Apple is developing its own large language model (LLM) to power upcoming generative AI features on its iPhones, and it is expected to operate entirely on-device, according to Bloomberg’s Mark Gurman.
Apple’s In-House Big Language Model (LLM)
Gurman indicates that this LLM will power upcoming generative AI features and operate entirely on-device, rather than relying on cloud services like most existing AI tools. This approach promises quicker response times and enhanced privacy compared to cloud-based solutions.
While on-device processing offers advantages, Gurman suggests that Apple’s AI tools may have limitations compared to cloud-based rivals. To address this, Apple may explore licensing technology from companies like Google to “fill in the gaps.”
Gurman previously reported discussions between Apple and Google regarding the integration of Google’s Gemini AI engine into iOS 18. This partnership aims to leverage Google’s expertise to enhance AI capabilities on Apple devices.
iOS 17.5 Beta Version Adds Web Downloading Feature
Gurman points out a significant shift propelled by the European Union’s Digital Markets Act, compelling devices like the iPhone to permit app installations directly from the web. This poses a challenge to Apple’s App Store model.
Although Apple might prefer the idea of third-party app stores, the transition to web-based app downloads presents obstacles. Users may face unfamiliar processes and additional steps compared to the streamlined App Store experience.
Apple’s adaptation to the EU mandate is noticeable in the beta version of iOS 17.5, enabling app downloads from the web. Yet, obstacles persist, including notarization requirements and a fee of EUR 0.50 (Rs. 44 approx.) per installation exceeding 1 million annually.
Gurman hints at Apple’s hesitance towards this change, indicating potential conflicts between regulatory demands and the company’s established business strategies.
Upcoming Announcements at WWDC
Gurman believes that Apple’s AI technology marketing strategy will focus on its practical utility in users’ daily lives rather than its computational power.
More details about Apple’s AI strategy are expected to be unveiled at WWDC in June, alongside previews of major software updates.