Apple is reportedly developing several artificial intelligence features for the upcoming iOS 18 update. In addition to heavily investing in AI technologies, the Cupertino tech giant is in talks with major players like Google, Baidu, and OpenAI to integrate their AI engines into upcoming iPhones. The latest newsletter by Mark Gurman suggests that Apple is also developing its own large language model (LLM) to power AI features on iPhones. This means that iPhone AI features would be powered by Apple’s own LLM, running on-device to prioritize privacy and speed.
According to Mark Gurman, “All indications” suggest that the LLM will be entirely on-device. This means that AI features will run on-device rather than using cloud services like existing AI services. On-device models offer faster responses than sending requests through a cloud service, and they can also function offline in areas with limited or no connectivity.
While Apple’s on-device AI tools offer advantages like quicker response times and better privacy, they may be less capable of complex tasks compared to cloud-based rivals. To tackle this issue, Gurman proposed that Apple could improve its capabilities by integrating technology from Google and other AI service providers.
Recent reports indicate that Apple is in discussions with Google to integrate a Gemini Artificial Intelligence engine into an iPhone. This collaboration could potentially boost the capabilities of Apple’s on-device AI.
The focus of Apple’s AI strategy seems to be on enhancing user experiences in daily tasks rather than on complex capabilities and power. For example, an on-device LLM could improve auto-reply suggestions for Messages or provide more accurate responses to common Siri requests.
Apple is expected to unveil its AI goals at the annual Worldwide Developers Conference scheduled for June 10 to June 14. At the event, the tech giant is likely to showcase the first look at iOS 18 and its AI features, providing a clearer picture of what to expect from the iPhone 16 series.
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