Technologies

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.»

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 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.»

Technologies

iOS 17 Cheat Sheet: Your Questions on the iPhone Update Answered

Here’s what you need to know about new features and upcoming updates for your iPhone.

Apple’s iOS 17 was released in September, shortly after the company held its Wonderlust event, where the tech giant announced the new iPhone 15 lineup, the Apple Watch Series 9 and the Apple Watch Ultra 2. We put together this cheat sheet to help you learn about and use the new features in iOS 17. It’ll also help you keep track of the subsequent iOS 17 updates.

iOS 17 updates

Using iOS 17

Getting started with iOS 17

Make sure to check back periodically for more iOS 17 tips and how to use new features as Apple releases more updates.

17 Hidden iOS 17 Features You Should Definitely Know About

+15 More

See all photos

Technologies

Get Ready for a Striking Aurora That Could Also Disrupt Radio Communications

Don’t expect the storm to cause a lingering problem, though.

A geomagnetic storm is threatening radio communications Monday night, but that doesn’t mean you should be concerned. In fact, it may be an opportunity to see a colorful aurora in the night sky.

The National Oceanic and Atmospheric Administration has issued a geomagnetic storm watch after witnessing a coronal mass ejection from the sun on Saturday. The watch, which was issued over the weekend and will expire after Monday, said the onset of the storm passing over Earth on Sunday night represented a «moderate» threat to communications. As the storm continues to pass through, it could deliver a «strong» threat on Monday night that could cause radio communications to be temporarily disrupted during the worst of it.

Even so, NOAA said, «the general public should not be concerned.»

A coronal mass ejection occurs when magnetic field and plasma mass are violently expelled from the sun’s corona, or the outermost portion of the sun’s atmosphere. In the vast majority of cases, the ejection occurs with no real threat to Earth. However, in the event the ejection happens in the planet’s direction, a geomagnetic storm occurs, and the Earth’s magnetic field is temporarily affected.

In most cases, geomagnetic storms cause little to no disruption on Earth, with radio communications and satellites affected most often. In extreme cases, a geomagnetic storm can cause significant and potentially life-threatening power outages — a prospect that, luckily, the planet hasn’t faced.

Switching poles

Every 11 years, the sun’s magnetic poles switch, with the north pole and south pole swapping positions. During those cycles, the sun’s activity ramps up as it gets closer to pole-switching time. The height of its activity is called solar maximum, and scientists believe we either may be entering the solar maximum or may be already in it.

During periods of heightened solar activity, sunspots increase on the sun and there’s an increase in coronal mass ejections, among other phenomena. According to NOAA, solar maximum could extend into October of this year before the sun’s activity calms and it works towards its less-active phase, solar minimum.

Even when geomagnetic storms hit Earth and disrupt communications, the effects are usually short-lived. Those most affected, including power grid operators and pilots and air traffic controllers communicating over long distances, have fail-safe technologies and backup communications to ensure operational continuity.

But geomagnetic storms aren’t only about radios. In most cases, they also present unique opportunities to see auroras in the night sky. When the storms hit, the plasma they carry creates a jaw-dropping aurora, illuminating the night sky with brilliant colors. Those auroras can be especially pronounced during the most intense phases of the storm, making for nice stargazing.

If you’re interested in seeing the aurora, you’ll need to be ready. The NOAA said the «brunt of the storm has passed» and even if it lingers into Tuesday, there won’t be much to see after Monday night.

Technologies

Last Total Solar Eclipse for 20 Years Is Coming: How to See and Photograph It

It’s your last chance until 2044.

Get your eclipse glasses ready, Skygazers: the Great American Eclipse is on its way. On April 8, there’ll be a total eclipse over North America, the last one until 2044.

A total solar eclipse happens when the moon passes between the Earth and the sun, blocking the sun and turning an otherwise sunny day to darkness for a short period of time. Depending on the angle at which you’re viewing the eclipse, you may see the sun completely shrouded by the moon (called totality) or some variation of it. The more off-angle you are and the further you are from the path of the eclipse, the less likely you’ll be to see the totality.

The 2024 total solar eclipse will happen on Monday, April 8. The Great American Eclipse will reach the Mexican Pacific coast at 11:07 a.m. PT (2:07 p.m. ET), and then traverse the US in a northeasterly direction from Texas to Maine, and on into easternmost Canada. If you want a good look at it, but don’t live in the path of totality, you shouldn’t wait much longer to book accommodation and travel to a spot on the path.

