers and researchers with new tools to further advance the fields of natural language processing and machine learning.

Apple's aggressive moves in artificial intelligence have drawn the attention of regulators, including U.S. Senator Elizabeth Warren. She emphasized the importance of the antitrust lawsuit against Google and pointed to a possible deal with Apple. This shows that as competition among technology giants in the AI ​​field intensifies, regulators are paying close attention to market dynamics to ensure the fairness of competition and the healthy development of the market.

Senator Warren's comments may point to the influence of large technology companies in the market and the potential impact that cooperation or competition between them may have on consumers, market competition and technological progress. As AI technology continues to advance and its application scope expands, regulators are expected to continue to pay attention to the behavior of these companies to prevent abuse of market position and protect consumer interests.

Warren commented on X that Google holds 90% of the search engine market and pays Apple huge sums of money to make Google Search the default search engine on Apple devices. She also raised questions about future developments, suggesting that Google may be discussing the possibility of integrating its artificial intelligence tools into iPhones with Apple. The comments reflect regulatory concerns about cooperation among technology giants and its impact on market competition.

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