Apple is gearing up to unveil its iOS 18 at WWDC in June, and all indications suggest that the tech giant is doubling down on artificial intelligence technologies.
The latest buzz suggests that Apple’s upcoming iOS 18 will feature advanced AI capabilities, powered by a large language model (LLM), that will entirely run locally on-device. This move is expected to prioritize user privacy and offer faster response times, but it does come with its own set of challenges.
According to Mark Gurman’s recent insights in the Power On newsletter, iOS 18 is set to introduce new iPhone AI features powered by an offline, on-device large language model. This move ensures user data stays local, reducing privacy risks associated with cloud-based AI solutions. Additionally, on-device processing offers faster response times, as AI commands are processed locally, eliminating the need for data to travel back and forth to cloud servers.
While on-device AI processing offers significant privacy and speed benefits, it does come with its own set of challenges. On-device LLMs may not be as powerful as models running on large server farms, limiting their capabilities. However, Apple’s vertical integration approach, with software optimized for its custom silicon chips, can maximize the potential of on-device AI processing. On-device models also offer the advantage of working offline, ensuring functionality in areas with limited or no connectivity.
iOS 18’s on-device AI processing represents a stark contrast to Android phones, which often offload AI processing to the cloud. While cloud-based AI solutions offer powerful capabilities, they come with significant privacy risks as user data is shared and uploaded to remote servers. Apple’s on-device approach prioritizes user privacy while still offering advanced AI capabilities.
Reports suggest that iOS 18’s AI features will include generative AI capabilities, allowing for document and image creation based on prompts. While on-device processing may limit the scope of these features compared to cloud-based solutions, Apple’s focus on privacy and speed could give it a unique advantage in the market.
Apple is not only focusing on technology but also on its marketing strategy for iOS 18’s AI features. Instead of highlighting the technical aspects of generative AI, Apple aims to demonstrate how these features will benefit users in their daily lives. This marketing approach could help Apple’s AI features stand out, despite potential limitations compared to competitors.
