Key Takeaways:
Apple is planning to give its virtual voice assistant Siri a brain transplant to make it more conversational and responsive to compete with AI-powered large language models (LLMs) like OpenAI’s ChatGPT.
Apple Finally Realizes Siri Lags Behind in the AI Race
According to a New York Times report, the decision came after the company’s top software executives Craig Federighi and John Giannandrea spent weeks testing ChatGPT to realize that the chatbot’s ability to write poetry, create computer code, and answer complex questions, made Siri look weak.
Cupertino introduced Siri in 2011 as a virtual assistant on the iPhone. It has since been incorporated into all Apple products, including the Mac, iPad, Vision Pro, Apple Watch, HomePod, Apple TV, and Airpods.
However, the voice assistant has been limited to individual requests for years and has never been able to converse with the user. On the other hand, LLMs like ChatGPT and Microsoft’s recently launched Copilot can understand what a user asks and effortlessly answer follow-up questions.
In recent years, Siri has been heavily criticized for feeling stagnant and often misunderstanding voiced questions, or simply offering a webpage with related information instead of directly answering.
Apple’s Biggest Reorganization in Decades Will Focus on Powering Siri and Operating Systems with Generative AI
The realization that generative AI technology has leapfrogged Siri has set in motion a renaissance at Apple, with the tech giant deciding to make its most significant restructuring in years. Determined to catch up in the AI race, Apple has made generative AI its pole project – a label the company uses internally to reorganize employees for once-in-a-decade initiatives.
The Silicon Valley behemoth is expected to showcase its AI work at this year’s annual Worldwide Developers Conference (WWDC). A revamped Siri that is more conversational and versatile would be part of the parcel, according to three unnamed sources familiar with the matter.
The new Siri will be powered by a generative AI system, allowing it to hold conversations rather than simply respond to commands one at a time. Apple hopes its virtual assistant will get better at tasks it already does and be able to take on new abilities like summarizing text, messages, and chatting.
There were also discussions about licensing complementary AI models that power the chatbots from its rivals, including OpenAI, Microsoft, Google, and Cohere.
iOS 18 Will Introduce New Generative AI Features for the iPhone
Apple insiders suggest that the generative AI processing by Apple will notably happen on-device, which will be a departure from how LLMs like ChatGPT operate – by sourcing information from massive data centers and cloud servers to process users’ queries.
Apple is currently testing AI-powered real-time transcription on its Voice Memos and Notes apps. Insiders familiar with the matter said they have been working on AI summarization and greatly enhanced audio transcription for several of its next-gen operating systems.
The capabilities are being tested as feature additions to several app updates that are scheduled with the release of iOS 18 and the iPhone 16 series. The features are also expected to make their way to the corresponding apps in MacOS 15 and iPadOS 18, slated for release in Q3 2024.
The Times also reports that the company is looking at using the iPhone and Mac processors to power the algorithms’s servers and increasing the iPhone’s memory to support Siri’s new AI capabilities.
During Apple’s annual shareholder meeting in February, CEO Tim Cook said the tech giant was “currently investing significantly” in the AI sector. The chief executive also teased about a big generative AI-related product announcement happening soon.
Apple’s Lackluster Start to 2024 In Need of an AI Boost
A major AI-related announcement would be a positive development for Apple in what has been a tough year for the company so far. Apple started the year on the backfoot after losing its smartphone market share to Samsung, lackluster sales in China – its largest market after the United States, and being hit with a $1.95 billion fine by the European Commission after being accused of abusing its position as a market leader.
Furthermore, the company is also the subject of an antitrust lawsuit in the US, brought against it by the Department of Justice (DoJ). Apple denies all wrongdoing in the DoJ’s charges and plans to appeal the EU ruling.
Apple’s WWDC event kicks off on June 10th, during which the iOS 18 with a revamped Siri and other generative AI capabilities is expected to be unveiled.
More News: iOS 17.5: All The New Features Coming To The iPhone
