“Apple feels hot breath in the neck”

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“Apple feels hot breath in the neck”

Now that AI is making a clear rise, it has become eerily quiet around Apple. That is the conclusion of Ben van der Burg and BNR’s tech editor Joe van Burik in Nexus. “We’ve heard in the corridors that Siri is so outdated, nothing can be built with it that rivals OpenAI.”

Now that AI is making a clear rise, it has become eerily quiet around Apple. That is the conclusion of Ben van der Burg and BNR’s tech editor Joe van Burik in Nexus. “We’ve heard in the corridors that Siri is so outdated, nothing can be built with it that rivals OpenAI.” (Science Photo Library)

In addition, Apple would feel the hot breath of Nvidia, among others. ‘That is an emerging hardware maker, which may also want to get involved in AI,’ says Van Burik. “Microsoft tried it before with hardware – together with Qualcomm – but it didn’t work out very well. But Apple is really feeling the heat right now – do they still have the leading position in tech as the most valuable company in the world?

Van Burik thinks that Apple needs to do something with AI as soon as possible that “at least suggests that” they will keep up with the times in the coming years. ‘And that they will also make the super-powerful hardware they build available to AI – and preferably for AI applications that they have themselves.’

Purchasing AI?

Van Burik thinks that Apple prefers not to purchase AI applications, because the company would then lose its grip on the product. And that is in stark contrast to the first iPhones that the brand sold. They were still controlled by generic Samsung chips.

IT journalist Jasper Bakker of AG Connect therefore thinks that Apple should not immediately start developing its own AI applications. “Apple often starts by completing others, but wraps it up in a smarter way. They bring it out in a more user-friendly way,’ says Bakker. So should Apple set up AI applications and build its own data centers? No.’

Cat from the tree

On the other hand, concludes Professor of Computer Science Felienne Hermans of VU University Amsterdam, Apple is pre-eminently a company that is very wary of reputational damage. She therefore thinks that Apple is deliberately waiting a little longer. ‘It is important to them that they do not make mistakes, and I can imagine that they look at all the competitors who make a fool of themselves in all sorts of ways,’ says Hermans. ‘They must be thinking ‘well, we’ll just wait and see’.’

All the more so because Siri is still very practical and knows many users, despite the fact that it is not the most powerful system. “I don’t know if Apple will benefit if they also go into AI now.”


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