Apple's AI Gambit: Will It Redefine Privacy In Tech?

Apple's bold move into Gen AI with stringent privacy measures sets a new standard, potentially reshaping global tech ethics and user trust

- VERNIKA AVAL

Back in November 2022, an application called ChatGPT by a little-known organisation named OpenAl took the world by storm. Now, more than 18 months since the sunrise moment for generative artificial intelligence (Gen Al), the technology is on the verge of bringing billions of dollars into the global AI economy. However, one company that was missing from this story was the world's third-most valuable enterprise-Apple. On June 10, this changed, potentially reshaping the global AI economy.

In a pre-recorded keynote, Apple Chief Executive Officer Tim Cook and Senior VP of software Craig Federighi unveiled Apple Intelligence. As part of this suite, Apple would offer all of the Gen AI features that the likes of Google and Samsung have already talked about at length since October last year. The novel bit was not the features that Apple's presentation excitedly remarked about, but a unique approach that could put Apple in a position of advantage despite being late to the AI party. This, to be sure, is data privacy.

MIND THE DATA

Apple's announcement encompassed everything Google's Pixel 8 and Samsung's Galaxy S24 series had already spoken about-and a few extra toys to play around with.With the launch of its next-generation mobile platform, iOS 18, and on the latest 'Pro' iPhones, Apple AI will enable users to transcribe and record phone calls in real-time, auto-generate emails and notes, create images through a 'playground' app or within other Apple apps, make custom emoticons, and organise notificationsin a particular order for a user based on their personal usage preferences.