// Created by Leask with Dall-E
Objectively speaking, Apple’s AI strategy this time is not optimistic. The apparent contradiction is that Apple is unwilling to relinquish the Siri brand. On the one hand, the privacy story cannot be completed, and at the same time, Siri and Apple’s accumulation in their own AI models is still far behind. But they also need to catch up with the Gen AI wave, so they made a very temporary design to allow GPT to be asked again when Siri doesn’t understand it.
Everyone can see from today’s WWDC Keynote that even after the upgrade, Siri is still only able to answer very basic questions. Other tasks, such as photo categorization and email and message sorting, can be completed by small models at the classifier level. The first-party Gen AI truly only has Image Playground and Rewrite Text. This is still far from true deep integration like Copilot.
I do not deny that Apple can be very efficient and delicate in engineering integration. The problem is that such superficial integration cannot truly unleash the full potential of the current LLM model. It still may be pretty clumsy to use. However, embedding data may not be accessible to developers due to privacy or competitive considerations, so the ultimate experience could be limited to what was shown in today’s demo, possibly smaller than everyone had imagined.
Compared to Microsoft’s current strategy, Microsoft cut off Cortana a few years ago, which was intentional. They saw the limitations of traditional models and the potential for explosive growth in AI generation, so they made a bold move. Copilot now has many operations that can be done in one step, and its runtime is very complete and open, allowing for calls from multiple perspectives. This is what an “All in” posture should look like.
Microsoft also uses ChatGPT, but it is not secretive about it. It customizes on top of ChatGPT, from integrating Bing results to introducing Dall-E and adding Recall-enhanced Embedding, etc. In fact, all of these are centred around ChatGPT. It can adapt better than ChatGPT and still provide rich local data. Apple’s integrated ChatGPT is still like a plugin and is limited by a flawed Siri foundation.