Apple's Stealthy AI Integration Strategy: Beyond the Buzzword

Politics, News Sept. 15, 2023, 4:48 a.m.

Apple cautiously embraces AI without the buzzword, focusing on seamless integration. Legal challenges face X (formerly Twitter), while Telegram enters crypto and WhatsApp expands.

Apple's approach to AI has been somewhat enigmatic. While the tech world buzzes with AI discussions and innovations, Apple has chosen to tread cautiously, avoiding the buzzword while silently integrating artificial intelligence into its products. This calculated strategy, though not without its risks, aligns with Apple's ethos of setting its own pace in the tech industry.

Apple's reluctance to overtly embrace AI terminology might seem perplexing, given the industry's narrative of AI as a transformative revolution. However, the Cupertino giant is not shunning AI; it is, in fact, discreetly harnessing the power of machine learning in its products. The forthcoming Series 9 Watch, for example, will recognize pinching motions in the air to answer calls or control music, thanks to machine learning. Similarly, the iPhone 15 will automatically capture portrait-mode depth data when people, cats, or dogs are in the frame, a clear AI-driven feature. Additionally, reports have hinted at Apple's behind-the-scenes experiments with conversational AI.

So, while Apple might avoid the AI buzzword, it's unmistakably integrating AI into its ecosystem. This approach raises questions about whether Apple has a generative AI strategy, especially concerning its virtual assistant, Siri, which is often criticized for lagging behind its competitors in terms of intelligence. While this is a valid concern, Apple's strategy of downplaying AI terminology is consistent with its ethos.

Apple has never been one to chase industry trends; instead, it prefers to carve its unique path. This is a prudent move, especially considering that surveys repeatedly indicate people's concerns about the negative impacts of AI. The conflation of generative AI with broader AI concepts contributes to these concerns. While generative AI might not have permeated everyday life extensively, its tendency to produce unreliable or nonsensical content is well-known. Apple's focus has always been on delivering products that "just work," a principle deeply ingrained in the iPhone's core identity. Hence, downplaying AI terminology while still leveraging AI capabilities aligns with Apple's strategy.

Furthermore, Apple has demonstrated strategic prowess in its handling of spatial video technology. Speculation suggested that Apple would introduce spatial video capabilities exclusively for "iPhone Ultra" users after the release of expensive Vision Pro headsets. However, Apple surprised everyone by announcing that iPhone 15 Pro users would gain access to spatial video technology even before the Vision Pro's launch. This approach ensures that users have already invested in spatial video content by the time they consider purchasing the high-priced headsets.

Notably, Apple has also made environmental strides, claiming that its Apple Watches are now carbon-free. While this is an impressive achievement, it's essential to note that Apple's carbon footprint isn't solely about hardware; it extends to its financial activities, including investments in environmentally questionable projects. Acknowledging these broader impacts is vital when evaluating Apple's environmental claims.

Moving beyond Apple, Elon Musk's X, formerly known as Twitter, is facing legal challenges. The Department of Justice is investigating Musk for potential privacy violations related to his control over X Corp. Additionally, a Dutch class action lawsuit targets Twitter for the alleged "illegal trafficking" of personal data via the MoPub mobile ad platform it owned until early 2022.

On a different front, the popular messaging app Telegram is set to launch a self-custodial crypto wallet in collaboration with the Telegram Online Network Foundation. Despite facing regulatory challenges, Telegram continues to explore the cryptocurrency space.

Meanwhile, Meta's WhatsApp is expanding its WhatsApp Channels message-broadcasting service, allowing users to follow organizations and thought leaders without alerting their contacts. This move positions WhatsApp as a more competitive rival to Telegram.

In the world of social media, "Bluesky," often referred to as "Nice Twitter," is slowly gaining traction with an invitation-only phase, despite having a smaller user base compared to X.

Lastly, Apple faces a peculiar challenge from the French radio-frequency regulator ANFR, which has ordered Apple to stop selling the iPhone 12 due to alleged excessive radiation emissions. Although the iPhone 12 is no longer Apple's flagship, the ANFR threatens a recall unless Apple addresses the issue. Apple insists that the iPhone 12 complies with global radiation standards, and experts assert that iPhone 12 users are not at risk of harm.

In conclusion, Apple's cautious approach to AI, its strategic handling of spatial video, and its environmental commitments showcase a company that values innovation while maintaining a distinct brand identity. The legal challenges faced by X and the developments in the messaging app space highlight the ever-evolving tech landscape. As for Apple, its ability to balance innovation and brand image continues to shape the tech industry.