Apple has not been high in the list of companies that promote "AI."
Since the moment it introduced Siri in 2011, as a digital assistant capable of understanding voice queries and natural language, the company rarely use the term AI in any of its products. After all, while AI has taken off fast, the term is still a complex and confusing concept for many people, and that Apple refrains from using words people don't fully understand.
And also because Apple usually positions itself as a brand that is simple to use, using the word "AI" can make its product more complicated that it actually is.
As a company known for its secrecy, even CEO Tim Cook is reluctant in using the word.
But in the world where generative AIs have taken over, thanks to OpenAI that pioneered the trend with ChatGPT, Apple cannot deny the huge demand the technology is having.
This is why the company is also eyeing into this lucrative market.
But not like what most people may have thought it would be.
This is because the company is showing that its focus is more into creating an intuitive form of AI, and not developing a generative one.
On September 12th, the Apple unveiled the iPhone 15 series, which include the very basic iPhone 15, the bigger iPhone 15 Plus, the more powerful iPhone 15 Pro, and the top-of-the line iPhone 15 Pro Max.
But unlike other companies that are attempting to embrace significant transformations with AI, and in some cases, force themselves to embed the generative AI experience throughout their products, Apple's goal is a lot more subtle.
Instead of piggybacking the generative AI hype, Apple is instead using AI to simply improve some of the most basic functions.
Without ever using using the term "artificial intelligence" to describe AI, Apple showcased that its iPhone 15 series pack a lot of improvements, which are based on a semiconductor that is purposefully designed to significantly enhance AI features, which are already drooling all over its iOS.
Through the specialized semiconductor, iPhone 15 series are capable of running on-device machine learning systems to improve Siri, the Face ID, the Photos app, the Camera app, the Calendar app, the Journal app, the stock keyboard, and more.
Apple devices also use AI to help users automate general tasks, make suggestions, and more.
Machine learning is also present in watchOS with features that help track sleep, hand washing, heart health, and more.
All of these run on Apple's Neural Engine, which comprises a collection of specialized computational cores that exist on Apple Silicon chips.
As mentioned above, Apple has been using machine learning for years, despite not blatantly mentioning the term "AI."
While Apple is indeed lagging behind Google and Microsoft in the generative AI sphere, Apple shows that its focus is more about usability of its devices.
The company is more into embedding AI into the experience hat makes usage more intuitive, less gimmicky or buggy, and offer predictions and automations without being intrusive.
It's worth noting that despite having less interest in boasting AI and entering the generative AI competition, it's rumored that Apple is developing its own ChatGPT-like experience, which could boost Siri in a big way.
Apple is going to continue to rely on machine learning for the foreseeable future.