DIGIVESTASI - Apple is said to be facing one of the biggest challenges during CEO Tim Cook's tenure. The issue in question is competition in the field of artificial intelligence or AI.  Apple entered the world of AI in 2011 with the launch of its digital assistant Siri.

This move was several years ahead of other companies currently actively developing AI. However, the Cupertino-based company lags behind competitors like Google and OpenAi.

Apple's two current competitors are “AI superstars” and are getting stronger in the market. But according to Apple leaker Mark Gurman, the company is ready to take on Google and ChatGPT. He believes Apple has a chance to catch up. 

Apple is expected to introduce new AI features at its annual Worldwide Developers Conference (WWDC) on June 10. Apple is expected to introduce premium features that will blow your mind. Gurman said Apple has advantages over its competitors, namely “financial capital, talent, and a strong platform.”

But Gurman also discussed Apple's weaknesses in AI. One of them is Siri's weakness of relying on information processing on the device. In this way, the data collected is not as rich as other open AI models. 

“Apple does this in an effort to maintain user security and privacy. But these mechanisms don't always provide the best user experience,” Gurman said.  The company will stick to an “in-device” approach, with a big language model supporting AI features on iPhones and other products. 

Apple also plans to offer services through the cloud, installing high-end Mac chips in data centers to handle these online features. Gurman expects the company will improve Siri's voice capabilities, offer more conversation modes and add other features. 

He calls this approach “active intelligence”. The Apple leaker said the AI improvements will likely include services such as automatically summarizing iPhone notifications, providing short summaries of news articles and transcribing voice memos, as well as improving existing features that are automatically populated.

For more details, we can't wait to see what advancements Apple is preparing in the field of AI at the annual WWDC 2024 event.

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