Despite the AI revolution, Apple remained notably silent on the matter during the latest reveal of its product lineup, which included the Vision Pro mixed reality headset. In the race of tech giants that includes Microsoft and Google, who have been explicit about integrating AI into their operations, Apple chose a more subtle route.
The buzz around generative AI surged after OpenAI launched ChatGPT, demonstrating the technology’s ability to produce human-like content. Amid this AI frenzy, Apple remained grounded, refraining from explicit mentions of AI in their products.
This strategic silence, some argue, arises from the tech giant’s hesitation towards the term “AI”, which often triggers dystopian imaginations of rogue machines. Therefore, similar to TikTok or Facebook’s Meta, Apple integrates AI into their products without excessive emphasis on the term.
Also Read: Apple Vision Pro: A Revolutionary Leap into Augmented Reality and Virtual Reality
Indeed, AI played a significant role at Apple’s recent annual event, albeit it required an understanding of technical nuances to recognize it. For instance, Apple’s head of software mentioned “on-device machine learning” would enhance iPhone’s autocorrect, which is an AI technology. Similarly, Apple’s new app, Journal, will utilize “on-device machine learning”, again, a veiled reference to AI.
The upcoming Vision Pro headset will also extensively employ AI to facilitate features like generating a user’s digital persona for video-conferencing. Despite these implementations, the company’s conspicuous avoidance of the AI terminology has raised eyebrows among analysts, leading to speculations about Apple losing ground against competitors.
However, despite the setback with Siri, Apple’s primary focus as a device company is on the user experience on its premium devices, where AI functions as a tool rather than the goal itself.
The news is based on Malaymail website.
