AI APPLICATIONS
Apple reportedly receives roughly US $ 20bn
per year from Google for being the default search engine on iPhones, iPads and Macs
CREDIT: JUSTIN SULLIVAN VIA GETTY IMAGES
The talent raid highlights internal frustrations at Apple, where the Foundation Models team has reportedly shouldered blame for the limitations of Apple Intelligence, the company’ s consumer AI platform. Those limitations are real and obvious to anyone who has tried using Siri lately.
Apple’ s assistant still struggles with basic queries, often punting users to Google searches or offering a stripped-down interface to ChatGPT.
The problem becomes particularly acute with devices like the HomePod, where users expect seamless voice interactions but often encounter dead ends. Apple’ s answer engine project remains in early stages, with industry observers suggesting a finished product is still“ far off.”
Yet the company’ s methodical development process, involving extensive testing across hundreds of devices before any public launch, means users shouldn’ t expect to see results soon.
But in an industry where being late to market can prove fatal, Apple may need to move faster than its instincts suggest.
“ In the competitive AI landscape, Apple is signalling it’ s ready to reclaim control over its AI destiny,” says Sarath Nair, Data & AI Director at Cognizant.
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