But the heart of Silicon Valley is buzzing with excitement as Apple’s latest Worldwide Developers Conference (WWDC) at Apple Park in Cupertino, California revealed an artificial intelligence (AI) move with the potential to alter the tech world as we know it. Its announcement of a partnership with OpenAI to bring ChatGPT into its fold has raised questions, anxieties and predictions about the technological future, privacy protection and how we engage with AI.
With the addition of OpenAI’s ChatGPT engine to the new and vastly improved Apple Intelligence, we see a big move towards bringing AI to the masses, in a more useful way than before. Building an API meant for broader developers and power users is just one more example of the dance Apple is doing to figure out the best ways to reimagine and refine the interactions between humans and AI, while at the same time placing a big bet on the place of AI in the future of technology.
In spite of all this, and however much the science fiction visions of intelligent apps might dazzle or intrigue, Apple Intelligence has already been met with a raft of boring, grown-up questions about privacy and security: it intends to use its Private Cloud Compute for tasks that require lots of computing power, so that user data is used to complete just that request but won’t be stored or accessed by anyone else. This hasn’t dispelled users’ anxiety (indeed, it seems to be the real area where Apple needs to up its game to earn user trust). Apple Intelligence is likely to be most popular with users as long as it generates visible benefits for them and, crucially, it’s as open and transparent as possible about how it works. As Ismail Adelmehli from Algobrix, a startup working on lego-like robots controlled by AI, told me earlier this year: ‘We rely on the consumer to trust us … once something looks like magic, people become scared.’
Apple’s deal with OpenAI provoked a detailed response from Elon Musk: I am concerned about adding OpenAI to Apple’s operating system directly. The site should be banned from all of my companies. An unacceptable security violation is at hand.I was very intrigued by this discussion about the need for a technical solution to the balance between innovation and privacy – a Grok Phone, is what he hints.
In Musk’s eyes, the addition of what he calls ‘woke nanny AI spyware’ by Apple goes too far and leads him to allude to his idea for a Tesla or Grok phone (whichever one he ends up building to open up demand in the privacy/security device space).
Last year, with investment in AI probably accelerating, Apple launched an immersive course in learning how to code for AI, hinting at a major shift in its direction, and it might well presage a new, AI-assisted age of living. Apple is also drawing resources away from its once-vaunted electric car project. Big players such as Microsoft have also invested heavily in AI, so the trend reflects what’s happening across the industry as a whole.
With the advent of an AI-powered future looming ahead, Apple’s partnership with OpenAI also shows that the era of creative tech collaboration has commenced. The process and products of AI design and device manufacturing are sure to start big tech companies competing with each other on a new level of creativity but also a new level of concern for civil liberties relating to privacy and security. One can almost certainly imagine that Musk’s Grok Phone and other AI tech gadgets will stretch the limits of tech giants more than a little, challenging them to keep up with what they can accomplish, yet also to keep up with their users’ trust.
For a while, Apple played catch-up with wise-guys who compared the iPhone to the Newton: The Newton was a great idea 12 years early. Apple, however, continues to set the gold standard for innovation, producing devices that integrate bleeding-edge technology in order to produce optimal design and user experience, from the iPod (1999–10) – the device that single-handedly transformed the way we consume music – to the iPhone (2007–), which set the standard for modern smartphones. Signing a big deal with OpenAI, a company dedicated to advancing AI, speaks to Apple’s desire to stay locked and loaded in the future, particularly in the domain of AI, where the possibilities for seamlessly integrated, culture-changing experiences are as infinite as imagination itself.
Collaboration between Apple and OpenAI is transformative in how AI’s underlying technology will evolve. The prospect presents boundless opportunities, but also raises serious questions that will require Apple’s leadership in proper engagement with users on their privacy/security and technology implications. The tech world is entering an incredible period as Apple, Musk and others continue to push the boundaries of AI, their ability to maintain user privacy, and the future of innovation.
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