Technologies

Google Flooded the Internet With AI News. Where’s Apple?

Apple hasn’t publicly entered the generative AI race yet. But there’s a good chance we’ll see the technology baked into 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.

Earlier this month, 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 — 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 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.

«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

Scary Survey Results: Teen Drivers Are Often Looking at Their Phones

New troubling research found that entertainment is the most common reason teens use their phones behind the wheel, followed by texting and navigation.

A new study reveals that teen drivers in the US are spending more than one-fifth of their driving time distracted by their phones, with many glances lasting long enough to significantly raise the risk of a crash. Published in the journal Traffic Injury Prevention and released on Thursday, the research found that, on average, teens reported looking at their phones during 21.1% of every driving trip. More than a quarter of those distractions lasted two seconds or longer, which is an amount of time widely recognized as dangerous at highway speeds.

Most distractions tied to entertainment, not emergencies

The top reason teens said they reached for their phones behind the wheel was for entertainment, cited by 65% of respondents. Texting (40%) and navigation (30%) were also common. Researchers emphasized that these distractions weren’t typically urgent, but rather habitual or social.

Teens know the risks

The study includes survey responses from 1,126 teen drivers across all four US regions, along with in-depth interviews with a smaller group of high schoolers. Most participants recognized that distracted driving is unsafe and believed their parents and peers disapproved of the behavior.

But many teens also assumed that their friends were doing it anyway, pointing to a disconnect between personal values and perceived social norms.

Teens think they can resist distractions

Interestingly, most teens expressed confidence in their ability to resist distractions. That belief, researchers suggest, could make it harder to change behavior unless future safety campaigns specifically target these attitudes.

The study’s lead author, Dr. Rebecca Robbins of Boston’s Brigham and Women’s Hospital, said interventions should aim to shift social norms while also emphasizing practical steps, such as enabling «Do Not Disturb» mode and physically separating drivers from their devices.

«Distracted driving is a serious public health threat and particularly concerning among young drivers,» Robbins said. «Driving distracted doesn’t just put the driver at risk of injury or death, it puts everyone else on the road in danger of an accident.»

What this means for parents and educators

The researchers say their findings can help guide educators and parents in developing more persuasive messaging about the dangers of distracted driving. One of the recommendations is that adults need to counter teens’ beliefs that phone use while driving is productive or harmless.

While the study’s qualitative component was limited by a small and non-urban sample, the authors believe the 38-question survey they developed can be used more broadly to assess beliefs, behaviors and the effectiveness of future safety efforts.

Technologies

Nintendo Switch 2 Joy-Con Issues? It Might Just Be Your HDMI Cable

Make sure to use the Switch 2 cable included with the new gaming console.

As the Switch 2 continues to sell in the millions for Nintendo, it shouldn’t be a surprise that there’d be some issues with the console. It appears, however, that one problem Switch 2 owners are facing is actually just a matter of using the wrong cable.

Reddit users have posted about their Joy-Cons disconnecting when they’re playing on their Switch 2 while it’s docked, an issue spotted earlier by IGN. It does appear that, luckily, the issue can be resolved by using the included HDMI cable for the Switch 2 rather than an older, slower one — including the cable that came with the original Nintendo Switch.

Nintendo laid out the solution on its support page for when the Joy-Con 2 starts disconnecting from the console:

Confirm that you’re using an «Ultra High Speed» HDMI cable to connect the dock to the TV. If it’s not Ultra High Speed, your console won’t perform as expected when docked.
If you’re using a different cable than the one that came with the console, it should have printed on the cable that it’s «Ultra High Speed.»
The HDMI cable that came with the Nintendo Switch is not «Ultra High Speed» and should not be used with the Nintendo Switch 2 dock.

Nintendo didn’t immediately respond to a request for comment about the source of this issue.

Since the Switch 2 launch, many gamers have come to realize that Nintendo’s new console is very picky about what cables are connected to it. This goes for the HDMI cable as well as the power cable.

While the new and old Switch share the same name, they don’t share the same components. The Switch 2 is a huge upgrade in graphics power over the 2017 console, which means it needs the appropriate power supply. Not providing the Switch 2 with sufficient power could likely cause some issues, especially if the system has to do a lot of work to run a game.