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Will Apple Enter the Generative AI Race? All Eyes Are on WWDC

Apple hasn’t publicly waded into generative AI yet, even though AI has long featured in its software products. But there’s a chance we’ll see the tech in its upcoming software.

Unless you’ve been living under a rock, you’ve probably heard the term «generative AI» at least a handful of times now, perhaps thanks to the wildly popular ChatGPT service. The AI-powered chatbot’s success didn’t just shine a spotlight on OpenAI, the creator behind it, but it also catalyzed an AI arms race in the tech industry – a race from which Apple has been noticeably absent.  

In May, Google made a flurry of AI-related announcements at its annual developer conference, including a new AI-infused version of search and Bard, its AI-powered chatbot, which is being rolled out across the world. It’s not just Google. Before that, Microsoft built generative AI into its suite of long-established productivity apps like Word, PowerPoint and Outlook in a move that’s changing how more than a billion people work. In February, Meta released its own sophisticated AI model, which has many of the same capabilities at ChatGPT and Bard, as open-source software for public use.

But what about Apple? 

The short answer: Even though AI technology is hardly new to Apple, the iPhone maker still remains missing – at least publicly – from the current generative AI gold rush.

«We’re in the heart of the generative AI hype cycle, and there are major new developments weekly, » Avi Greengart, analyst at Techsponential, told CNET. «Apple can afford to be deliberate in how it applies new technologies to fit its ecosystem.»

ChatGPT on iPhones ChatGPT on iPhones

OpenAI recently dropped a ChatGPT app for the iPhone. The new app, which is free, gives you a way to take OpenAI’s AI chatbot on the go. 

Theodore Liggians/CNET

Apple’s wait-and-see approach

Apple has typically adopted a wait-and-see approach around emerging technology, and that has often worked for the tech giant. For instance, the iPad wasn’t the first-ever tablet, but for many, including CNET editors, it is the best tablet. A more recent example on the hardware side is foldable phones. Apple is the only major holdout, with Google beating it to the punch. The search giant launched its inaugural foldable phone, the Pixel Fold, at its developer conference in May – and it hasn’t been making phones for as long as Apple. There are rumors, however, that a foldable iPhone, possibly known as the iPhone Flip, could go to market in 2025. 

Based on remarks from CEO Tim Cook, it seems like Apple may be taking a similar approach with generative AI. «I do think it’s very important to be deliberate and thoughtful in how you approach these things,» Cook said in response to a question related to generative AI on Apple’s earnings call in May. «And there’s a number of issues that need to be sorted… AI is being talked about in a number of different places. But the potential is certainly very interesting.»

However, with a fast-developing AI technology, Apple could risk falling far behind its rivals. For all Apple’s business success, it has lagged in specific categories. For instance, its HomePod smart speaker didn’t hit the market until years after the Amazon Echo and Google Home, which have a far higher market share than Apple in the smart speaker category.

When it comes to the topic of AI, Apple isn’t alone in adopting a cautious approach. It’s also coming from the technology’s own backers – including the founder and CEO of OpenAI, Sam Altman, who has concerns ranging from election disinformation to mass jobs displacement. 

OpenAI CEO Sam Altman speaks at a Microsoft Bing press event OpenAI CEO Sam Altman speaks at a Microsoft Bing press event

OpenAI CEO Sam Altman describes Microsoft’s AI partnership at a Bing search engine press event.

Stephen Shankland/CNET

Last Tuesday, speaking before a Senate subcommittee, Altman said he’s «eager» for artificial intelligence to be regulated. He also spoke about the promise of artificial intelligence and discussed its potential harms. «If this technology goes wrong, it can go quite wrong,» he said.

Altman’s comments followed calls by a group of AI researchers and tech leaders, including Elon Musk and Steve Wozniak, to pause development of AI systems more powerful than GPT-4 over concerns about runaway risks without sufficient guardrails. Geoffrey Hinton, credited as the «godfather of AI,» resigned from Google in May so that he could freely share his concerns about the technology he helped create, which he says could cause the world serious harm.

Does generative AI fit into Apple’s business?  

Although Apple hasn’t publicly entered the generative AI fight, a recent 9to5Mac report said that the iPhone maker is working on an upgrade to Siri, one that could improve the virtual assistant’s conversational abilities via ChatGPT-like AI concepts. Apple didn’t reply to a request for comment. 

While Apple hasn’t publicly discussed any plans for generative AI-based products, Cook did discuss the company’s focus on AI during its May earnings call. He cited AI-powered features like fall and crash detection, which are both available on the latest iPhones and Apple Watches.

«We view AI as huge,» he said. «We’ll continue weaving it into our products on a very thoughtful basis.»

