Apple Considers Major Reversal to Improve Siri

By Bloomberg Technology

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Key Concepts:

  • In-house model building vs. third-party LLMs
  • Apple Foundation Models (internal LLM)
  • Generative AI and Siri's performance
  • On-device AI vs. cloud-based AI (Private Cloud Compute)
  • Anthropic and OpenAI as potential partners
  • Custom silicon and Apple's cloud infrastructure

1. Apple's Internal Evaluation of LLMs

  • Apple is internally evaluating whether to move away from its own "Foundation Models" (internal large language model system).
  • The goal is to improve Siri's performance, which has been lacking despite Apple's investment in generative AI.
  • The evaluation is driven by the fact that Siri hasn't improved significantly even after a year of announcing AI features.

2. Comparison to Other Tech Companies

  • The situation is compared to Amazon, which uses Claude (Anthropic) for the new Alexa, and Samsung, which uses Google Gemini to power its AI system.
  • This highlights a trend of tech companies leveraging external LLMs for specific AI functionalities.

3. Market Reaction

  • Apple's stock price increased (1.7% today, 2% yesterday), suggesting the market is responding positively to the news of this potential shift.

4. Apple's Request to Anthropic and OpenAI

  • Apple has requested Anthropic and OpenAI to develop versions of their models that can run on Apple's cloud infrastructure, which relies on custom silicon.

5. On-Device AI vs. Cloud-Based AI

  • On-device AI: LLMs run directly on the iPhone, iPad, or Mac for lower-tier tasks like summarizing emails.
  • Cloud-based AI (Private Cloud Compute): Used for more demanding tasks like summarizing long articles or writing blocks of text.
  • Apple is considering using Anthropic or OpenAI models in the cloud due to the higher processing power requirements.

6. Privacy Considerations

  • Using cloud-based models from third parties is seen as more private.
  • It keeps the third-party models sectioned off from user data, rather than having them deeply integrated into the iPhone infrastructure.

7. Evaluation Process and Concurrent Development

  • Anthropic and OpenAI are currently training their models for Apple's evaluation.
  • Apple is concurrently developing a version of Siri for next spring that uses Apple Foundation Models.
  • This means there are competing projects: one using in-house models and the other exploring external LLMs.

8. Conclusion

  • The fact that Apple is heavily considering and evaluating external LLMs indicates a significant shift in their AI strategy.
  • The final decision remains to be seen, but the evaluation process itself is telling.

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