Apple has been charged with missing the artificial intelligence party early on. Apple’s public-facing image concentrated on iPhone sales and “spatial computing,” while its rivals were busily turning to generative artificial intelligence and funding billions of dollars on training chips and cloud services.

This caused experts and journalists to question whether Steve Jobs’ mansion was lagging behind its nearest rivals. Then, in June of 2024, the market itself seemed to validate those worries as Nvidia passed up Google, Apple, and Microsoft to rank among the most valuable companies on Earth.

Apple usually keeps its ambitions under wraps. Although it is a publicly traded firm and so subject to some disclosures, it always moves to the tune of a different drum in terms of marketing, advertising, and consumer expectations.

When a recently published pre-print research study exposed how Apple’s “Foundational Language Models,” the AI driving “Apple Intelligence,” were constructed and trained, it defied company policy of secrecy.

Instead of utilizing the most commonly used chips worldwide, Nvidia’s H-100, or expanding its own chip catalog with a fresh or upgraded Apple AI chip, turned to Google.

The Apple study indicates that the new basic model was trained on more than 10,000 Tensor Processing Units (TPUs), Google’s AI chips, of which the bulk were TPUv4s and a little over 2,000 were TPUv5s.

Although there are reasons to argue about availability (Nvidia’s chips are sometimes pricey and difficult to get), Apple, the most valuable corporation in the world as of Aug. 10, with a market capitalization of $3.28 trillion, most definitely can buy the market leader’s chips.

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According to a Bloomberg report, Apple Intelligence will integrate AI services across Apple’s suite of products through a hybrid onboard/cloud approach. iPhones and iPads will utilize discrete hardware for certain AI services, while more complex tasks will rely on cloud services. This strategy aims to balance consumer privacy for basic functions like predictive text and typing suggestions with the need for cloud support for more advanced generative features. Apple will reportedly collaborate with OpenAI to incorporate ChatGPT, despite OpenAI’s partnership with Microsoft for cloud services.

In addition to these advancements, Apple plans to significantly enhance Siri. Once a pioneer in virtual assistants, Siri has lagged behind Competitors like Samsung, which has adopted modern generative technologies. The revamped Siri is expected to handle detailed instructions for personalized tasks, such as deleting specific emails or editing photos.

However, the announcement of “Apple Intelligence” has not been well-received by social media and tech news pundits, who have criticized the nomenclature. This skepticism reflects a broad concern that Apple has been slow to enter the generative AI market, especially as Microsoft and Google have aggressively pursued AI development to secure their positions in the tech industry.

Despite the negative initial reception, Apple’s entry into generative AI with features like AI-generated emojis, an upgraded Siri, and the integration of Apple Intelligence into its ecosystem might help the company maintain its market dominance throughout 2024.

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