During Monday’s WWDC 2024 keynote, Apple mentioned “AI” a total of three times. Compare that to last month’s Google I/O keynote, where the search giant mentioned “AI” more than 120 times. Clearly, Apple doesn’t want its upcoming machine learning features for iPhone, iPad, and Mac to be associated with a catchy term. nvidia and microsoft soaring.
Instead, Apple is shamelessly marketing AI as ‘Apple Intelligence.’ Some of the features Apple showcased included AI-powered email. correction, audio transcription, and image editing are all available for Windows, Google, and Samsung devices. But Apple is also putting its own twist on generative AI by introducing features that Android doesn’t have, such as on-device image generation called Genmoji. The question is why isn’t Apple saying “AI” at the same clip as Google, Samsung, or Microsoft?
One argument is that it has to do with Apple’s dedicated users.
“I think this kind of slow, cautious approach is consistent with the fact that there is enough user lock-in to provide a little extra runway or cover,” he said. Andy ChaiProfessor of Information Systems at the Leavey School of Business at Santa Clara University. He has been teaching students about Apple for decades.
Apple has a much more sticky customer base than its Big Tech competitors, making them less likely to jump to other products or platforms. Some of the stickiness, like limiting messaging in iMessage and creating factions of iPhone users, was intentional on Apple’s part. Sometimes, the company’s obsession with ease of use makes it a great platform for those who don’t want to waste time customizing their devices.
With a focus on making Apple products aspirational yet easy to use, the Cupertino-based company A $2.6 TRILLION COMPANY. However, this valuation lags that of Microsoft, which is reaping significant rewards on Wall Street for its AI investments, particularly its partnership with ChatGPT maker OpenAI. (Perhaps Apple will now experience a similar shock. previous heightGiven that one of the things revealed at WWDC 2024 is that they are partnering with OpenAI)
Apple doesn’t need to be flashy in embracing AI, but could instead make “Apple Intelligence” a background element of the features users love. This approach would allow Apple to avoid some of the concerns people have about generative AI, for example by scaling back its image-generating capabilities. abuse Just like teenagers making deepfake nudes of their classmates.
Of course, there’s the argument that Apple is avoiding the fact that it’s trying to catch up with rivals who have been touting their next-generation AI capabilities for months.
“The pessimistic view is that Apple is slow to respond,” Tsay said. “But the optimistic view is that they are taking the time to do it carefully and thoughtfully to make sure that it actually solves the customer’s problem and that it works.”
Apple did not immediately respond to a request for comment.
We’ve already seen Google’s major AI mistakes, including generating images of historical figures wearing Nazi military uniforms and telling it to add glue to pizza. Critics say these mistakes show that Google rushed Gemini AI to market while OpenAI, Microsoft and others blazed the trail.
Apple doesn’t seem to feel that pressure. We already have a customer base willing to pay a premium for a product that works well. According to Tsay, “I don’t think you need to swing for the fences when you’re a king.”
Take a look at this: OpenAI’s ChatGPT comes to Apple apps