Or how about booking a seat in the sky? Delta Airlines made headlines for offering a flight that allows you to see the entire path of totality. Its first eclipse flight, from Austin, Texas, to Detroit sold out quickly. But as of Monday, Delta has added a second flight from Dallas to Detroit, which also covers the path of totality. The airline also has five flights that will offer prime eclipse viewing.

Not everyone can get on one of those elusive eclipse-viewing flights. Here’s a look at other options to nab a chance to see this rare sight and what to know about it.

Total solar eclipse path

The eclipse will cross over the Pacific coast of Mexico and head northeast over mainland Mexico. The eclipse will then make its way over San Antonio at approximately 2:30 p.m. ET on April 8 and move through Texas, over the southeastern part of Oklahoma and northern Arkansas by 2:50 p.m. ET.

By 3 p.m. ET, the eclipse will be over southern Illinois, and just 5 minutes later, will be traveling over Indianapolis. Folks in northwestern Ohio will be treated to the eclipse by 3:15 p.m. ET, and it will then travel over Lake Erie and Buffalo, New York, by 3:20 p.m. ET. Over the next 10 minutes, the eclipse will be seen over northern New York state, then over Vermont. By 3:35 p.m. ET, the eclipse will work its way into Canada and off the Eastern coast of North America.

Best places to watch the Great American Eclipse

When evaluating the best places to watch this year’s total eclipse, you’ll first want to determine where you’ll have the best angle to see the totality. The farther off-angle you are — in other words, the farther north or south of the eclipse’s path — the less of an impact you can expect.

Therefore, if you want to have the best chance of experiencing the eclipse, you’ll want to be in its path. As of this writing, most of the cities in the eclipse’s path have some hotel availability, but recent reports have suggested that rooms are booking up. And as more rooms are booked, prices are going up.

So if you want to be in the eclipse’s path, and need a hotel to do it, move fast. And Delta’s eclipse-viewing flight from Dallas to Detroit has just four seats left at the time of publication.

Eclipse eye safety and photography

As with any solar eclipse, it’s critical you keep eye safety in mind.

During the eclipse, and especially during the periods before and after totality, don’t look directly at the sun without special eye protection. Also, be sure not to look at the sun through a camera (including the camera on your phone), binoculars, a telescope or any other viewing device. This could cause serious eye injury. Sunglasses aren’t enough to protect your eyes from damage.

If you want to view the eclipse, you’ll instead need solar viewing glasses that comply with the ISO 12312-2 safety standard. Anything that doesn’t meet that standard or greater won’t be dark enough to protect your eyes. Want to get them for free? If you’ve got a Warby Parker eyeglasses store nearby, the company is giving away free, ISO-certified solar eclipse glasses at all of its stores from April 1 until the eclipse, while supplies last.

If you don’t have eclipse viewing glasses handy, you can instead use indirect methods for viewing the eclipse, like a pinhole projector.

Read more: A Photographer’s Adventure With the Eclipse

In the event you want to take pictures of the eclipse, attach a certified solar filter to your camera. Doing so will protect your eyes and allow you to take photos while you view the eclipse through your lens.

There’s also a new app to help you both protect your eyes and take better photos of the eclipse on your phone. Solar Snap, designed by a former Hubble Space Telescope astronomer, comes with a Solar Snap camera filter that attaches to the back of an iPhone or Android phone, along with solar eclipse glasses for protecting your eyesight during the event. After you attach the filter to your phone, you can use the free Solar Snap Eclipse app to zoom in on the eclipse, adjust exposure and other camera settings, and ultimately take better shots of the eclipse.

2024 eclipse compared to 2017

The last total solar eclipse occurred in 2017, and many Americans had a great view. Although there are plenty of similarities between the 2017 total solar eclipse and the one coming April 8, there are a handful of differences. Mainly, the 2024 eclipse is going to cover more land and last longer.

The 2017 eclipse started over the northwest US and moved southeast. Additionally, that eclipse’s path was up to 71 miles wide, compared with a maximum width of 122 miles for this year’s eclipse. Perhaps most importantly, the moon completely covered the sun for just 2 minutes, 40 seconds in 2017. This year, maximum totality will last for nearly four-and-a-half minutes.