Apple, known for its intense secrecy, has been working silently on state-of-the-art artificial intelligence and machine learning technologies. During the annual developer’s conference, WWDC, the company announced several significant AI features, including an improved iPhone autocorrect, which is based on a machine learning program using a transformer language model. Unlike its rivals, Apple wants AI models on its devices, running on the iPhone, bypassing a lot of the data privacy issues that cloud-based AI faces.
New AI Features for iPhones
Apple announced several new AI features during the WWDC 2021, including an improved iPhone autocorrect feature based on a machine learning program using a transformer language model, which is the same technology underpinning ChatGPT. The technology will learn from how the user texts and types to get better. In addition, Apple introduced an AI feature that enables the iPhone to identify the user’s pet and put all of their pet photos in a folder.
The new autocorrect feature is particularly impressive because it’s running on the iPhone, while models like ChatGPT require hundreds of expensive GPUs working in tandem. On-device AI bypasses a lot of the data privacy issues that cloud-based AI faces. When the model can be run on a phone, then Apple needs to collect less data in order to run it.
Apple’s Control of Its Hardware Stack
Apple’s control of its hardware stack, down to its own silicon chips, allows the company to pack new AI circuits and GPUs into its chips every year. This control of the overall architecture allows it to adapt to changes and new techniques. Apple wants AI models on its devices, unlike its rivals, who are building bigger models with server farms, supercomputers, and terabytes of data.
Apple’s Approach to AI
Apple prefers the phrase “machine learning,” instead of “artificial intelligence,” and talks about the feature the technology enables. The company has been intensively secretive for decades and prefers not to talk about specific AI models, the training data, or how it might improve in the future. Instead, Apple simply mentions the feature and says that there is cool technology working behind the scenes.
For example, one of the most audacious features announced on Monday was Apple’s new Digital Persona feature, which makes a 3D scan of the user’s face and body and can recreate what they look like virtually while videoconferencing with other people while wearing the Vision Pro headset. Apple also announced several other new features that used the company’s skill in neural networks, such as the ability to identify fields to fill out in a PDF.
Apple has silently been working on state-of-the-art artificial intelligence and machine learning technologies, and during the annual developer’s conference, WWDC, the company announced several significant AI features. Unlike its rivals, Apple wants AI models on its devices, running on the iPhone, bypassing a lot of the data privacy issues that cloud-based AI faces. Apple’s control of its hardware stack allows the company to adapt to changes and new techniques. Though Apple prefers not to talk about specific AI models, the company has introduced several new AI features that will benefit iPhone users.
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