Apple is continuing to work on developing its own large language model (LLM) that runs on-device instead of in the cloud, to prioritize speed and privacy, Bloomberg‘s Mark Gurman reports.
Gurman’s comments came in the latest edition of his “Power On” newsletter. Gurman said that Apple’s LLM underpins upcoming generative AI features. “All indications” apparently suggest that it will run entirely on-device, rather than via the cloud like most existing AI services.
Apple’s next big thing: an on-device large language model. As I’ve discussed before, the company is exploring a few “next big thing” projects, including augmented reality spectacles and personal robots. But an even higher-stakes endeavor will be its push into more advanced artificial intelligence later this year. This is an area where Apple is chasing companies like OpenAI and Alphabet Inc.’s Google, and its initial AI features probably won’t be superior to those of its rivals. But the way it implements the technology could still be a game changer.
Gurman said that since Apple’s AI tools will run on-device, they may be less capable in certain instances than its direct cloud-based rivals. However, Gurman suggested that the company could remedy those shortcomings by licensing technology from Google and other AI service providers.
In March, Gurman said Apple is continuing its discussions with Google and OpenAI to use their generative large-language models to power new AI features for the iPhone in iOS 18. The report says no formal announcement is expected until summer.
Apple CEO Tim Cook has promised that the company will “break new ground” in AI this year, and Apple is widely rumored to be working on new AI capabilities for its upcoming iPhone operating system. Apple is reportedly placing its focus on AI features that can operate solely on-device, requiring no internet connection.
Gurman says Apple’s marketing strategy for its AI technology will apparently highlight how the technology can help people in their daily lives. We should get a better idea about how Apple will position its AI features for iOS 18 at the company’s Worldwide Developers Conference (WWDC24) in June.