Apple’s AI Strategy: Some Quick Takeaways from WWDC24

The main takeaway from WWDC24: Apple’s AI strategy is all about calculated, steady moves. They're not chasing trends but focusing on thoughtful integration that genuinely enhances user experience.

Firstly, Apple isn’t diving headfirst into AI at any cost. They’re taking a measured approach, much like they did with Apple Maps. By developing AI in-house and using their own servers, they control costs and avoid the skyrocketing expenses most are likely experiencing with AI integrations. This way, they ensure sustainability rather than chasing unsustainable economic models.

Secondly, Apple is being careful about how they integrate AI into their products. By using AI for specific features they control end-to-end, they manage to minimise the randomness and potential downsides of today’s AI models. In other words, the opposite of Microsoft's initial forays into AI. For instance, Apple is using AI to enhance autocorrect and predictive text, making these features feel more natural and intuitive. They also leverage AI for image-related tasks, which can be handled on-device, ensuring a fun and controlled user experience.

This strategy allows Apple to deeply integrate AI into the OS and provide APIs for third parties, focusing on on-device and private applications. This deep integration is where Apple likely plans to excel, unlike the rushed and costly AI integrations seen elsewhere.

Apple’s strategy is about balancing aggressive integration with patience, avoiding the pitfalls of rapidly growing AI costs and reliability issues. By doing so, they’re setting themselves up for long-term success, making AI work for users in a way that’s both innovative, intuitive and practical.