fishbox| Apple's AI strategy unveils: Project Greymatter leads the future, teaming up with Google and OpenAI to challenge new heights in AI

Apple (AAPL)FishboxUs) will unveil its new strategy in the field of artificial intelligence at next month's Global developers Conference. At the core of this strategy is Project Greymatter.FishboxDesigned to integrate artificial intelligence tools into core applications such as Safari, Photos, Notes, and enhance operating system functions, such as notification systems. Apple's new direction is focused on providing everyday tools for ordinary consumers, rather than just pursuing technological coolness.

Faced with major artificial intelligence announcements from competitors such as Microsoft, Google and OpenAI, Apple needs to prove to consumers and investors that it is also innovative in artificial intelligence. As a result, Apple plans to spend a lot of time at the conference introducing its new features related to artificial intelligence.

These new functions will run mainly on devices to handle less computationally intensive tasks, while more complex tasks will be pushed to the cloud. IOS 18 and macOS 15 will include software to more intelligently determine whether tasks are processed locally or in the cloud. IPhone, iPad, and Mac chips launched last year will support functions on most devices, while cloud components are supported by M2 Ultra chips in the data center.

This year, Apple is developing several new features, including voice memo transcription, AI retouched photos, Spotlight search optimization, improved Safari web search, and automatic email and text messages. At the same time, Siri will also be upgraded to provide a more natural interactive experience based on Apple's own large language model. Siri on Apple Watch will also be more advanced and handle mobile tasks. Developer tools, including Xcode, will also receive AI enhancements.

A compelling feature is to bring generative AI to emoticons, which allows you to create custom emoticons in real time based on the content of text messages sent by users. In addition, the main screen of iPhone will also be modified to allow users to customize the color and layout of the application icon.

Smart summary technology will also be introduced to provide users with missed notifications, personal text messages and summaries of web pages, news articles, documents, notes and other forms of media.

In the process, Apple must assure consumers of its commitment to privacy. For years, Apple has stressed the benefits of device processing and how to better protect data security. Despite sending potentially sensitive information to the data center, Apple will stress that its cloud-based AI feature will remain private.

To explain the shift, Apple may stress that it will not build customer profiles, a practice that GOOGL.US and Meta Platforms Inc. (META.US) have been criticized for. At the same time, Apple may highlight the security features of its M-series chips, although that may not be enough to win the support of all privacy advocates.

How does Apple respond to the fierce competition in the AI field?

Apple shows its unique strategy and advantage to catch up with its competitors in the field of artificial intelligence. At present, Apple has not launched its own-designed chat robot, which makes it temporarily absent from the chat robot market, which has attracted the most attention in the field of artificial intelligence. However, Apple has not stopped exploring and innovating.

Apple is looking to make up for this deficiency by building partnerships. Apple is understood to have held talks with Google and OpenAI about integrating their chatbots into iOS 18. Although the deal with Google has not yet been finalized, Apple has reached a partnership agreement with OpenAI CEO Sam Altman, which will be a highlight of the upcoming Global developer Conference (WWDC).

But this cooperation is both an opportunity and a challenge for Apple. On the one hand, the cooperation with OpenAI gives Apple the most advanced chat robot technology in the industry, which will undoubtedly enhance its advantage over competitors such as Samsung. On the other hand, the instability of OpenAI also brings some risks to Apple. Last year, OpenAI experienced a period of upheaval, when Sam Altman was ousted as CEO, which undoubtedly cast a shadow over the company's future.

Still, Apple is actively exploring the possibility of working with other partners, such as Google, to provide more options. This shows that Apple's layout in the field of artificial intelligence is diversified and forward-looking. Through these partnerships, Apple will buy itself valuable time until its chatbot technology matures.

At the same time, Apple's exploration in the field of artificial intelligence is still ongoing. It is reported that Apple is considering promoting these new features in the form of a preview version, indicating that the relevant technology is not yet fully mature. This is reminiscent of what happened when Siri was launched as a beta in 2011, and despite fierce competition, Siri still feels like a beta.

Summary

Generally speaking, although Apple's catch-up in the field of artificial intelligence is full of challenges, its huge user base and the spirit of continuous innovation will give it a place in the future artificial intelligence competition.

At the same time, the developments of other technology companies also reflect the rapid changes and emerging opportunities in the technology industry. For example, Sonos recently launched Ace headphones, with its unique Wi-Fi synchronization function and superior sound quality, is expected to occupy a place in the headphone market. And startup Humane Inc. He suffered a setback after the launch of his favorite product and is now seeking to sell it. In this era full of variables, only by constantly innovating and adapting to changes can we be in an invincible position in the fierce market competition.

Although Apple may not be ahead in the field of artificial intelligence, its huge user base and popular brand image will provide strong support for the promotion of its new features. Later this year, hundreds of millions of Apple devices around the world will support these AI functions, which will undoubtedly quickly make Apple an important player in the field of artificial intelligence.

Notably, Apple has also appointed a fourth director of diversity and inclusiveness since 2017. Cynthia Bowman, a senior employee at Bank of America, will become the new head of diversity, while current vice president Barbara Wye will retire later this year.

Although CEO Tim Cook attaches great importance to the job, building a good track record in the position remains challenging. Wye's predecessor, Christy Smith, left after a few years in office, and Dennis Young-Smith, the original director, left less than a year after making controversial comments.