{"id":360,"date":"2024-11-05T07:33:31","date_gmt":"2024-11-05T07:33:31","guid":{"rendered":"https:\/\/www.batterymap.co.nz\/blog\/?p=360"},"modified":"2024-11-05T07:33:31","modified_gmt":"2024-11-05T07:33:31","slug":"apple-intelligence-is-the-most-staggered-launch-in-apple-history-is-that-a-good-thing","status":"publish","type":"post","link":"https:\/\/www.batterymap.co.nz\/blog\/2024\/11\/05\/apple-intelligence-is-the-most-staggered-launch-in-apple-history-is-that-a-good-thing\/","title":{"rendered":"Apple Intelligence is the most staggered launch in Apple history \u2014 is that a good thing?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Apple&#8217;s AI strategy is purposely slow and deliberate, but it could backfire<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.mos.cms.futurecdn.net\/PDd7Cc2RbDRmwLNQ4JfaQn-650-80.jpg.webp\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Everywhere you look these days there\u2019s the glowing animation of Siri and the name Apple Intelligence. It\u2019s dominating all the ads for the iPhone 16 series so far.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.batterymap.co.nz\/detail-Apple-1745309-A2866\">A2866 Battery for Apple iPhone 14 Pro<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.batterymap.co.nz\/detail-Apple-1745310-A2830\">A2830 Battery for Apple iPhone 14 Pro Max<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Yup, Apple seems to be pinning all of its would-be upgraders\u2019 hopes on Apple Intelligence, which is the company\u2019s umbrella title for all of its AI features. Current offerings range from Writing Tools and asking Siri iPhone questions to creating Memory Movies. Plus, Apple Intelligence is available on all Macs and iPads with an M1 chip or newer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But there\u2019s still a lot of Apple Intelligence features not available yet \u2014 Visual Intelligence, ChatGPT integration, Genmoji and Image Playground are coming in iOS 18.2 in December. And other features are promised in future iOS 18 updates. Meanwhile, Bloomberg\u2019s Mark German recently reported that some Apple employees believe that the company is around two years behind in artificial intelligence development.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.mos.cms.futurecdn.net\/V8kUHoB34qDxyECKFCrf6h-970-80.jpg.webp\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">(Image credit: Apple)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So is Apple Intelligence on the right track or in trouble?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>&#8216;Behind the competition&#8217;<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.mos.cms.futurecdn.net\/KTMwFxQFividw5wVh7TQM5-970-80.png.webp\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">(Image credit: ChatGPT vs Gemini)<br>I can definitely understand why customers might expect all Apple Intelligence features to work from day one, and it\u2019s clear that the likes of OpenAI, Google and Anthropic have more advanced models at this stage.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cApple\u2019s AI models are demonstrably behind the competition, and it is just now adding imaging editing features that Samsung and Google introduced two generations ago,\u201d says Avi Greengart, founder and lead analyst at Techsponential. \u201cHowever, I\u2019m not convinced that this means that Apple is behind in AI overall.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Greengart told me that having a lead in AI technology is only meaningful if it leads both to consumer benefits and a sustainable business model. Apple\u2019s monetization model is selling premium hardware and software\/ecosystem subscriptions, so for now Apple Intelligence is about getting people to upgrade to iPhones and other devices that support the platform. Any possible subscriptions would come later once Apple gets a sense for what users want.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I asked Bob Borchers, Apple\u2019s vice president of worldwide marketing, about the perceived gap between Apple and the competition on AI. &#8220;This is very much the early innings of generative AI,\u201d he told me.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A different approach to AI<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.mos.cms.futurecdn.net\/anhVd37xkyoiMYAENFSzei-320-80.jpg\" alt=\"Clean Up tool in Photos app running on ios 18.1\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">(Image credit: Future)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c<em>What we&#8217;ve done with Apple Intelligence is really look at how can we help our users do the things that they care about most, simply and easily, and really to make that as integrated and local to the experience as possible.<\/em>\u201d\u2014 Bob Borchers, Apple<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For better or worse, Apple\u2019s approach to AI is what truly sets it apart from the competition. It\u2019s not a separate thing that\u2019s tacked on; instead, it\u2019s deeply integrated into the apps and tools you use everyday.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, Apple Intelligence will boil down your notifications into a quick summary to help you prioritize. Or if you want to remove an unwanted person or object from your photo, you\u2019ll see the Clean Up icon there along the bottom of the screen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWhat we&#8217;ve done with Apple Intelligence is really look at how can we help our users do the things that they care about most, simply and easily, and really to make that as integrated and local to the experience as possible,\u201d says Borchers. \u201cAnd to do that, we started by building our own large language and diffusion models here at Apple, and then we specialized them for everyday tasks.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Still, Apple\u2019s cautious approach to AI image generation in particular seems to put them at a disadvantage when compared tools you\u2019ll find in the latest Samsung Galaxy S24 and Pixel phones. For example, with the Pixel 9 series, you can completely reimagine what\u2019s in the frame with a text prompt. But Apple seems to be deliberately holding back some features or simply deciding not to include them in order to avoid potentially harmful or misleading images from circulating.