Apple appears to be taking a more dedicated approach to integrating generative AI into its products. This follows the introduction of a single “Transformer” model-based autocorrect feature in iOS 17 earlier this year.
The company has posted numerous job openings with explicit requirements for generative AI in recent weeks. For instance, a position on the App Store platform indicates that the company is “developing a generative AI-based developer experience platform for internal use and to support our app development team.
Apple’s Job Listings Indicate Its Intention to Incorporate AI into Various Products
In another Apple Retail department position, they mention working on a “conversational AI platform (voice and chat)” for customer engagement. Apple’s job listing also specifies tasks like developing text-generation technology for tasks such as “long-form text generation, summarization, and question-answering.”
Several other job postings in AI/ML indicate a focus on building foundational models, with a “human-like conversational agent” as one potential application. The company has also published job requirements for departments like Siri Information Intelligence, responsible for features like Siri and Spotlight search. Furthermore, Apple is actively seeking individuals with expertise in making models function locally on devices.
While Apple has previously sought individuals with expertise in generative AI, this time, the company’s requirements are more specific.
Apple’s Ambitious Investment in Generative AI and the Competitive Landscape
Over the weekend, Bloomberg’s Mark Gurman reported that Apple plans to invest over $1 billion per year to advance generative AI-based products and features. A source familiar with Apple’s developments mentioned that not shipping generative AI-based products would be considered “a significant missed opportunity internally.”
The company plans to utilize large language models (LLMs) to enhance Siri and the Messages app in the upcoming iOS version, with features like sentence completion, as reported by Bloomberg. Apple is also exploring the integration of generative AI-assisted features in apps and services like Xcode to assist developers, as indicated by the job listing mentioned earlier. Furthermore, Apple is considering AI-generated playlists for Apple Music and AI-assisted writing for Pages and Keynote.
Although there have been reports about Apple’s development of its own “Apple GPT,” the company has yet to release anything for consumers. In contrast, Apple’s competitors, such as Microsoft, Google, and Meta, are actively implementing AI-powered features in both hardware and software products.
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