Apple develops its own large-scale language model (LLM) that runs on devices to prioritize speed and privacy. bloombergMark Garman reports.
Garman said in his Power On newsletter that Apple’s LLM will power future generative AI capabilities. “All signs” seem to point to it running entirely on-device, rather than via the cloud like most existing AI services.
Apple’s AI tools run on-device, which could make them less capable in some cases than direct cloud-based rivals, but Garman said the company licenses technology from Google and other AI service providers. He suggested that this could be done to “bridge the gap”. Last month, Gurman reported that Apple is in talks with Google to integrate the Gemini AI engine into his iPhone as part of iOS 18. The main advantages of on-device processing are faster response times and better privacy compared to cloud-based solutions.
Apple’s marketing strategy for AI technology clearly seems to be based on how it helps users in their daily lives, rather than its capabilities. Apple’s broader AI strategy is expected to be announced along with previews of major software updates at his WWDC in June.
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