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CUPERTINO, California—Apple announced earlier this year that its long-delayed Siri upgrade, announced this week as "Siri AI," would use Google's Gemini language models. What the company confirmed at its Worldwide Developers Conference yesterday was that it also ran on Nvidia hardware installed in Google servers. But the company is still making the same privacy promises it did before, when all of its AI models were either running locally on your devices or on Apple-controlled server hardware.
For years, Apple has touted user privacy as a key benefit of using its platforms. Its cloud services use encryption that's intended to keep other people—including Apple employees—from being able to gain access to it. And the company has long advertised its use of on-device processing for things like scanning images, keeping as much data as possible from leaving your device in the first place.
But with Apple Intelligence, Apple has run up against the limits of its own hardware. The kinds of language and reasoning models that can run locally on an iPhone or Mac are relatively small, limiting their capabilities and accuracy. Apple's Private Cloud Compute system was a partial solution but relied on Apple's own server hardware; to get the kind of capacity it would need to support Siri AI, Apple would have had to commit to a huge data center buildout that it has so far avoided.
Today at its pre-filmed Worldwide Developers Conference keynote, Apple was finally prepared to fully introduce the long-delayed "Apple Intelligence" update for its Siri voice assistant. The new "Siri AI"—now being promised for OS updates rolling out "this fall"—will come alongside a new Google-powered update to Apple's on-device Foundation Models, as well as tighter integration of all these AI capabilities across Apple's many operating systems.
Unlike other companies that "appear to be racing forward, seemingly pursuing AI for the sake of AI, with little regard for the people... it's meant to serve," Apple's SVP of Software Engineering Craig Federighi said, "we believe that truly helpful AI must be centered around you and your needs."
The company highlighted this kind of focus in a series of scripted conversational demos with Siri AI, complete with seemingly unedited, multi-second pauses between each spoken prompt and Siri's response. In these demos, Apple executives showed Siri AI bouncing between different usage modes and app-based tasks as needed in an effort to highlight how Apple Intelligence can now be used "well beyond one-shot tasks" for a "brand new conversational experience" with the virtual assistant.
OpenAI is reportedly exploring legal options after Apple's ChatGPT integration into its products didn't live up to the AI firm's expectations.
When the deal was announced, Apple likened features linking Siri to ChatGPT to its now-infamous deal embedding Google search in the Safari browser, insiders granted anonymity to discuss the "strained" partnership told Bloomberg. And the promise of that excited OpenAI, which expected the deal "could generate billions of dollars per year in subscriptions," an OpenAI executive granted anonymity to discuss the partnership told Bloomberg.
Instead, OpenAI suspects Apple intentionally failed to promote the integration and fears that the deal may have damaged the ChatGPT brand, sources said.
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