Apple Bets on Regaining Ground with AI

13 Ago Apple Bets on Regaining Ground with AI

The iPhone maker needs to revamp its Siri assistant’s features in the era of Generative AI, and its efforts with Apple Intelligence have stalled more than once—more delays and promises than actual functions and perks to rely on. In this context, the CEO of the California-based company, Tim Cook, admitted they are willing to “break the piggy bank” to regain ground in a race where they currently lag behind.

According to CNBC, Cook said Apple is open to acquiring specialized companies in the sector or pursuing mergers. In this scenario, the CEO mentioned that Apple will “significantly” increase its investments in AI.

“We are making good progress on a more personalized Siri,” Cook said during the earnings presentation. “We are also reallocating a considerable number of people to focus on AI features within the company,” he added.

The comments from Cupertino’s leader come amid intensified competition in the AI field. Besides rising rivals like OpenAI and Anthropic, Apple faces giants like Google and Meta. The latter conglomerate has ramped up investments in this area, recently launching a division dedicated to developing what they call “superintelligence,” recruiting (some say “poaching”) experts from other firms, including Apple.

A Bloomberg report published a few weeks ago noted that the Mac maker might deepen its ties with OpenAI and Anthropic to enhance a large language model based on Siri.

Additionally, recent reports surfaced about Apple’s alleged interest in Perplexity, a startup developing an AI-powered search engine. This tool differs from other web search engines by answering queries using predictive text in natural language.