Apple's event was quite similar to what we've seen in the past from companies like Microsoft and OpenAI , but quite a spectacle as it debuted in the AI landscape. If you've been following the iPhone maker's journey and advances for a minute, you'd know that it prides its services and products on being privacy- and security-centered. Perhaps a plausible explanation for why Apple has been laid back and reluctant to invest and adopt the technology. Well, this is all about to change!
It's "Apple Intelligence" now, not just AI?
Apple Intelligence? I guess we'll now have to be a bit more specific when talking about AI (artificial intelligence) — a classic touch from Apple to personalize its new AI system to align with its brand. Apple defines the system as a personalized intelligence platform that combines generative AI power with personal context to enhance and improve the user experience across its devices.
According to Apple:
"It harnesses the power of Apple silicon to understand and create language and images, take action across apps, and draw from personal context to simplify and accelerate everyday tasks."
But where does this leave security and privacy? Perhaps among the major concerns riddling users about the advancements in the category. However, Apple promises to remain a household name for privacy and security with Private Cloud Compute.
Is Private Cloud Compute secure enough?
Apple is eager to re-brand AI with its own take. (Image credit: Apple)
With Apple's depressed iPhone sales (especially in the Chinese market) and short-lived Vision Pro hype , dabbling with the privacy and security of its products and services might be a gunshot to the foot if it doesn't work as presented on paper.
Apple is trying to reclaim its spot as the world's most valuable company with its recent AI efforts, but it promises to maintain users' privacy and security. However, Apple boasts that its new Private Cloud Compute system is the secret privacy code for AI. The company says it can "flex and scale computational capacity between on-device processing and larger, server-based models that run on dedicated Apple silicon servers."
Sounds like Windows Recall with extra cloud
Windows Recall keeps personal data on your device. (Image credit: Windows Central)
In May, Microsoft held a special Surface and Windows event unveiling the first Copilot+ PC alongside next-gen AI features , including Windows Recall, Live Captions, and more. Windows Recall has been received with mixed feelings, with users blatantly raising privacy and security concerns across social media.
Unlike Windows Recall, which entirely depends on an NPU, the new Apple Intelligence features will run on-device and rely on Private Cloud Compute for more computing power. But it doesn't stop there, features demanding more power will leverage the cloud's resources. However, the data won't be stored for third parties to access. A phenomenon Apple refers to as stateless computation.
Apple combines Apple silicon, Secure Enclave, and Secure Boot to make Private Cloud Compute less susceptible to attacks, making it a 'secure' platform for running LLMs.
Not everyone's onboard the AI fray
AI is still a confusing and worrisome prospect to some. (Image credit: Windows Central | Image Creator by Designer)
Now more than ever, technology is rolling down the AI path, and there are seemingly no roadblocks to stop its progression. Still, it's riddled with multiple issues, including a lack of proper regulation, privacy, security, and a general lack of interest from some of the user base.
It'll be interesting to see how Apple takes on the AI landscape with the security and privacy sidesteps deterring progression and whether it can reclaim its world's most valuable company title.
Get updates delivered to you daily. Free and customizable.
Welcome to NewsBreak, an open platform where diverse perspectives converge. Most of our content comes from established publications and journalists, as well as from our extensive network of tens of thousands of creators who contribute to our platform. We empower individuals to share insightful viewpoints through short posts and comments. It’s essential to note our commitment to transparency: our Terms of Use acknowledge that our services may not always be error-free, and our Community Standards emphasize our discretion in enforcing policies. We strive to foster a dynamic environment for free expression and robust discourse through safety guardrails of human and AI moderation. Join us in shaping the news narrative together.
Comments / 0