Technology Apple is trying to improve artificial intelligence for iPhones,...

Apple is trying to improve artificial intelligence for iPhones, iPads and other devices


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Apple has posted dozens of job postings focused on artificial intelligence (AI) in recent months, indicating that the company may be stepping up efforts in an area that could transform its signature products.

At least the Cupertino, California-based tech giant is currently advertising 88 positions on its job portal related to AI. Roles include visual generative modeling, proactive intelligence, and applied AI research, among others.

According to one listing, the job would be part of a team that will “shape how generative AI technologies are transforming Apple’s mobile computing platforms,” ​​possibly hinting at expanded AI capabilities on iPhones and other devices in the near future.

Apple’s ambitions for AI

The job postings offer a glimpse into Apple’s AI ambitions, even though the company is tight-lipped about specific plans. Apple CEO Tim Cook declined to discuss product roadmaps at a recent event Q2 earnings call when asked about Apple’s AI strategy, but said the technology offered “enormous” opportunities.


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Likewise one job offer reads: “AI offers a tremendous opportunity to take Apple products and experiences to the next level for billions of people worldwide.” The listing says the role would involve “leveraging state-of-the-art generative models to deliver extraordinary products, services and customer experiences for the iPhone, Mac, Apple Watch, iPad and more.”

Generative AI has become an active area of ​​research and development for many of the largest technology companies. Google, Microsoft, Meta and others have released updates to AI systems that can generate conversational text, photos and code and the infrastructure on which these systems operate. However, the technology is not without risks, such as the possibility of bias in AI systems and the inadvertent disclosure of confidential data.

In recent months, Apple has banned employees from using certain third-party AI tools such as ChatGPT and GitHub’s Copilot, according to a recent Wall Street Journal report. Apple told staff not to use those tools because they could reveal sensitive data, the report claims.

The moves suggest that Apple is looking to advance its own AI efforts to avoid relying on other companies’ technologies. With massive resources and over a billion iPhone users, Apple is well positioned to develop innovative AI for its products.

Still, the company’s plans remain unclear, as Cook and other executives provide few details about how Apple might integrate more advanced AI into new iPhones, iPads, the Apple Watch or its other offerings.

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