Apple tiptoes with modest AI updates while rivals race ahead

Developers, developers, developers?

Being the Worldwide Developers Conference, it seems appropriate that Apple also announced it would open access to its on-device AI language model to third-party developers. It also announced it would integrate OpenAI’s code completion tools into its XCode development software.

“We’re opening up access for any app to tap directly into the on-device, large language model at the core of Apple,” said Craig Federighi, Apple’s software chief, during the presentation. The company also demonstrated early partner integration by adding OpenAI’s ChatGPT image generation to its Image Playground app, though it said user data would not be shared without permission.

For developers, Apple’s inclusion of ChatGPT’s code-generation capabilities in XCode may represent Apple’s attempt to match what rivals like GitHub Copilot and Cursor offer software developers in terms of AI coding augmentation, even as the company maintains a more cautious approach to consumer-facing AI features.

Meanwhile, competitors like Meta, Anthropic, OpenAI, and Microsoft continue to push more aggressively into the AI space, offering AI assistants (that admittedly still make things up and suffer from other issues, such as sycophancy).

Only time will tell if Apple’s wariness to embrace the bleeding edge of AI will be a curse (eventually labeled as a blunder) or a blessing (lauded as a wise strategy). Perhaps, in time, Apple will step in with a solid and reliable AI assistant solution that makes Siri useful again. But for now, Apple Intelligence remains more of a clever brand name than a concrete set of notable products.