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AI is a hot topic, so why is Apple staying quiet?

Haebom
AI and generative models from companies like Google, Meta, and MS are receiving intense attention. In fact, established Big Tech firms are actively collaborating with companies that have LLMs, such as OpenAI and Anthropic. Yet, the one name we don't hear is Apple. Apple is probably the only brand that drives everyone around the world absolutely crazy, but this time they're keeping quiet.
Of course, there have been a handful of rumor-filled articles claiming that Apple GPT would be released. Stories have circulated suggesting Apple isn't interested in AI and has put all its focus into MR. In reality, Apple has been running its own AI/ML team for years with in-house language models like Ajax. According to a recent Tim Cook interview, they've already developed products internally using generative AI technology and are now planning the timeline for public release.
Recently, Apple unveiled their Matryoshka Diffusion Models, which propose a way to overcome the limitations of traditional image generation methods using diffusion models—making efficient image and video generation possible even at high resolutions. This approach has proven effective and delivers fast, high-quality results, especially for 1024-square images. Based on these developments, it seems Apple is achieving meaningful results with its own image and language models. As with the M1 chip, I expect they'll go public once they've finished optimizing. https://arxiv.org/abs/2310.15111
I remember seeing a comment on Hacker News a while ago about generative AI that stuck with me: "If you don't like the result, it's hallucination. If you do, it's creativity. (It's hallucination if you hate it, and creativity if you like it.)" Someone might look at what Apple's doing and say they don't know what they're doing with AI—but as always, it could just be that they're moving carefully. You can see this even in their PR—they never go overboard.
As a long-time Apple fan and user, I believe they will deliver real value and meaningful results, as always.
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