Apple is apparently working with its own form of generative AI but analyst Ming-Chi Kuo tells us not to expect an Apple GPT service before 2024, or later.

The analyst says part of the reason Apple isn’t yet introducing these services is that executives haven’t figured out a “clear strategy” for deployment of the tech.

The thing is the go-to market strategy for this (and for any other technology) has always been inherently understood at Apple: It is to augment human capability while respecting innate humanity. This has always been Apple’s approach.

Apple knows this, and already follows that path. It's put limited implementations of AI inside its products for years, including features  such as fall and crash detection, the electrocardiogram (ECG) functionality on the Apple Watch, translation, image recognition, and  most recently, voice message transcription.

“These things are not only great features, but they’re also saving people’s lives out there,” Apple CEO Tim Cook said earlier this year. “We view AI as huge, and we’ll continue weaving it in our products on a very thoughtful basis.”

Apple’s approach really should reflect its traditional focus on giving users what they need. It makes sense to deploy an Apple LLM in specific ways for use in specific apps.

Here are some ideas to show how the company could improve its products through focused deployment of generative AI.

While I don’t suppose any of these suggestions really leverage the true potential of LLM-based machine intelligence in Apple’s ecosystem, it seems to me that improving selected apps and services is a viable strategy for deployment.

It’s an approach that manages to reflect Apple’s core mission of putting its users at the center of what it does by making it easier for them to achieve what they intend to do. 

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