😵 Apple's secret AI master plan

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TLDR; Apple is rumored to announce AI-enabled devices and functionality to their next lineup of products at WWDC 2024. Powered by the latest model of silicon processors.

👉 The what and the why

While competitors like Samsung and LG and shipping AI-powered devices left and right, Apple seems to be laying very low.

Recently, however, rumors were sparked that Apple is releasing AI functionality in their next line up of devices (expected to be announced at WWDC 2024).

Insiders are claiming that improvements to Siri, Shorts, and more can be expected. And while there is no shortage of AI-powered devices on the market, Apple is looking to distinguish themselves in a few primary ways:

• On-device processing: Apple already has a range of privacy-focused features and “AI Siri” looks to be no different. By primarily processing requests locally and using cloud-based processing only when necessary a major privacy concern is solved.

• Limited integrations: While a voice-assistant needs to be able to assist it also should only have access to information that is relevant. Limiting access to only apps needed or using consent-based access, is likely to be Apple’s approach.

Why now?

Historically Apple has always been the kind of company that quietly sits in the back observing competitors only to later out of nowhere release a banger of a product.

This seems to be the case this time around as well.

AI is in an incredibly fast-improving phase right now. And releasing a product with lackluster functionality is not a look Apple wants to be associated with.

They rather opt to be late with a quality product, than early with a half-done product. Quality over quantity essentially.

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👉 The implications for you

These improvements are likely to mark a major shift in the way we use AI in our every day lives.

Currently the primary ways the average user interacts with AI or LLMs is through text-based interfaces similar to a chat, e.g. ChatGPT or Perplexity.

With this (still unconfirmed) functionality coming to the Apple ecosystem, users may organically shift from relying on dedicated apps to simply using it embedded in the operating system.

Globally this will push competing companies to push the boundaries of what AI can do for its users simply with their phone.

On-device processing, tight integrations with the operating system and installed apps will likely become standard.

🔥 Our take on it

While this is all still unconfimred rumors we believe it greatly affect a lot of small businesses and startups.

Today there are hundreds if not thousands of what is usually referred to as GPT-wrappers. Essentially product plugging straight into ChatGPT via their API and slapping a fancy UI on top.

These type of products will likely start seeing its demise as users soon will be able to use the exact features but directly in their phone’s operating system.

Big companies like Apple may take longer to enter the playground but ultimately it seems only these giants are able to fully take advantage of the capabilities of AI and LLMs.

Only time will tell.

👋 See you on Thursday!