# ** Apple cannot continue to lag behind in the AI race ** Apple has yet to publicize new achievements in the field of artificial intelligence development, although AI has long appeared in software products of Apples. The term “next generation AI” is becoming very popular thanks to the ChatGPT craze since late 2022. The success of this AI chatbot not only makes OpenAI one of the most sought-after companies today, but also is the catalyst for an AI arms race in the tech industry. However, despite the fact that most of the technology giants have officially joined the AI field, Apple has so far not made a clear move to join this race. ## Apple’s Attempt At the Google I/O event in May, Google made a series of product announcements with built-in artificial intelligence, including a new version of AI-based search. Previously, in order not to be outdone by competitors, Google released the Bard chatbot so quickly that it revealed incorrect information right on the product introduction video. It’s not just Google that seems rushed in this race. Microsoft invested billions of dollars in OpenAI in exchange for the right to integrate this tool into Bing search to improve the user experience. Besides, the company also put AI into the famous Office office suite. In February, Meta also released its own complex AI model with many of the same capabilities as ChatGPT and Bard, as open source software for the community. What about Apple? While AI technology is hardly new to Apple products, the iPhone maker has so far made no public move to join this promised “gold mine”. According to Avi Greengart, an analyst at Techsponential, while Generative AI is on the rise, Apple may be thinking hard about how to adopt new technologies to fit its ecosystem. In fact, this argument is not without foundation. Apple has traditionally taken a cautious approach around emerging technologies, and that has worked many times for the tech giant. The iPad wasn’t the first tablet, of course, but *CNET* considers it to be the best. A more recent example in terms of hardware is a folding device. While the world’s richest technology companies, including Samsung, Microsoft and even Google, are all competing fiercely with folding phones, Apple has so far chosen to stay out. Tim Cook, Apple’s CEO, calls recent advances in generative AI “very exciting”. However, he said the company would be “considered and prudent” in its approach to technology. However, with AI technology developing like a storm, Apple is in danger of falling far behind its competitors. For example, Apple’s HomePod was introduced long after Amazon Echo and Google Home, products with a much higher market share than Apple in the smart speaker segment. ## Slow buffalo drinking cloudy water Although Apple has not publicly joined the AI race, a recent report by *9to5Mac * says that the iPhone maker is working on upgrading this technology to the Siri virtual assistant. Apple aims to improve the conversational capabilities of virtual assistants through AI applications like ChatGPT. In just the first 3 weeks of May, Apple posted 28 new jobs related to AI technology while looking for senior engineers, research scientists, special project managers… Look at In the big picture, the company says it expects generative AI to “transform Apple’s mobile computing platforms.” According to *9to5Mac*, Tim Cook did not exaggerate when talking about generative AI but took a cautious view. In May, Apple banned employees from using AI tools on the market, citing information insecurity. In fact, AI is not a completely new concept for Apple. The Siri virtual assistant, first introduced 12 years ago, uses voice recognition and machine learning to understand questions and provide answers. In recent months, Apple has continued to introduce improvements to camera features such as Photographic Styles and Visual Look Up that allow the subject to be separated from the photo. Both of these features rely on AI processing power. In addition, Apple’s Mac and MacBook computers currently run on Apple-designed M1 and M2 chips, featuring six high-performance cores and four energy-efficient cores, dedicated to AI and machine learning tasks. Apple says its on-chip AI performance is 40% faster than older Intel chips. Greengart also emphasized that it would make sense for Apple to include this technology in a number of products beyond Siri, as well as its current AI-enabled services. “Apple likes to position itself as the intersection of technology and the liberal arts. Generating AI will fit perfectly with the tools and software Apple provides for users to express their personality from GarageBand, photo editing to email composing on iPhone, iPad and Mac,” Greengart wrote to *CNET. .* Even so, integrating a chatbot like OpenAI’s ChatGPT or Google’s Bard probably wouldn’t be an option for Apple.The underlying technology behind those chatbots, called the big language model, requires data resources to grow. Given its position and the number of users in its ecosystem, Apple has those resources, but it will have to be a worthwhile investment for the iPhone maker According to *CNET*, at WWDC 2023, Apple’s annual developer conference that will take place from June 5-9, Apple executives may reveal more details about how to build a home. iPhone maker looks at AI creativity and how its application fits into the broader business.At previous WWDC events, Apple often introduced new software updates for iPhone, Apple Watch or iPad. Chances are, the updates at this year’s event will mark AI.