Apple has been widely criticised for its missteps when it comes to AI. An updated Siri is way overdue and the promise of Apple Intelligence has not come to fruition. But it has not all been bad news as the industry approaches an AI bubble.
What the world has come to realise is that getting AI right is incredibly expensive. The vast amounts of computing power needed to power today’s models and its environmental impact are starting to bite. Investors are wary as the billions of dollars that have gone into AI are showing little sign of return on investment. There’s speculation that we are seeing a repeat of the dot com era with an AI bubble about to burst.
On the other side of the equation we have the laggard: Apple. While playing catch up on the technology front, it has not plundered its cash reserves or sought external investment.
Apple has lost many AI experts from its team as AI initiatives have not panned out. Most recently, John Giannandrea, the senior vice president for Machine Learning and AI Strategy, retired (or was asked to retire depending on various rumours). The recent deal with Google has covered that the loss of personnel. This will give Apple the AI push it needs to catch up with the rest of the tech world.
Is Apple is playing catchup or leapfrog
Apple will continue to develop an internal AI program. The Google deal buys Apple the time it needs to get its AI ducks in a row. We know that Apple has the money to invest in the required R&D. And its investment in high-performance computer chips will enable it to run its own cost effective hardware.
While the pundits have been criticising Apple over its AI efforts, this is playing utility much like many other Apple successes. It did not deliver the first MP3 players, smartphones, tablets or slim laptops. But they looked at what worked and didn’t work and created their own way of doing things.
Steve Jobs famously avoided paying attention focus groups or market trends. He believed that Apple should show people what was possible. Perhaps he was channeling Henry Ford who is often quoted as saying “If I had asked people what they wanted, they would have said faster horses.” when he was creating the first mass market cars.
It seems that Apple might be working straight from that playbook.
Anthony is the founder of Australian Apple News. He is a long-time Apple user and former editor of Australian Macworld. He has contributed to many technology magazines and newspapers as well as appearing regularly on radio and occasionally on TV.