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Apr 12, 2001
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Apple's shift to develop its own AI technology to keep up with competitors was today detailed in a The New York Times report.

Apple-Silicon-AI-Optimized-Feature-Siri-1.jpg

Citing sources familiar with Apple's work, the report explains that the decision to revamp Siri was taken early last year by Apple's most senior executives. Senior vice president of software engineering Craig Federighi and senior vice president of Machine Learning and AI Strategy John Giannandrea are said to have spent several weeks testing OpenAI's ChatGPT to understand the ways in which the competitor made Siri look antiquated. The Siri team purportedly failed to receive attention and resources compared to other groups inside Apple, and the company has struggled to recruit and retain leading AI researchers.

Apple executives are said to be concerned that AI threatens the iPhone's market share because it has the potential to become a more compelling operating system with an ecosystem of AI apps that undermine the App Store. Apple apparently fears the iPhone becoming a "dumb brick" compared with other technology.

This conclusion triggered a significant reorganization at Apple amid determination to catch up in the race to develop AI tools. The company moved to reallocate employees and resources toward AI, and the change of strategy was a contributing factor in the decision to cancel its electric vehicle project. Apple's upcoming iPhone 16 models will supposedly feature more memory to support AI features.
Apple is expected to reveal a series of AI tools at its WWDC keynote on June 10, including an improved version of Siri that is more conversational and capable, with the ability to "chat" rather than merely respond to individual queries. The company is working on making Siri better at handling tasks such as setting timers, creating calendar appointments, adding items to Reminders, and summarizing text. Apple plans to market the new version of Siri as a more private alternative to rival AI services because most requests will be processed on-device rather than remotely in data centres. See the full The New York Times article for more information.

Article Link: Report: Revamped Siri to Be at the Core of Apple's New AI Strategy
 
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sw1tcher

macrumors 603
Jan 6, 2004
5,517
19,411
Senior vice president of software engineering Craig Federighi and senior vice president of Machine Learning and AI Strategy John Giannandrea are said to have spent several weeks testing OpenAI's ChatGPT to understand the ways in which the competitor made Siri look antiquated.
It took them several weeks to see what was wrong with Siri and made it antiquated?
 

Koni17

macrumors member
Nov 2, 2016
79
417
How many big wigs did it take to realize Siri needed to be revamped? And not only that, but to only start reacting early last year? It's as if absolutely no one was even checking in on what was going on in the AI world until Chat GPT literally showed up everywhere. Better late than never I suppose, but this just screams incompetence.
 
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needsomecoffee

macrumors 6502
May 6, 2008
455
1,015
Seattle
John G. Hired years ago to improve Siri. Nothing to date. Craig & John just spent "weeks" evaluating AI chat. Based on this they realized Siri is behind. WTH. What were they doing in previous years?? I hope for the best, but am really concerned that Apple can no longer manage its way to excellence WRT software. Where is Forstall -- he might be the nicest guy, but he got a lot done ??
 

steve123

macrumors 65816
Aug 26, 2007
1,011
590
Excellent news. And Apple has been quietly moving into AI for some time now with Apple Silicon.

Crack me up those believing Apple just discovered AI.
Nobody is saying Apple just discovered it ... they have under resourced it.

nVidia's market cap exceeds Apple's. That could turn into an existential threat to Apple.

EDIT: Apple's stock app gave me nVidia's market cap in CAD and Apple's in USD. I missed this discrepancy earlier. 😊. Nevertheless, nVidia has the resources to become an existential threat to Apple.

EDIT2: Watch OpenAI's Spring Update and their thanks to nVidia at 25:30 to get an idea of just how existential to Apple the threat is:
 
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HobeSoundDarryl

macrumors G5
Guys! Guys! Give Apple a break. It takes money to improve software. It takes money to hire & retain talented programmers to make great software. We all know that money has been in very short supply at Apple for the last decade or two...

Oh wait. ;)

Well maybe if they charged 6-8X more for RAM & SSD than market... instead of only 3X-5X more. ;)

Maybe if they ripped the Mac computing guts out of a 27" monitor, stopped including a keyboard and mouse in the box... but charged the same price for only what is left...

Oh wait. ;)

Cut out the "Intel Premium" AND raise prices?

Oh wait. ;)

Courageously turn the masses from $20 wired buds to $170 wireless buds? ;)

$1000 monitor stand? $20 handkerchiefs? $800 wheels? ;)

Get rid of them costly stickers? ;)


I'm at a loss. Perhaps if we started a gofundme??? ;)
 
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Macalway

macrumors 68040
Aug 7, 2013
3,956
2,519
Kinda funny really. Of course the journalist made them look a bit foolish, but hey! that's what they're paid to do.
 
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