Insight: “Apple Intelligence” Attempts to Take Back AI Leadership at WWDC 2024
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Despite designing one of the first PC chipsets with a neural processing unit (NPU)—the M-series chip—and shipping millions of devices powered by it, Apple has been dodging questions on its AI strategy for the last year. Meanwhile, companies like Microsoft, Qualcomm, Intel, AMD, and Nvidia have been gleefully showing examples of how AI PCs powered by their silicon and software will change computing. This has left the industry and investors in a lurch as Apple has worked on its own approach to on-device AI, which the company finally clarified at their WWDC 2024 developer conference just after Computex, calling it “Apple Intelligence”.
