Apple is making a significant investment in generative AI technology, aiming to catch up with its rivals in the space. The company is reportedly planning to spend $1 billion annually on this initiative, led by three of its top executives: John Giannandrea, Craig Federighi, and Eddy Cue.
Giannandrea is overseeing the development of a new AI system that will include a smarter version of Siri. Federighi’s team is working on integrating AI into iOS, while Cue’s group is focused on adding AI to as many Apple apps as possible.
Apple executives reportedly felt caught off guard by the rapid advancements in generative AI and have been scrambling to catch up with the likes of Microsoft and Google. However, some analysts believe that Apple is not in a rush to catch up and that the company is taking a long-term approach to AI development.
Despite its focus on privacy and security, Apple has made progress in AI. The company acquired several AI startups in recent years and has been integrating AI into its products for decades. However, Apple has yet to release a dedicated generative AI app like ChatGPT.
Apple is facing high expectations as it enters the generative AI space. The company will need to deliver products that are both innovative and user-friendly in order to compete with its rivals.
