Although Apple pioneered artificial intelligence with the launch of Siri in 2011, according to the Wall Street Journal, it has fallen behind rivals in the artificial intelligence arms race. The company's continued secrecy, focus on seamless integration of hardware and software, and several internal obstacles have hindered its progress in the fast-growing field of artificial intelligence. 

The Wall Street Journal discovered that Apple had worked hard to transform Siri. In the internal competition before Siri's 10th anniversary, a small upgrade (called Siri X) won the win. Privacy. Culture clash and limited resources hamper AI efforts In 2018, Apple hired Google AI chief John Giannandrea to centralize the company's fragmented AI efforts. But culture clashes between Giannandrea's team, made up mostly of ex-Googlers and employees of Apple's fledgling company, and the rest of the company caused collaboration difficulties. The Wall Street Journal noted that while Apple emphasizes strict deadlines, Giannandrea's team operates more like a part of Google with loosely defined timelines.

As a result, other elements of Apple, including the software business run by senior vice president Craig Federighi, have continued to invest in and develop their own AI capabilities. Former executives and engineers told the Wall Street Journal that a lack of computing resources, notably graphics processing units (GPUs) required to train AI models, slowed Apple's AI team's progress. To train their AI models, the team frequently uses external cloud services such as Google Cloud Services.

However, there are reports that Apple will use custom chips to reduce the cloud processing burden for artificial intelligence. Apple reportedly designed custom chips for use in the cloud, but ultimately opted to use existing chips that it says already have strong security and privacy features. The plan is initially to use the M2 Ultra chipset in both Apple and third-party data centers, moving to the more advanced M4 chipset in the future.

The launch of ChatGPT sparks a new focus on artificial intelligence. The launch of ChatGPT in late 2022 was a milestone for Apple. Craig Federighi, the company's chief software officer, was convinced after spending the Christmas break using AI-powered tools like GitHub's Copilot. This has resulted in a renewed focus on providing generative artificial intelligence into Apple products, with employees in Federighi's software engineering division exploring new ways to integrate the technology and provide resources for these projects. Apple's renewed commitment to AI also saw that the company canceled its long -term electric car project in February, where some employees were redistributed to generative AI initiatives. The company has also been in talks with larger AI developers, such as Open, Google and Cohere possible partnerships.

Bloomberg reports that Apple has signed an agreement with OpenAI, and an official announcement is expected to be made at next week's WWDC keynote. However, talks with Google are ongoing.At the upcoming Worldwide Developers Conference (WWDC), Apple is expected to announce several generative artificial intelligence innovations for its software products, including Siri, most of which are expected to be powered by the company's internal language models.

Doug Kitlaus, the co-founder of the Apple-acquired Siri startup, told the Wall Street Journal: "Siri has been stuck in the mud for years, but I definitely see a renaissance coming . A smarter Siri is rumored to be on display at next week's developer conference. This new version will be more chatty and natural than before, Bloomberg's Mark Gurman said, and it may also allow people to control the app with their voice .However, this smarter Siri may not be available until next year.Rumors and reports have been sold to iOS 18 to date, the biggest update to date, and the next few years are in the chair of Apple's new age with Apple Intelligence .Hope it is high, but only before we didn't know if Apple could achieve it later.