Close Menu
Technology Mag

    Subscribe to Updates

    Get the latest creative news from FooBar about art, design and business.

    What's Hot

    Microsoft Authenticator is ending support for passwords

    June 30, 2025

    AT&T says ‘our network’ wasn’t to blame for Trump’s troubled conference call

    June 30, 2025

    The government’s Apple antitrust lawsuit is still on

    June 30, 2025
    Facebook X (Twitter) Instagram
    Subscribe
    Technology Mag
    Facebook X (Twitter) Instagram YouTube
    • Home
    • News
    • Business
    • Games
    • Gear
    • Reviews
    • Science
    • Security
    • Trending
    • Press Release
    Technology Mag
    Home » Apple’s Biggest AI Challenge? Making It Behave
    Business

    Apple’s Biggest AI Challenge? Making It Behave

    News RoomBy News RoomJune 13, 20244 Mins Read
    Facebook Twitter Pinterest LinkedIn Reddit WhatsApp Email

    Giannandrea said that Apple had focused on reducing hallucinations in its models partly by using curated data. “We have put considerable energy into training these models very carefully,” he said. “So we’re pretty confident that we’re applying this technology responsibly.”

    That training wheels approach to AI applies across Apple’s offering. If it works as promised, it should mean that Apple Intelligence is less prone to fabricate or suggest something inappropriate. In its blog post, Apple claimed that testers found its models more useful and less harmful more often than competing on-device models from OpenAI, Microsoft, and Google. “We’re not taking this teenager and sort of telling him to go fly an airplane,” Federighi said.

    Apple’s hotly anticipated tie-in with OpenAI will also keep ChatGPT at arms length, with Siri and a new writing assistant called Writing Tools only tapping it for certain tricky queries, and with a user’s permission. “We’ll ask you before you go to ChatGPT,” Federighi said. “From a privacy point of view, you’re always in control and have total transparency with that experience that you leave Apple’s privacy realm and go out and use that other model.”

    Apple’s deal with OpenAI would have once seemed highly unlikely. The startup has experienced a meteoric rise, thanks to the brilliance of its chatbot, but it has also repeatedly courted controversy with legal battles, boardroom drama, and its relentless promotion of a powerful but unreliable technology. Federighi said that Apple may incorporate Google’s flagship Gemini model at a future date, without offering further information.

    Apple has been derided for moving slower than its competitors in building generative AI, and it has not yet revealed anything as powerful as OpenAI’s ChatGPT or Google’s Gemini, but the company has published some notable AI research, including details of company multimodal models that run on devices.

    Apple once seemed to have a lead in leveraging AI for personal computing, after launching Siri in 2011. The assistant made use of recent AI breakthroughs at the time to recognize speech more reliably, and sought to turn a limited range of voice commands into useful actions on the iPhone.

    Competitors like Amazon, Google, and Microsoft, soon followed suit with voice assistants of their own, but their utility was fundamentally limited by the challenge of parsing meaning from complex and ambiguous language. The large language models that power programs like ChatGPT represent a significant advance in machines’ ability to handle language, and Apple and others hope to use AI to upgrade their personal assistants in a number of ways. LLMs could make helpers like Siri better able to understand complex commands and hold relatively sophisticated conversations. They could also provide a way for assistants to use software by writing code on-the-fly.

    “They came through with a commitment to personal, private, and context-aware AI,” says Tom Gruber, an AI entrepreneur who cofounded the company that developed Siri, which was acquired by Apple in 2010. Gruber says he was happy to see the company demo use cases that emphasized those features.

    Other observers say that Apple’s announcements amount to an effort to match the competition without risking too many gaffes. “What Apple is great at is offering great new capabilities and showing us new ways to do things,” says David Yoffie, a professor at Harvard Business School. “None of the things announced seem like that, which isn’t surprising because they’re playing catch-up.”

    Yoffie says Apple’s focus on data privacy and security was unsurprising given the worries people have about sharing data with programs like ChatGPT. “Generative AI is a complement for the iPhone,” he says. “I think it’s important that they show they aren’t behind the Android world, which I think they did today.”

    Still, generative AI is definitionally unpredictable. Apple Intelligence may have behaved in testing, but there’s no way to account for every output once it’s unleashed on millions of iOS and macOS users. To live up to its WWDC promises, Apple will need to imbue AI with a feature no one else has yet managed. It needs to make it behave.

    Share. Facebook Twitter Pinterest LinkedIn WhatsApp Reddit Email
    Previous ArticleX all-hands leaves staff with few answers on delayed promotions
    Next Article You’ll soon be able to join Discord calls directly from your PS5

    Related Posts

    OpenAI Loses 4 Key Researchers to Meta

    June 30, 2025

    OpenAI’s Unreleased AGI Paper Could Complicate Microsoft Negotiations

    June 30, 2025

    Substack Is Having a Moment—Again. But Time Is Running Out

    June 29, 2025

    No One Is in Charge at the US Copyright Office

    June 28, 2025

    Disney Just Threw a Punch in a Major AI Fight

    June 27, 2025

    Meta Wins Blockbuster AI Copyright Case—but There’s a Catch

    June 27, 2025
    Our Picks

    AT&T says ‘our network’ wasn’t to blame for Trump’s troubled conference call

    June 30, 2025

    The government’s Apple antitrust lawsuit is still on

    June 30, 2025

    Apple’s AI Siri might be powered by OpenAI

    June 30, 2025

    The best Switch 2 screen protector you should buy

    June 30, 2025
    • Facebook
    • Twitter
    • Pinterest
    • Instagram
    • YouTube
    • Vimeo
    Don't Miss
    News

    The Nintendo Switch 2 will be available in-store at Best Buy on July 1st

    By News RoomJune 30, 2025

    Finding a Nintendo Switch 2 hasn’t been easy since its launch on June 5th, with…

    Telegram Purged Chinese Crypto Scam Markets—Then Watched as They Rebuilt

    June 30, 2025

    Mark Zuckerberg announces his AI ‘superintelligence’ super-group

    June 30, 2025

    OpenAI Loses 4 Key Researchers to Meta

    June 30, 2025
    Facebook X (Twitter) Instagram Pinterest
    • Privacy Policy
    • Terms of use
    • Advertise
    • Contact
    © 2025 Technology Mag. All Rights Reserved.

    Type above and press Enter to search. Press Esc to cancel.