Apple's recent announcement introduces "Apple Intelligence," a strategy that emphasizes AI experiences driven by the local device, rather than being cloud-led solutions. In this model, most of the heavy-lifting required for AI functions—are performed directly on the user’s device, be it an iPhone, iPad, or Mac. This approach contrasts with the cloud-led model, where these tasks are handled on remote servers, and data must be transmitted back and forth over the internet.
Apple will opportunistically claim that the local-device-led model offers several advantages, including enhanced privacy and security, as sensitive data remains on the device rather than being sent to external servers. They will also assert that a device-led model can provide a superior customer experience by reducing latency associated with data transfer.
Arguably, cloud-led AI experiences offer superior computational power by harnessing vast resources, providing unmatched performance for complex tasks like natural language processing and image recognition—levels unattainable on local devices due to hardware constraints. Additionally, cloud-led AI experiences can be updated continuously without user intervention, ensuring access to the latest advancements and enhancing the overall user experience. The cloud’s scalability and flexibility further highlight its advantages: cloud-led AI experiences can dynamically scale resources based on demand, benefiting users performing intensive tasks without the need for expensive hardware upgrades.
Apple’s commitment to hardware-led AI experiences, while predictable, is a missed opportunity for broader technological inclusivity. By focusing on AI capabilities tied exclusively to their latest, high-end devices, Apple perpetuates a model that prioritizes premium hardware sales over a more democratized, cloud-led approach. This strategy reinforces the exclusivity of advanced features, limiting access to only those who can afford the newest products. It’s unfortunate to see such a powerful company continue to prioritize profits over accessibility. One can only hope that in the near future, we shift towards a model where compelling AI experiences are driven by cloud-led innovations, offering a more inclusive and universally accessible tech experience.
Some things never change, but they should.
- - -
I'd wish to acknowledge that this post is more in reaction to my valued industry colleague, Abhay Johorey's recent post on the new hardware-centric Apple AI technology. Mr. Johorey is known for posting thought-provoking content around banking-technology over the years and managing to keep us informed. Thank you.
