When Bloomberg just lately reported that Apple was killing its Apple automobile undertaking, I wasn’t that shocked. However I used to be upset that we’re unlikely to see a undertaking that spent greater than a decade in improvement ever come to fruition.
May this have been the primary actually self-driving automobile? Regardless, I used to be bummed to study that Apple was shutting down such an bold initiative. I perceive why, as Bloomberg’s Mark Gurman wrote: “The corporate’s board was additionally involved about persevering with to spend lots of of hundreds of thousands of {dollars} a 12 months on a undertaking which will by no means see the sunshine of day.”
That’s truthful reasoning, and certain sufficient Apple’s inventory value went up after this report surfaced. Why? Not simply because Apple was going to save lots of some huge cash however as a result of the identical report mentioned that this transfer would release assets to give attention to new generative AI options. However latest studies have me anxious about Apple’s AI technique.
Apple + Google = Traders first?
You’ve heard of AI, proper? It’s the buzzword that’s develop into the consuming recreation at each main tech occasion. OpenAI opened the floodgates with ChatGPT and Google is attempting to play catch-up with its personal Gemini product. And there’s loads of different gamers on this exploding area, together with Midjourney, Runway and Claude.
Now Apple is reportedly considering a take care of Google that might see CEO Tim Cook dinner convey Gemini AI options to the iPhone. Bloomberg broke the story after which The New York Occasions backed up this rumor with a report of its personal.
One might view this as an extension of Apple’s long-standing settlement with Google, for which Apple pays Google greater than $18 billion a 12 months to make it the default search engine within the iPhone’s Safari browser.
Certain sufficient, Apple’s inventory has been on the rise since these new studies surfaced. However this isn’t the way in which I need to see Apple catch up within the AI race. Apple can’t purchase its approach into competing with the Galaxy S24 and its Galaxy AI options or the Google Pixel 8 and its generative AI goodies. Apple must innovate.
Breaking new AI floor or retreading floor?
Again in late February throughout Apple’s annual shareholder assembly, Tim Cook dinner promised that the corporate would “break new floor in generative AI.” However now I’m questioning if Apple will probably be retreading floor as an alternative.
Rumor has it that Apple has massive plans in retailer for iOS 18 and particularly a brand new model of Siri. In reality, we’re listening to that iOS 18 would be the greatest iPhone software program replace ever due to the AI options Apple has been engaged on. However I’m anxious that this rumored deal will appear to be Apple taking a shortcut to relevancy so as to placate buyers.
It’s removed from a mainstream hit however I just like the Apple that “thinks completely different” and takes daring dangers. Take the Apple Imaginative and prescient Professional — it’s heavy and costly however it’s additionally an incredible have a look at the way forward for computing and leisure. And I additionally like the truth that Apple determined to go forward with this product regardless of studies of inside infighting on the firm over whether or not the headset was prepared for primetime.
Now Apple can hold refining the Imaginative and prescient Professional because it reportedly accelerates the event of a lower-cost headset and finally develops true AR Apple glasses. May this entire class flame out? Perhaps. Apparently Sony has stopped making PSVR 2 headsets altogether as a result of overstuffed stock. However I believe Apple has a very good probability at pushing this class ahead — buyers be damned.
Now’s the time to assume completely different
So again to AI. I’m excited to see what Apple can do with generative AI. And whereas I get the temptation to get in mattress with Google for a short-term increase, I’m involved that Apple is compromising its rules to make Wall Avenue pleased. Plugging in another person’s search engine is one factor. However partnering with Google to convey its generative AI platform to the iPhone sounds uninspired.
For Apple to really compete, it might want to put shoppers first — and never buyers — and leverage AI in new and inventive methods which can be quintessentially Apple.