AI is far from a brand new concept to Apple. Siri, which was released 12 years ago, uses speech recognition and machine learning to understand a query and serve up an answer. In recent months, Apple debuted camera enhancements such as photographic styles and the ability to cut and paste a subject from an image, both of which depend on AI.

In addition, Apple’s Macs and MacBooks, which now run on Apple-designed M1 and M2 chips, have dedicated neural engines with 16 cores, which are aimed at AI and machine learning tasks. Apple says AI performance is 40% faster than with its old Intel chips. 

«You can expect that AI performance will become more and more important as more developers figure it out,» wrote CNET’s Stephen Shankland in a January article detailing Apple’s M2 chipset.

But as Greengart highlights, it would make sense for Apple to bring the tech to certain products that extend beyond Siri as well as its current AI-powered offerings.

«Apple likes to position itself as being at the intersection of technology and liberal arts,» Greengart told CNET in an email. «Generative AI would fit nicely into tools and software that Apple provides for artistic and personal expression; that could include anything from GarageBand to photo editing to email across iPhones, iPads, and Mac.»  

However, a chatbot in the vein of OpenAI’s ChatGPT or Google’s Bard is likely not in the books for Apple. The underlying technology behind those chatbots, known as large language models, has a high resource requirement for development. That means significant investment in the form of computing resources, human talent and power, rendering it a possibility for huge enterprises with vast resources. While Apple presumably has those resources, it’ll have to be a worthwhile investment for the iPhone maker.

All eyes on WWDC

After Google devoted a considerable amount of air time to generative AI at its conference this month, all eyes are on Apple and what it might reveal at its Worldwide Developers Conference on June 5. Apple executives could offer more clues on how the iPhone maker views generative AI and how it fits into the broader business. At WWDC, Apple typically introduces new software for the iPhone, Apple Watch, iPad and so on, and it’s possible that Apple could bake more AI into those updates. 

Ahead of the conference, Apple previewed a slew of accessibility software features expected to make their way to its upcoming iOS 17 mobile operating system. One of the noteworthy drops is called Personal Voice. It uses on-device machine learning to allow users at risk of speech loss to replicate a voice after about 15 minutes of training. The phone can then speak aloud typed-out phrases, and it’s compatible with FaceTime and phone calls in a feature that could be a form of generative AI for voice. 

More likely to take center stage, however, is Apple’s highly anticipated mixed reality headset, which would mark the company’s first entry into a new hardware category since 2015. According to a January Bloomberg report, it’ll cost around $3,000, run on Apple’s latest M2 chipset, boast eye- and hand-tracking systems, and feature a digital crown that lets users switch between AR and VR modes. It’s also probable that Apple will take advantage of fast-developing AI technology for its latest device as well, even if it’s doesn’t receive explicit mention. 

«We need to keep in mind that generative AI is not only about generating text but also other types of content like graphics,» Will Wong, of market researcher International Data, told CNET. «Thus, it will be an area that is favorable for Apple to look into, especially if there is an AR/VR headset that comes into its product portfolio.»

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Technologies

Today’s NYT Connections: Sports Edition Hints and Answers for Aug. 21, #332

Here are hints and the answers for the NYT Connections: Sports Edition puzzle for Aug. 21, No. 332.

Looking for the most recent regular Connections answers? Click here for today’s Connections hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle and Strands puzzles.

To solve today’s Connections: Sports Edition, focus on the endings of some of the words. That should help you see how they connect. Read on for hints and the answers.

Connections: Sports Edition is out of beta after making its debut on Super Bowl Sunday on Feb. 9. That’s a sign that the game has earned enough loyal players that The Athletic, the subscription-based sports journalism site owned by the Times, will continue to publish it. It doesn’t show up in the NYT Games app but now appears in The Athletic’s own app. Or you can continue to play it free online.  

Read more: NYT Connections: Sports Edition Puzzle Comes Out of Beta

Hints for today’s Connections: Sports Edition groups

Here are four hints for the groupings in today’s Connections: Sports Edition puzzle, ranked from the easiest yellow group to the tough (and sometimes bizarre) purple group.

Yellow group hint: What you want to do.

Green group hint: Football abbreviations.

Blue group hint: Home to hoops.

Purple group hint: Hidden hockey team names.

Answers for today’s Connections: Sports Edition groups

Yellow group: Objective.

Green group: NFL teams, on scoreboards.

Blue group: NBA arenas ending with «Center.»

Purple group: Ends with an NHL team.

Read more: Wordle Cheat Sheet: Here Are the Most Popular Letters Used in English Words

What are today’s Connections: Sports Edition answers?

The yellow words in today’s Connections

The theme is objective. The four answers are aim, goal, mark and target.

The green words in today’s Connections

The theme is NFL teams, on scoreboards. The four answers are CHI, MIA, MIN and NO. (Chicago, Miami, Minnesota and New Orleans.)

