Apple might have been caught off guard when OpenAI took the technology industry by storm with the launch of it’s Artificial Intelligence (AI) powered Large Language Model (LLM) chatbot, ChatGPT, but they aren’t taking it lying down. It’s looking like it’s all hands on deck at Cupertino. This would include features for all of its devices and also significant upgrades to its software offerings, like an improved Siri. And let’s not forget about Applebot and Spotlight search. Apple has been mulling about with search technology since at least 2015 and recently launched Apple Business Connect – a potential rival to Google Business Profiles.
Apple has recently made substantial investments in AI. In an ambitious plan, the company intends to purchase between 2,000 to 3,000 units of AI servers in 2023, with plans to scale up to 18,000 to 20,000 units by 2024. They are projected to invest $620 million in 2023, and this investment is predicted to rise to a staggering $4.75 billion in 2024. These investments signify Apple’s commitment to advancing its capabilities in the field of generative AI and competing with other tech giants like Meta (formerly Facebook), Google, and Microsoft. This substantial financial commitment highlights the company’s focus on AI research and development.
Apple’s investments in AI are part of its strategy to remain competitive and innovative in various technology domains, including artificial intelligence. These investments are expected to play a crucial role in shaping the company’s future AI capabilities. Apple might be behind the curve, but don’t count them out quite yet. Let’s not forget about Apple’s formidable war chest of cash and their ability to write blank checks in the name of innovation. Which reminds me, what the latest news about the Apple Car?
Implications for Business Units
Generative AI in Search: Apple has been experimenting with generative AI in search through an initiative called Search Generative Experience (SGE) in Search Labs. While the specifics of how this impacts search and SEO are not detailed in the available sources, generative AI in search could lead to more advanced and context-aware search capabilities, potentially affecting SEO strategies.
Hardware and Software: Apple’s investments in AI extend beyond search. They have been developing their own AI chips, such as the M2 Pro and M2 Max. These chips leverage AI for improved performance and efficiency in various hardware offerings, like iPhones and iPads. On the software side, AI plays a significant role in enhancing user experiences and functionalities across iOS and macOS devices.
AI Acquisitions: Apple has been acquiring AI-related companies to enhance its capabilities. For instance, they acquired WaveOne, Inc., a company specializing in AI algorithms for video compression. Such acquisitions can lead to advancements in multimedia applications and services, potentially influencing content-related SEO strategies.
While the direct impact on search and SEO is still unfolding, the integration of AI into their hardware and software offerings is expected to enhance user experiences and open new possibilities for developers and content creators. SEO professionals and businesses will need to adapt to these changes as they come to better align with Apple’s AI-driven ecosystem.
Existing Examples of AI in Apple Products
- Improving photos
- Autocorrecting text
- Creating auto-generated playlists in Apple Music
- Assisting app developers in Xcode
- Adding features to the next version of iOS
Apple has also built its own large language model (LLM) framework, called Ajax, and rumor has it they have a chatbot, known internally as Apple GPT. These are products that could be integrated into Apple products relatively quickly, which Apple might have to do or the next release of iPhones might be a dud.
What Will the Future Hold for Apple and Artificial Intelligence?
The future for Apple and AI appears promising, and several trends and predictions suggest the following developments:
- Integration in Products: Apple will continue to integrate AI into its hardware and software offerings. This includes improving Siri’s capabilities, enhancing photo processing, and more, which could lead to more intelligent and personalized user experiences.
- Music and Entertainment: Predictions indicate that Apple might enter the music and entertainment space with AI. This could involve AI-driven content recommendation and the development of adaptive music, potentially transforming the way users consume music and entertainment.
- AI Development Investment: Apple is significantly investing in AI development, allocating substantial resources to keep up with the trends in the tech industry. This investment is likely to result in groundbreaking AI innovations and applications.
- Full Range of Devices: Apple’s AI efforts won’t be limited to a single product or service. They are planning to develop features for their entire range of devices, indicating a comprehensive approach to AI integration.
- Potential Surprises: Apple is known for its secretive approach, and it often surprises the industry with new features and products. The future of Apple and AI might hold unexpected innovations that could disrupt various markets.
In summary, Apple’s AI journey is poised to impact a wide range of sectors, from music and entertainment to device functionality and user experiences. Their commitment to AI development and substantial investments make it clear that AI will play a significant role in Apple’s future endeavors.