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The Inside Story of Apple Intelligence
Apple’s leaders claim the company wasn’t late to generative AI, but instead following what has become its familiar playbook: try to be the best, not the first.
So when ChatGPT captivated the world in November 2022, there was no need for Apple to assemble an internal task force for developing AI products—work was already underway to create features that would similarly “just disappear.” “We have ways of drawing together functional expertise across the organization to accomplish larger product transformations,” says Federighi. In August 2016, the company gave me a peek into how it was implementing the latest techniques in AI during a day of interviews with Federighi as well as executives Phil Schiller and Eddy Cue, and scientists Tom Gruber and Alex Acero. When I was watching supremely confident Nvidia CEO Jensen Huang at this week’s WIRED Big Interview event, I kept thinking about the plight of Intel, which once stood atop the chip world with similar triumphalism.
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