The blue words in today’s Connections

The theme is NBA arenas ending with «Center.» The four answers are Barclays, Chase, Delta and Kia.

The purple words in today’s Connections

The theme is ends with an NHL team. The four answers are geoducks, spoilers, superstars and Vikings. (Ducks, Oilers, Stars and Kings.)

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Technologies

Made by Google 2025: Everything Announced — Pixel 10, Pixel Watch 4, Pixel 10 Pro Fold

At a star-studded event hosted by late-night host Jimmy Fallon, Google announced new phones, watches, earbuds and Android features.

Even though the Pixel 10 leaks and rumors felt as if they arrived in a steady firehose before today’s Made by Google event — compelling the company to release a teaser video pre-announcing the new phone’s existence a month ago — Google still delivered details it somehow managed to keep private until it was ready to share.

And that delivery was refreshingly fun for a tech event. The Tonight Show host Jimmy Kimmel led the proceedings in a very late-night talk show format, bringing on several special guests from media, sports and yes, Google’s own experts to show off the products and features they’ve been working on for today’s announcements.

Pixel 10, Pixel 10 Pro and Pixel 10 Pro XL are real

Surprise, Google announced new phones! OK, this was the least surprising part of the event, but it still feels good to finally know what exists and when it’s coming. Preorders for the Pixel 10, Pixel 10 Pro and Pixel 10 Pro XL begin today and will be in stores and shipping starting August 28.

  • I’m Stoked That Google Made the Pixel 10 a $799 Value-Packed Feature Monster

  • I Tested Google’s Pixel 10 Pro XL in Paris, and I’m Impressed

  • Pixel 10 Pro and Pro XL First Look: Familiar Design, New AI Tricks

  • Google Launches the Full Pixel 10 Line, Including the Pixel 10 Pro and Pixel 10 Pro XL

Pixel 10 Pro Fold opens the next chapter of foldables

Folding phones so far have shared an Achilles Hinge: small particulates like sand can get inside the case and really mess things up. The Pixel 10 Pro Fold is one of the first to have an IP68 rating for dust and water resistance, meaning you can take it to the beach.

  • Pixel 10 Pro Fold Is Tougher, Smarter and Totally Dust Resistant

  • Forget the Pixel 10 Pro Fold. Foldables Should Look Like the Microsoft Surface Duo

  • Google’ Pixel 10 Pro Fold Is Here

Pixel Watch 4 talks to Gemini and is your new health coach

The Pixel Watch 4 includes new fitness options like real-time guidance while exercising. And if you forgot to start a workout, the watch (with AI help) can detect the activity in the background and remind you of it later, giving you credit for the effort you made. It’s also the only smartwatch that can detect a loss of pulse and call emergency services automatically.

  • Well Played, Google: The Pixel Watch 4 May Give Apple Watch Loyalists a Wandering Eye

  • Pixel Watch 4 First Look: Google Just Raised the Bar

  • The Pixel Watch 4 Is Here. Can It Finally Beat Apple?

Pixel Buds 2a are more affordable earbuds

Joining the Pixel Buds 2 Pro in the market are Pixel Buds 2a, an affordable ($130) pair of wireless earbuds that feature active noise cancellation, a smaller and lighter for all, and a twist-to-adjust stabilizer feature for setting a comfortable fit.

  • Google’s New Pixel Buds 2A Look a Lot Like the Pro 2, but Cost Way Less

  • Meet the Pixel Buds 2A: Google’s Budget Answer for ANC Buds

Pixel Buds Pro 2 owners will see new features

Coming in a software update next month, Pixel Buds Pro 2 owners will be able to answer calls or send them to voicemail with a nod or shake of the head. You’ll be able to talk to Gemini live in noisy locations, and benefit from adaptive audio that applies noise cancellation while letting important sounds come through. At the other end, a new feature will protect your hearing from very loud sounds.

Magic Cue is a Gemini assistant that pulls data from your correspondence

In the rollout of all the various AI technologies in the industry, the current stretch goal is «agentic» interactions with software: Having an AI that knows all sorts of details about you and can act to get the important stuff in front of you when needed. (And do it in a privacy-first way, one would hope.)

Magic Cue is Google’s implementation. It’s a new Gemini-based feature that can look through your earlier messages, emails and photos to pull details about things like restaurant reservations and flight times. Magic Cue runs on the Pixel device itself, so sensitive data stays private and not shared to the cloud.

A lot of Gemini AI intelligence is still coming soon

At the start of the event, Kimmell sat down in typical talk-show format with Rick Osterloh, senior vice president of platforms and devices, to chat about Gemini and the marvels of AI. Aside from Magic Cue, which will be shipping on the Pixel 10 phones, a lot of the features we’ve been hearing about are still on the horizon.

