Apple is refraining from AI hype talk but working on AI and ML extensively.
Over growing concerns that Apple is not keeping up with the growth in AI and going to lose out to competitors potentially, Apple announced that AI and ML are fundamental core technologies and that they are “virtually embedded in every product that [they] build.”
Tim Cook was asked about the company’s plan for AI during the Worldwide Developers Conference. He mentioned that Apple has been looking into artificial intelligence for years, and that investment was amping up in the segment.
On a research basis, we’ve been doing research for on AI and machine learning, including generative AI, for years. We’re going to continue investing and innovating and responsibly advancing our products with these technologies to help enrich people’s lives. Obviously, we’re investing a lot, and it is showing up in the R&D spending that you’re looking at.Tim Cook, Chief Executive, Apple
Over at the AI and ML careers page, Apple has listed several teams for which developers can apply, including Machine Learning Infrastructure, Deep Learning and Reinforcement Learning, Natural Language Processing and Speech Technologies, Computer Vision, and Applied Research.
Notably, Apple’s iPhone sales have slumped but the services offerings (subscriptions, for example) are compensating for it with a larger slice.
It’s entirely possible that Apple is working extensively on AI tools and hardware behind the scenes and simply refraining to be a part of the AI hype train by releasing a product that’s subpar or not polished enough. Holding back in this way will also allow the company to learn from the mistakes of others and potentially build a better product. There is already talk of an internally-used Apple GPT.