With the launch of the new iPad Mini, Apple made it clear that “AI-infused” software experiences are the way forward. But the company’s ambitions for its Apple Intelligence projects are currently lacking in the competitive space, and even by Apple’s own standards, such “meager” AI experiences are not compelling enough for users. On top of that, the implementation of its most ambitious AI features has been patchy—poor and slow—and has left a bad taste in the mouths of the enthusiast community.
It seems the reason behind that delay has to do with quality and performance, according to the results of a new batch of internal tests revealed by Apple. " The study found that OpenAI's ChatGPT was 25 percent more accurate than Apple's Siri, and could answer 30 percent more questions asked ," a Bloomberg report said.
In fact, Apple is investing heavily and with focus in Siri. For example, Siri is getting improved natural language understanding and deeper integration with apps and local files. However, there are tasks that this intelligent virtual assistant cannot fully complete, and for such situations, queries will be seamlessly transferred to ChatGPT.
That’s part of the deal Apple struck with OpenAI. Now, it makes sense that Siri wouldn’t be able to do the same kind of internet-connected tasks as ChatGPT, largely because Siri and ChatGPT are two completely different products. But Apple is deploying OpenAI’s technology in more places than just Siri.
According to OpenAI, ChatGPT is focused on helping users with tasks related to “image and document understanding.” Writing Tools—which are already available in tools like Notes and Safari—are also being actively tapped into the ChatGPT toolkit. Additionally, image generation will be handled by OpenAI’s technology.
With such a heavy reliance on ChatGPT, many might assume that Apple is lagging behind in AI technology, lacking something comparable to Google’s Gemini or Meta. That’s a valid assumption, and even Apple seems to agree with the status quo.
“ In fact, some at Apple believe their generative AI technology is now at least two years behind industry leaders. It’s not just about technological advancements, but also the speed of implementation ,” the Bloomberg report added.
Let’s take a look at Galaxy AI. Samsung’s product is based on an AI ecosystem that has already appeared on many of its phones and computers, with help from Google’s Gemini toolkit. Similarly, Chinese smartphone makers have also been offering advanced AI features like image generation and next-generation virtual assistants for some time now.
At this point, it seems almost certain that Apple’s strategy with Apple Intelligence was rushed, apparently to quell investor concerns that the company was falling behind in the AI race. So far, whatever we’ve seen from Apple’s “AI revolution” hasn’t really been revolutionary.
It will be interesting to see how Apple injects new energy into its approach to AI next year. So far, the company has made no such announcements, and even promises made at its developer conference earlier this year have yet to materialize.
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