«For instance, Gemini could do something like plan a team celebration dinner for 12 people tonight,» he said. «It might go find a restaurant that’ll accommodate that group…. Look for a karoake place nearby and maybe even order custom T-shirts for the celebration.»

And when will that be possible? Kimmell asked. «A lot sooner than people think,» Osterloh replied. «This kind of thing is coming this year.»

The Pixel 10 Pro and 10 Pro XL can zoom to 100x with AI help

Pro Res Zoom on the Pixel 10 Pro phones pushes zooming far beyond what would seem to be possible with typical small cameras. Usually when you zoom beyond the optical limits of the cameras, details get fuzzy as the software upscales the image. With Pro Res Zoom, when you go beyond 30x zoom, it uses generative AI to build a sharper version. CNET’s Andrew Lanxon got both impressive and head-scratching results while making photos in Paris using the Pixel 10 Pro XL.

Camera Coach uses AI to encourage better photos

Smartphone cameras have employed AI for several years, such as identifying subjects in order to blur the background for Portrait modes or quickly snapping several shots at multiple exposures and blending them together to create well-balanced lighting throughout. Now Google is using AI to help you take better photos.

Camera Coach is a new feature in the Pixel Camera app that looks at the scene in front of the lens and generates multiple suggestions for how to improve the photo before it’s captured. To show this off, podcaster Alex Cooper brought Fallon out to be her model and sat him down on a couch. When she activated the feature, Camera Coach suggested that she move the camera closer to the subject, position his head in the upper portion of the frame, lower the camera to eye level and turn on Portrait mode.

«To all the girls that are watching, I personally know how hard it is to train your boyfriend or your husband to get that perfect shot,» said Cooper. «And now Camera Coach can just train all the boys for us.»

Pixel 10 supports Qi2 magnetic charging

The Qi2 spec includes not just faster charging but also an array of magnets on the back for connecting to accessories. Sound familiar? The presenters mentioned Apple’s MagSafe system, then paused with the realization that they probably shouldn’t have name-checked it during the Google event. On the Pixel 10 phones, it’s called Pixelsnap and should work with accessories made for Apple’s ecosystem too.

Pixel 10 will be available in Mexico

In an impressive segment demonstrating Gemini live translation during a phone call, musician Karen Polinesia, who speaks Spanish, announced that for the first time, the Pixel 10 will be available for sale in Mexico.

This article is being updated; stay tuned for more.

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Technologies

Upgrading to Pixel 10? Here’s How to Prepare Your Old Pixel for Trade-In

Don’t send off your phone with a ton of personal information still on it.

Google just announced the Pixel 10 family, and several preorder offers are available right now. If you’re looking for an even better deal on these new phones, you might want to consider trading in your old Pixel for maximum savings. 

The Pixel 10 family consists of the base Pixel 10 model, two Pro models and the latest Pro Fold. All of these phones feature the latest Tensor G5 Processor, Qi2 wireless charging and, of course, new AI tricks. We went hands-on with the new phones, and they made a good impression. 

If you’re ready to leap into a new Pixel, you’ll want to make sure you’ve prepared your old phone properly before you send it off. 

If you don’t check all the right boxes for trading in your phone, its trade-in value could be reduced. You also want to avoid sending your phone out with a ton of personal information still left on it. 

Below, we’ll go over the steps to ensure a seamless trade-in experience when your new Pixel 10 arrives. 

For more, we’ve wrangled all of the best Pixel 10 cases you can buy right now. 

Turn off the activation lock on your Pixel phone

Before you trade in your phone, you’ll just need a factory reset to qualify for the maximum trade-in value. Some retailers want you to remove the activation lock from your phone first, which requires removing the device from your Google account before resetting it. (AT&T took off over $400 of the value because I didn’t do this to my Pixel 7 Pro when I upgraded to the 8 Pro a few years back.)

You can remove your Google account from your phone directly or via your online account. 

From your Pixel settings

You can remove the activation lock right from your Pixel phone. H:

  1. On your phone, navigate to Settings.
  2. Tap Passwords & accounts.
  3. Tap your Google account.
  4. Tap Remove account.

Repeat this process for any additional accounts you need to remove. 

From the web

Alternatively, you can head to your online Google account web page and handle the removal from there. 

  1. From a web browser, navigate to your Google account.
  2. Select Security on the left sidebar.
  3. Locate the Your devices box, and select Manage all devices.
  4. Select the device you’re trading in.
  5. Select Sign out.

Factory reset your Pixel

With the activation lock removed, you’re now free to factory reset your device as you normally would. 

  1. On your Pixel, navigate to Settings.
  2. Tap System.
  3. Tap Reset options.
  4. Tap Erase all data (factory reset).

That’s it. Now you’re ready to send in your trade-in without any hiccups that could drop the value you get for your phone. 

For more, check out a closer look at the Pixel 10 Pro XL’s camera performance.

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