Sunday, June 23, 2024

Apple Needs Practical AI, Not Flashy Features


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  • Apple needs to prioritize practical and seamless AI features over flashy ones, enhancing device usability.
  • A strong focus on privacy means new AI features will likely be opt-in and available on select devices.
  • Siri is expected to get significant upgrades to handle tasks better and support more complex shortcuts.

With Google and Microsoft showing off their AI advancements at their recent developer conferences, all eyes are now on Apple as they gear up for next week’s Worldwide Developers Conference.

Rumor has it that Apple will introduce their new AI initiative, Apple Intelligence. But amidst all the hype, Apple needs to focus on making AI truly useful for users rather than just impressive.

Reliability Matters

Apple has some of the most popular devices globally, and its AI features should enhance their usability. Many AI tools rely on cloud connectivity to function, but Apple could set itself apart by running useful features directly on the device.

Imagine having offline transcriptions for Voice Memo and Notes apps. This could encourage users to prefer Apple’s tools over cloud-based alternatives because they would always be accessible, regardless of internet connection.

We expect Apple to introduce features like notification summaries, web page summaries, basic text generation, and photo editing.

However, these are already available in many other apps. To stand out, Apple needs to ensure its AI features are smooth and seamless.

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Privacy First

Apple is known for its strong stance on privacy, and it’s likely to continue this approach with its AI features.

According to Bloomberg, the new AI features might only be available on the iPhone 15 Pro and devices with M1 chips or later, and they will be opt-in. This cautious approach might help Apple avoid backlash from users worried about privacy.

Recently, Apple faced criticism for an iPad ad called “Crush,” which showed creative tools being destroyed under a hydraulic press.

Many saw this as disrespectful to creators and their efforts. With AI already having a mixed reputation among creators, Apple will probably tread carefully to avoid further controversy.

Siri’s Big Upgrade

One of the most anticipated changes is a significant upgrade to Siri. Right now, Siri struggles with basic multitasking. For example, if you ask Siri to set a 10-minute timer and a 5-minute timer, it sets one for 15 minutes instead.

Fixing these issues doesn’t necessarily require advanced AI, but improving Siri’s basic functionality is a must.

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If Siri doesn’t get deeper access to apps, Apple could still make life easier for users by introducing an AI assistant that helps create complex Siri shortcuts for multi-step tasks.

There are also rumors that Apple might partner with OpenAI to power some of its AI features.

However, given the current issues with AI, such as inaccuracies and hallucinations, Apple might be cautious about implementing content-related AI features right away.

Avoiding Overpromises

Many companies promise groundbreaking AI features but end up disappointing users with inaccurate or biased results.

Google and OpenAI have had to retract some AI features due to errors and copyright issues. Apple might avoid using large language models (LLMs) for content generation to steer clear of these problems.

Overall, Apple should aim to make AI practical and reliable for users. By focusing on useful, seamless, and privacy-focused AI features, Apple can make a significant impact without overpromising and underdelivering.

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As the tech world watches, Apple has the chance to redefine what truly useful AI looks like.

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Emily Parker
Emily Parker
Emily Parker is a seasoned tech consultant with a proven track record of delivering innovative solutions to clients across various industries. With a deep understanding of emerging technologies and their practical applications, Emily excels in guiding businesses through digital transformation initiatives. Her expertise lies in leveraging data analytics, cloud computing, and cybersecurity to optimize processes, drive efficiency, and enhance overall business performance. Known for her strategic vision and collaborative approach, Emily works closely with stakeholders to identify opportunities and implement tailored solutions that meet the unique needs of each organization. As a trusted advisor, she is committed to staying ahead of industry trends and empowering clients to embrace technological advancements for sustainable growth.

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