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In an interview with The Wall Street Journal, Apple software chief Craig Federighi said that \u201cIt\u2019s important to us that we help purvey accurate information, not fantasy.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Putting values first, features second<\/strong><br>And that brings us to one of Apple\u2019s four key Responsible AI Principles, which focuses on taking precautions during the design, model training and feature development process to identify how Apple\u2019s AI tools may be misused or lead to potential harm. The other three principles relate to empowering users with intelligent tools, representing Apple\u2019s users by building personal products that avoid perpetuating stereotypes and protecting privacy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOur view has always been that we bring products to market when they are ready, and when we feel like we can do them in a way that is consistent with our values,\u201d said Borchers. &#8220;That means making generative AI available in a useful way, in a responsible way, in a way that&#8217;s private.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Private Cloud Compute is a big part of Apple\u2019s AI strategy, which handles requests that go off-device to interact with larger models, including ChatGPT. Apple is so confident that personal user data can\u2019t be accessed by anyone that it recently offered up to $1 million to anyone who could compromise its security.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The Right Move?<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/cdn.mos.cms.futurecdn.net\/wKQoWFQoq63hJeTXisYnfL-970-80.jpg.webp\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">(Image credit: Future)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>A gradual rollout for Apple Intelligence is the right move given how we will likely see roughness around the edges as people begin to kick the tires on features.<\/em>\u2014 Neil Cybart, Above Avalon<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So is Apple making the right call with its measured approach to Apple Intelligence or is it already being passed by? For example, it\u2019s hard not to be impressed with ChatGPT Advanced voice and the ability to chat with what seems like a friend, complete with your choice of intonation on the fly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For Neil Cybart, an AI analyst with Above Avalon, it\u2019s important to keep in mind that Apple isn\u2019t targeting early adopters but the masses. \u201cA gradual rollout for Apple Intelligence is the right move given how we will likely see roughness around the edges as people begin to kick the tires on features. The average Apple user probably wasn\u2019t going to suddenly embrace everything Apple Intelligence has to offer anyways,\u201d says Cybart. \u201cAn Apple Intelligence launch that is spread out over the next year doesn\u2019t concern me.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As Cybart notes, not only is Apple Intelligence a work in progress on the iPhone, iPad and Mac, Apple hasn\u2019t started extending Apple Intelligence to the rest of its ecosystem yet, whether it\u2019s the Apple Watch with fitness and health, the AirPods or the Vision Pro.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So where does that leave Apple users now? According to CEO Tim Cook during Apple\u2019s most recent earnings call, \u201cusers are adopting iOS 18.1 at twice the rate that they adopted 17.1 in the year-ago quarter.\u201d Granted, that\u2019s based on only three days\u2019 worth of data, but it shows that the glow around Apple Intelligence seems to be spurring excitement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But as Apple\u2019s Borchers said, it\u2019s still early innings for Apple Intelligence, and between Gemini Live rolling out, ChatGPT getting into search and new AI video generators starting to like Runway starting to appear, it remains to be seen whether Apple\u2019s stepwise strategy will pay off or not.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple&#8217;s AI strategy is purposely slow and deliberate, but it could backfire Everywhere you look these days there\u2019s the glowing animation of Siri and the name Apple Intelligence. It\u2019s dominating all the ads for the iPhone 16 series so far. Yup, Apple seems to be pinning all of its would-be upgraders\u2019 hopes on Apple Intelligence, &hellip; <a href=\"https:\/\/www.batterymap.co.nz\/blog\/2024\/11\/05\/apple-intelligence-is-the-most-staggered-launch-in-apple-history-is-that-a-good-thing\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Apple Intelligence is the most staggered launch in Apple history \u2014 is that a good thing?<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":["post-360","post","type-post","status-publish","format-standard","hentry","category-apple"],"_links":{"self":[{"href":"https:\/\/www.batterymap.co.nz\/blog\/wp-json\/wp\/v2\/posts\/360","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.batterymap.co.nz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.batterymap.co.nz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.batterymap.co.nz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.batterymap.co.nz\/blog\/wp-json\/wp\/v2\/comments?post=360"}],"version-history":[{"count":1,"href":"https:\/\/www.batterymap.co.nz\/blog\/wp-json\/wp\/v2\/posts\/360\/revisions"}],"predecessor-version":[{"id":361,"href":"https:\/\/www.batterymap.co.nz\/blog\/wp-json\/wp\/v2\/posts\/360\/revisions\/361"}],"wp:attachment":[{"href":"https:\/\/www.batterymap.co.nz\/blog\/wp-json\/wp\/v2\/media?parent=360"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.batterymap.co.nz\/blog\/wp-json\/wp\/v2\/categories?post=360"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.batterymap.co.nz\/blog\/wp-json\/wp\/v2\/tags?post=360"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}