The annual Apple WWDC has arrived as scheduled this year.
However, if we must find the highlights of this year’s WWDC and the areas that the outside world is truly interested in, Apple’s layout in the field of AI is undoubtedly the most important.
When a group of tech players represented by Google and Microsoft begin to focus on AI, and Apple abandons its car manufacturing plans while redirecting some personnel to the AI department, the attention from the outside world towards Apple’s AI efforts has increased with anticipation.
Nevertheless, just like Apple’s unusually cautious approach to any new field, its layout in AI appears even more meticulous.
This time, Apple refers to its AI layout as “Apple Intelligence”.
It is evident that Apple’s cautious approach to AI does not satisfy the capital market.
As seen from the stock market reactions after the Apple event, Apple’s share price dropped by 1.9%, while Google and Microsoft experienced increases, hinting at dissatisfaction.
Therefore, if we simply consider Apple’s layout in AI from this year’s WWDC, it is premature to believe that Apple has redefined AI.
As the highlight of this year’s WWDC, Apple’s AI layout was announced in the final segment.
Evidently, Apple is attempting to pique the interest of the outside world by presenting in this manner.
Unlike other players who refer to AI as “AI”, Apple calls it “Apple Intelligence”.
It is clear that Apple is trying to differentiate itself from other players by introducing this new definition to offset its lag in AI development.
According to the announcements made during the event, the “Apple Intelligence” suite will prioritize alerts, summarize text, generate images, and allow AI commands to run across apps (such as email, maps, calendar, and locally stored personal information).
Furthermore, “Apple Intelligence” will enable cloud computing on dedicated servers using Apple chips to ensure the privacy and security of user data. This refers to AI functions that “must operate in the cloud”.
With the support of “Apple Intelligence”, Siri will become smarter, more natural, and closer to real-life contexts and personalization. A new feature “Type to Siri” has been added, allowing users to input what they want to do by double-tapping the bottom of the display, such as setting an alarm. It is reported that more new features will be introduced next year to enhance Siri, including a screen awareness feature that allows Siri to understand the content on the screen and take actions on behalf of the user within applications.
It is worth noting that users can request the system to use ChatGPT to respond while using Siri and a range of applications. Just like OpenAI’s policy, free users can use GPT-4o without creating an account, and paid users of OpenAI can associate their accounts to access premium features. Apple has stated that more AI models will be introduced in the future.
In addition to the mentioned layout, Apple also introduced an “Emoji AI Generator” and will support developers to utilize it.
Through Apple’s AI layout, it is evident that although Apple is trying to differentiate itself from other players by calling AI “Apple Intelligence”, the applications it has released related to AI have always been centered around AI.
Perhaps this is the reason why the capital market is not satisfied with Apple’s AI layout at this year’s WWDC.
If we simply consider Apple to have redefined AI based on its performance at the event this year, it is clearly premature.
Although Apple’s AI layout did not bring surprises to the outside world, it seems that Apple has found a new way and method to participate in the AI battle.
It is known that the current AI market is entering a new battleground between open source and closed source.
Players represented by ChatGPT believe that open source is the future direction for AI large models, while players represented by Baidu believe that closed source is the true future direction for AI large models.
As the debate continues on whether AI should be open source or closed source, Apple seems to have chosen a “middle path”, utilizing its own AI for transformations within its ecosystem and collaborating with large model players like ChatGPT to offset user discomfort during usage.
In summarizing Apple’s AI layout strategy, it appears to be a combination of open source and closed source, aiming to create a new AI ecosystem.
This strategy bears some resemblance to Apple’s layout in the IOS system.
When the AI era arrives, Apple is trying to continue its past success by allowing developers to participate in creating a new system different from Android.
As the AI era approaches, Apple is attempting to enjoy the benefits brought by the AI era through this method, focusing more on AI applications and views rather than innovation in AI underlying technologies and algorithms.
In this aspect, Apple relies more on players like ChatGPT.
When the outside world has high expectations for Apple’s proprietary AI, and Apple has not introduced any AI applications that catch the attention of the public, it is obvious that the capital market will not be pleased, leading to a natural decrease in stock prices.
As AI development enters the competitive stage, especially when the direction of the AI market becomes clear, solely focusing on models, techniques, and applications will inevitably face more challenges and dilemmas.
For Apple, its cautious approach to AI has already caused it to miss out on the first wave of AI dividends. To make a mark in the AI era, especially to maintain its market position, Apple must choose a new development path different from the current red ocean market.
From this perspective, Apple’s new development path combining open source and closed source is seen as following the footsteps of other AI players.
As they become overwhelmed in the AI market, especially when they cannot find a new exit, the emergence of “Apple Intelligence” provides a new way for them to think.
Through this new approach, Apple is no longer a standalone AI participant competing face-to-face with others. Instead, by opening up its system, it is bringing AI players into its ecosystem to promote development and maintain its market position.
This can be considered a good method and approach.
It can be said that the AI market has moved past its initial dividend period, and the competition in the AI market has shifted from concepts and layouts to new stages of technology and price development.
In this new stage, Apple needs to strengthen its in-house AI to better adapt to its ecosystem and applications. Additionally, Apple needs to bring in more powerful and leading AI players to enhance its ecosystem.
This time, Apple is deepening its collaboration with ChatGPT, which will likely lead to the inclusion of other AI players.
As a result, Apple’s ecosystem will become a new battleground for AI players. This move will undoubtedly have an immeasurable positive impact on improving Apple’s ecosystem and engaging Apple users.
From this perspective, we may truly understand why Apple’s AI layout is referred to as “Apple Intelligence” rather than AI.
When Apple attempts to offset its lag in AI layout through this method, which indeed brings positive impacts, we must also acknowledge that AI is starting to become a mere tool.
For future AI development, the real challenge for players is how to make applications more user-friendly and widely adopted, rather than focusing solely on underlying technologies.
For Apple, one important reason why it refers to its AI layout as “Apple Intelligence” is that it recognizes the direction of AI development has shifted from early technical competitions to current application-based competitions.
If Apple missed the opportunity to seize the first wave of AI dividends, the emergence of “Apple Intelligence” truly declares Apple’s attempt to open its ecosystem to bring in more AI players and capture new development dividends.
For an AI market trapped in a deep deadlock, Apple’s attempts and layout undoubtedly provide a new solution to this unsolvable problem.
In the future, players who wish to make a mark in the AI era and break free from the current AI deadlock must find a development path similar to Apple’s.
From this perspective, Apple offers a new solution to an AI market stuck in a deadlock.
For the AI market, players who will truly shape future development are not just the open-source faction represented by ChatGPT or the closed-source faction represented by Baidu, but players like Apple who combine open source and closed source.
Therefore, if we say that “Apple has redefined AI,” its exploration and practice of a new direction in AI are aspects worth paying attention to.
Conclusion
As the annual WWDC unfolds, Apple’s AI layout finally reveals its mysterious veil.
Contrary to the expectations for Apple to release its own AI large models, it defines its AI layout as an intelligent suite.
In simple terms, Apple sees AI more as a tool to promote the development and prosperity of its ecosystem.
From this perspective, Apple has found a “third way” in AI, as evidenced by its collaboration with ChatGPT.
This redefines the development of AI, and the roles and definitions of AI are becoming clearer.
This could be the beginning where AI transitions from the laboratory to everyday use.
In this light, Apple emerges as a herald of a new AI era.
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Author: Meng Yonghui, Senior Writer, Columnist, Industry Observer, Renowned KOL, Digital Economy Scholar.
