Apple is keen to demonstrate that its approach to artificial intelligence is safer, better, and more useful than its competitors’. While this might sound like mere marketing, it appears to be working.
Unlike companies like Google, Microsoft, and Amazon, which have been vocal about their AI advancements, Apple had remained silent for years. Recently, however, Apple executives have started to open up. Craig Federighi, Eddie Cue, and leading researchers claim that Apple has long been an AI leader, integrating advanced machine learning into its products without much fanfare. They emphasized that future innovations, including improvements to Siri, are on the way.
Apple distinguishes its AI efforts with a strong emphasis on data security and privacy, setting it apart from competitors. While acknowledging AI’s transformative potential, Apple steers clear of the more speculative aspects of the field, such as the pursuit of superintelligence. “It’s a technique that will ultimately be a very Apple way of doing things,” said one executive, highlighting the company’s unique approach to AI.
