ChatGPT sparks frenzy in tech world, but Apple isn't following suit

News on April 19th, since its launch, the artificial intelligence chatbot ChatGPT has set off a craze around the world, just like the sensation caused by Apple when it releases a new product : Everyone is excited to try out ChatGPT, and other tech companies are working overtime to reverse engineer a copy of it.

This time, Apple seems to have "disappeared". Has ChatGPT’s explosive popularity caught the world’s most influential technology companies off guard?

Microsoft has invested more than $10 billion in OpenAI, the developer of ChatGPT, and has also reconfigured the company's server cluster architecture to introduce more Nvidia processors that can be used to train artificial intelligence. Google, owned by Alphabet, has also made targeting ChatGPT a top priority. Amazon is also joining the competition with its cloud computing division.

These three companies and Nvidia have already devoted themselves to the field of generative artificial intelligence. However, Apple, which has the highest market value, does not seem to have a ready answer in this regard. In February this year, Apple held an internal artificial intelligence summit, which only discussed the application of machine learning and other technologies on Apple products, without any information about generative artificial intelligence.

Today, Apple’s artificial intelligence is like an irrigation system in a garden, providing essential support and assistance for more and more functions. But Apple is still ultimately selling hardware devices, and generative AI has the potential to come like a giant wave.

As the first major technology company to launch an artificial intelligence voice assistant, Apple undoubtedly once had a leading position, but by all accounts, it has now squandered that advantage. Siri was flawed from the start and, by ChatGPT standards, outdated.

To occupy a place in this new artificial intelligence race, companies need to spend hundreds of millions of dollars on customized computing clusters. But cloud services are currently not Apple's strength, and the person in charge of the company's iCloud is about to leave. In addition, Apple also needs to invest a lot of resources in the long-gestating car project and the MR helmet equipment that is expected to be announced in June this year.

Although Apple’s artificial intelligence technology is advancing steadily and has been applied to all aspects of the company’s devices, most of it is focused on improving the product user experience rather than on Siri itself.

For example, recent improvements in the photography capabilities of Apple’s mobile phones rely on artificial intelligence. Self-driving cars are also a huge artificial intelligence project. Apple headphones use artificial intelligence technology to process the environmental noise around the user in real time to create an immersive and realistic sound field.

Some optimists believe that Apple does not need to compete in generative artificial intelligence. Whoever wins will have an app available in the Apple Store. But what if, as Kai-Fu Lee predicts, AI reaches its full potential and becomes the successor to mobile platforms? Kai-Fu Lee believes that artificial intelligence will accelerate its development and people can develop products and services based on artificial intelligence.

Apple should review the history of its rise. In the early days of the original iPhone, Apple beat Nokia and BlackBerry not by making a better physical keyboard, but by ditching it entirely.

Now, so are the threats facing Apple’s business empire. This threat will not come from smartphone manufacturers such as Xiaomi or Samsung. Apple may struggle as the way people interact with technology changes, and as the focus shifts to cloud-based AI services and the databases needed to train and improve AI.

Sam Altman and OpenAI have captured people’s imaginations in a way that few outside of Apple can, and that’s a remarkable achievement. The resulting new wave of services is likely to produce far-reaching changes.

What does this mean for Apple? In the long run, it's up to Apple to decide. As Zhang Yong, head of Alibaba Group, recently said, all technology companies are “standing on the same starting line.”

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