Anticipation is high for next week’s WWDC 2024 keynote. The stakes of this presentation surpass typical post-event market reactions, putting immense pressure on Tim Cook and his team to deliver unparalleled advancements. In fact, the pressure feels even more significant than it did for last year’s Vision Pro announcement.
On Monday, Apple is set to reveal its AI strategy, a topic that’s been a lingering uncertainty in Cupertino for several years. As rivals like Google and Microsoft have embraced generative AI, there’s a strong industry consensus suggesting that large language models such as ChatGPT and Gemini could revolutionize our interactions with technology.
Apple is rumored to announce a partnership with OpenAI, bringing cutting-edge intelligence to iPhones and Macs. Siri, which has been integrated into various Apple operating systems since its 2011 debut, will be central to Apple’s generative AI strategy. Yet despite being a trailblazer in voice assistance, Siri has not lived up to Apple’s revolutionary promises, primarily due to limitations in its capabilities.
The concept of a voice assistant predates Siri by decades, yet no one has flawlessly executed it because of the growing complexity in how we use smartphones and apps. The pioneering work by the Stanford Research Institute was groundbreaking, but the necessary technology for a seamless user experience wasn’t available at that time. Siri co-founder Norman Winarsky highlighted this in 2018, explaining that Apple initially envisioned Siri as a more restricted assistant focusing on areas like entertainment and travel. According to Winarsky, dealing with such broad user base amplifies these challenges exponentially.
Generative AI has yet to reach perfect functionality. Issues like “hallucinations” persist, and despite the buzz over the past few years, these technologies are still in the early stages of development. Google’s aggressive moves, such as placing Gemini results at the top of search queries, underline the key challenges. For a dominant search engine, accuracy is critical, and any misstep can lead to misinformation. Although Google labels Gemini results as part of “Search Labs,” many users are likely unaware of the experimental nature of these results.
Over recent years, several researchers have likened the outputs of large language models to “magic,” noting the enigmatic workings of these technologies. Arthur C. Clarke famously said, “Any sufficiently advanced technology is indistinguishable from magic,” capturing the sentiment well.
Google has been more intentional in integrating Gemini into Android. Instead of replacing Assistant outright, it has woven generative AI capabilities into various applications, allowing users to opt-in and make Gemini their default by assigning it to the Assistant button on Pixel devices. This approach demands a conscious effort from users for now.
Although Gemini hasn’t overtaken Android, Google is clearly pointing towards a future where it may replace Assistant. An announcement to this effect was expected at the recent I/O conference, although it seems more time is needed for further development.
Whether later iterations will retain the Assistant brand remains a branding decision. Apple, on the other hand, is deeply committed to the Siri brand, having invested over a decade in promoting the product. Nevertheless, generative AI is bound to dominate the smart assistant space eventually.
The voice assistant market is currently grappling with an existential crisis. Smart speaker shipments have declined post-pandemic, signaling a broader trend that affects platforms like Siri, Alexa, and Google Assistant. While these platforms aren’t doomed, they require significant innovation to stay relevant.
Generative AI appears to be the future of voice assistants, yet initial hardware implementations like the Humane Ai Pin and Rabbit R1 show the technology still has a long way to go before becoming mainstream.
On Monday, Apple will finally unveil its approach. Rumors suggest a number of employees have transitioned to focus on generative AI projects, especially after setbacks in other areas like electric cars. As Apple seems to have ceded competitive ground to rivals, a partnership with a leading player like OpenAI seems to be the most strategic move.
Shortly after Apple acquired Siri, Steve Jobs was asked if the company aimed to outdo Google. Jobs replied, “It’s an AI company. We’re not going into the search business. We don’t care about it. Other people do it well.”
Apple’s current generative AI strategy reflects a similar sentiment. At this point, it can’t outpace OpenAI alone, so collaboration is the best option. Yet, even the most advanced current models are not quite ready to fully replace existing smart assistants.
