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Apple Ready To Spend Billions To Catch AI Leaders


Apple is prepared to spend billions to catch the leaders in generative AI technology, according to Bloomberg Apple watcher Mark Gurman.

In his Power On newsletter Sunday, Gurman wrote that three Apple execs — John Giannandrea, Craig Federighi, and Eddy Cue — are leading the company’s generative AI push and are on a course to spend US$1 billion a year on the initiative.

He noted that Giannandrea is overseeing the development of a new AI system, including a smarter version of Apple’s digital assistant, Siri.

Federighi’s group, Gurman continued, is working on adding AI to Apple’s mobile operating system, iOS, filling it with features running on the company’s large language model (LLM).

Meanwhile, Cue’s group will be trying to add AI to as many Apple apps as possible, Gurman added, including Apple Music, Pages, and Keynote.

He also revealed that Apple executives were caught off guard by the AI fever gripping the industry and have been scrambling since late last year in an effort to play catch-up with first movers in the technology.

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