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    In June 2024, Apple redefined AI as “Apple Intelligence,” integrating it into MacOS and iOS to create a seamless experience across iPhones, iPads, and MacBooks. Leveraging its in-house hardware expertise, including custom CPUs, Apple’s new AI features will initially run on local devices, with future capabilities in a proprietary cloud powered by Apple processors. AI is also embedded in Apple’s products, such as Apple Music and health and fitness applications. The Apple Watch, for example, provides personalized health insights and workout recommendations.

    Apple’s collaboration with Taiwan Semiconductor Manufacturing Co. (TSMC) on “Project ACDC” expands its AI capabilities into large-scale computation. These custom AI chips, designed for data centers, handle demanding workloads like large language models while maintaining strong privacy controls. This move reduces Apple’s reliance on third-party providers and ensures optimal performance through vertical integration of AI hardware and software.

    Apple’s Responsible AI principles focus on user empowerment, fairness, and privacy. By prioritizing on-device processing and using technologies like Private Cloud Compute, Apple ensures that user data is secure, guiding ethical AI development that avoids bias and fosters trust.

    2024 AI-related highlights

    • Negotiating with Google to integrate the Gemini AI engine into iOS 18, enhancing iPhone features. (Mar 2024)
    • Accelerates its generative AI strategy, acquiring DarwinAI to enhance application efficiency and integrating Gen AI into products this year. (Mar 2024)
    • Acquires French startup Datakalab, specializing in data compression and image analysis, as part of its AI strategy. (Apr 2024)
    • Reportedly designing a custom AI server processor with TSMC’s 3nm technology, aiming for 2025 production. (Apr 2024)
    • Launches OpenELM, a family of open-source AI models designed for on-device text generation, enhancing user privacy. (Apr 2024)
    • Introducing AI-generated emojis in iOS 18, enabling personalized emoji mashups directly on iPhones, enhancing user expression. (May 2024)
    • Announces Apple Intelligence at WWDC, a generative AI initiative, an artificial intelligence software that incorporates ChatGPT, enhancing Siri and integrating deeply across its devices and applications. (Jun 2024)