Apple Enters the AI Arena

Dear Artisan,

In the past year or so of AI buzz, there have been a few new names notably missing in terms of big tech players jumping into the AI game. Chief among those has been Apple.

That is all about to change.

Last month, Apple released their first foundation model, MM1, and have just followed it up with their latest model, ReALM (Reference Resolution As Language Modeling), which they claim beats OpenAI’s GPT-4.

Let’s dive in.

The One Big Thing

One of the biggest questions surrounding the main players in AI has been, “where are Amazon and Apple?” Surely they have had some sort of play in the space they are waiting to make.

Apple seems to be playing its hand this year. Last month they announced their first foundation model, MM1, and the news has been rolling ever since. There are rumors of an acquisition of Peprplexity, the AI-based search engine, and talks of a partnership with Google to integrate their new foundation models into upcoming iPhones.

The latest announcement, however, was much more under the radar but could show just how far Apple is willing to go down this road. A few days ago Apple released the paper for ReALM (Reference Resolution As Language Modeling), which they claim beats GPT-4.

Now, this is just a paper so far and we are taking these results at Apple’s word. But the fact remains that this is the second model they have released within the span of a few weeks, and these models will likely live natively in various Apple devices in the future.

Most people will not need to have a massive LLM like GPT-4 on their iPhone, so it makes sense for Apple to experiment on and build out smaller, custom-fit models that serve specific purposes and match the exact devices they are made for.

Apple has a history of making the best tools for creators, and AI will be just that in the context of their products. Smaller, faster models that are hyper-optimized for the chips they run on, delivering an ideal experience.

This becomes especially important for devices like the Vision Pro, where hardware space is limited. This marks a huge step for Apple and indicates their seriousness in the space. Exciting times.

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