Apple’s AI Ambitions: A Promising Future or a Fading Dream?
Apple’s efforts to develop its own generative AI have left it further behind its competitors, according to Bloomberg’s Mark Gurman. The company’s AI features have been delayed, and its AI capabilities are not yet on par with those of its rivals.
In a recent episode of Bloomberg’s Big Take podcast, Gurman explained that Apple’s AI ambitions have been hindered by its late entry into the market and its struggles to develop a clear vision for its AI capabilities. Despite poaching John Giannandrea from Google in 2018 to lead its AI efforts, Apple has failed to make significant progress in the field.
The company’s AI features, such as Siri and Apple Intelligence, have been plagued by delays and have not lived up to expectations. Gurman noted that Apple’s AI capabilities are not yet on par with those of its competitors, including Google and Amazon.
One of the main challenges facing Apple is its need to balance its desire to develop its own AI capabilities with its reliance on third-party technologies. Gurman noted that Apple is already using OpenAI’s ChatGPT in its Siri and writing tools, and is planning to integrate Google Gemini as an alternative to ChatGPT.
However, Gurman emphasized that Apple needs to develop its own AI capabilities in order to stay competitive in the tech industry. “AI is the most core fundamental technology that you can get,” he said. “It’s equivalent to the processors that go into their devices.”
Gurman also noted that Apple’s failure to develop its own AI capabilities could have significant consequences for the company’s future. “If they don’t get the AI working, they’re going to be doomed on the next phase of hardware,” he said.
To stay competitive, Apple needs to “get a lot faster, get a little messier, make bolder bets, and be less afraid to launch things,” according to Gurman. The company needs to adopt a “move fast and break things” ethos in order to stay ahead of the curve in the rapidly evolving AI landscape.
Ultimately, Apple’s AI ambitions are at a crossroads. The company has the resources and talent to develop its own AI capabilities, but it needs to be willing to take risks and experiment with new technologies. If Apple can successfully navigate the challenges facing its AI efforts, it may be able to stay competitive in the tech industry. However, if it fails to do so, it may be left behind by its competitors.
