Artificial intelligence has firmly established its presence in society throughout 2023, marking a transformative year. Some might wonder if Apple has fallen behind in this technological wave, but the reality is more nuanced.

During my recent visit to the Podcast Show in London, the term "AI" echoed throughout the venue. While not everyone appeared well-versed in the subject, it was undoubtedly the central theme of the event.

Prominent AI systems like Bard, Google MusicLM, Midjourney, DALL-E, and the well-known ChatGPT have made headlines. The rapid pace of AI advancements in the past months has left many, including industry insiders, astounded. However, at first glance, Apple seems to have only Siri to show for its efforts. Yet, a deeper look reveals that Apple has been more engaged in the AI landscape than many realize.

The challenge for Apple lies in its size. Unlike smaller firms that can quickly deploy AI solutions to meet demand, Apple faces greater scrutiny. Any misstep, such as releasing a flawed chatbot, could lead to substantial negative press, necessitating a more cautious approach. As we anticipate next week’s unveiling of their AR/VR mixed reality headset, it’s clear that Apple’s products must meet high expectations.

Contrary to the notion that Apple is lagging, their involvement in AI dates back to 2017 with the introduction of the A11 Bionic chip. This chip was the first iPhone processor designed with machine learning capabilities, complete with its Neural Engine. Subsequent iterations have seen ongoing enhancements, challenging the perception that Apple is behind in this field.

Even before Apple silicon became mainstream, the company was focused on developing on-device machine learning and AI technologies. While technical details like dedicated cores and Neural Engines may not be glamorous, they form the foundation of Apple’s AI strategy.

In December, as AI began to gain traction, Apple was quietly refining Core ML for Stability Diffusion, a code developed to generate images from textual descriptions—an example of generative AI. The image used above was created with the prompt:

> "Produce a high-quality photo of an astronaut riding a (horse/dragon) in space."

It’s impressive work, especially for a company that supposedly lacks interest in AI. However, Stability Diffusion is more than just art generation; it’s being used for various creative applications such as image editing and style transfer. While others like DALL-E attract attention, Apple has been quietly perfecting its generative AI capabilities, allowing them to observe trends and learn from competitors without rushing into the spotlight.

Following Apple’s recent Q2 2023 financial results, CEO Tim Cook addressed inquiries from analysts regarding AI. When asked directly about the topic, he emphasized the importance of a thoughtful approach, mentioning the significant progress Apple has made in integrating AI across its products, including features like fall detection and ECG monitoring.

Cook stated:

> "I do think it’s very important to be deliberate and thoughtful in how you approach these things. There are a number of issues that need to be sorted... And we’ve obviously made enormous progress integrating AI and machine learning throughout our ecosystem."

This cautious methodology is a hallmark of Apple, often yielding successful outcomes.

The investment in AI is evident in features like the Photos app, which utilizes metadata for recognizing friends and family, showcasing Apple's proactive efforts in this domain. The innovative image cut-out feature exemplifies their commitment to enhancing user experience.

In conclusion, AI is here to stay, and Apple is aware of its implications. The full impact of AI on various industries and professions remains to be seen, but it’s clear that the momentum is unstoppable.

While Siri may not impress everyone, it’s essential to recognize that Apple is actively participating in the AI landscape. As Tim Cook mentioned, Apple has been "weaving" AI into their products and ecosystems for years.

Next week, the upcoming headset announcement at WWDC may offer further insight into Apple's future in this arena. Though the product may not cater to all preferences, it represents the pinnacle of Apple’s innovation.

The new XROS platform will integrate both gaming and AI, highlighting Apple's foresight in anticipating the importance of AI in its upcoming products. With their extensive knowledge and preparation, Apple is poised to make a significant impact as they unveil their advancements.

Have you considered whether Apple is truly lagging in the AI space?