Apple needs to focus on making AI useful, not showy

Google and Microsoft have made their developer conferences showcase their generative AI solutions, and now all eyes are on next week’s Global Developer Conference, which is anticipated to mark the debut of Apple Intelligence.

The Cupertino company is facing a variety of pressure. Apple has fallen behind its competitors within the AI ​​race and doubtless appears like it needs to do every little thing in its power to impress fans and shareholders. But that shouldn’t mean over-promising on features.

Reliability comes first

Apple produces a few of the hottest devices on the planet, and its AI features should make them more useful. Many AI-based functions rely on returning to the cloud for answers or input. However, if Apple manages to enable a couple of useful features locally on the device, users may ditch cloud-based tools in favor of always-available AI. Offline transcriptions within the Voice Memos and Notes apps may fit the bill.

Apple will likely reveal notification and web page summaries, basic text generation, and photo editing. However, loads of browsers, note-taking apps, and photo editing apps have already got them. Apple needs to make its implementation as smooth and seamless as possible to stand out.

Privacy first

Apple is probably going to strengthen its privacy-first approach, so it might not give Siri or AI-based features free rein to take control of all apps. According to Bloomberg report, only iPhone 15 Pro and iPads and Macs with M1 chips or newer may have AI features and can have the opportunity to opt-in to them. If that is true, despite Apple’s delays in adopting AI features, Apple still stays cautious and does not want to get caught up in user reactions.

The company was recently criticized for its “Crush” iPad ad, which showed creative tools being destroyed under a hydraulic press. This was seen as Apple underestimating creators, their tools, and the trouble it takes to create art by packaging it in a slim capitalist package. Since AI already has a foul popularity amongst developers, Apple may not want to irritate them again. Therefore, he is probably going to take a non-controversial approach.

Improving Siri

The biggest expected change is the introduction of Apple Modernize Siri to higher understand and deliver user queries more accurate results. Currently, Siri cannot multitask. If you ask the assistant to set the timer for 10 and 5 minutes, it is going to set the timer for quarter-hour as an alternative. Solving these problems may not require the assistance of generative AI, but modernizing Siri should no less than address them.

If Siri doesn’t gain deeper access to apps as expected, Apple could make life easier for users by introducing an AI assistant that can help users create complex Siri shortcuts to complete multi-step tasks.

Word on the road is that Apple will announce this agreement with OpenAI to support AI features of their operating systems. Time will tell how much of Apple Intelligence will likely be built on this deal. Given the problems around AI hallucinations, Apple may not want to directly engage with content-related AI features just yet.

Many corporations make big guarantees about AI-powered features but disappoint with inaccurate or biased results. Companies like Google and OpenAI have had to retire AI features due to bugs or copyright issues. Therefore, an organization may not want to rely on LLM (Large Language Models) to generate content.