Apple reportedly plans to roll out new artificial intelligence (AI) features this year, using data centers with its own custom-designed processors. This strategy is part of Apple's broader push to integrate AI into its product lineup.
Gadgets360 reported that the tech giant, according to sources familiar with the matter, plans to install powerful chips in its cloud computing servers to perform advanced AI tasks, while simpler functions will be handled on devices like iPhones, iPads and Macs.
This approach is in line with Apple's generative AI ambitions, an area where Apple is lagging behind the competition. The technology powering tools like ChatGPT has fueled the AI wave, prompting Apple to accelerate its own initiatives. At the upcoming Worldwide Developers Conference on June 10, the company is expected to outline its ambitious AI strategy.
It is reported that Apple's cloud-based AI operations will initially use the M2 Ultra chips, which debuted in the Mac Pro and Mac Studio, and that future iterations will include the M4 chip. This shift from Apple's traditional emphasis on on-device processing represents a new direction and suggests a move toward more complex AI tasks that require cloud computing.
Additionally, the report highlights that these cloud-based AI capabilities will support functions such as summarizing news articles and creating detailed replies to emails, while simpler tasks such as summarizing missed iPhone notifications will be handled by device-based processors. Apple's AI-powered services will roll out this fall with iOS 18, aiming to balance user privacy with powerful AI functionality. The company is confident that the Secure Enclave approach can maintain data security.
Although Apple initially plans to use its own data centers, it could eventually rely on external facilities, similar to current iCloud services. Apple Chief Financial Officer Luca Maestri hinted at this strategy during a recent earnings call, noting that a mix of internal and external resources has served the company well.
The tech giant is investing heavily in its AI infrastructure and has spent hundreds of millions of dollars on its cloud-based initiative over the past three years. However, the company still faces gaps in its offering and is in discussions with Google and Alphabet's OpenAI about integrating chatbots into the iPhone and iPad.
CEO Tim Cook highlighted Apple's unique approach to AI during the company's earnings call, highlighting the benefits of Apple's seamless hardware, software and services integration. While Cook refrained from detailing specific plans, he underscored Apple's focus on privacy, suggesting it would be a key differentiator as the company embraces AI.
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Published: May 10, 2024 4:19 PM IST