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Apple is developing its own large language model (LLM) that runs on the device to prioritize speed and privacy, reports Mark Gurman of Bloomberg. In his Power On newsletter, Gurman said Apple's LLM is at the heart of future generative AI functions. "All the signs" obviously suggest that it will run entirely on the device, rather than through the cloud like most existing AI services.
Because they will run on the device, Apple's AI tools may be less effective in certain cases than its direct cloud competitors, but Gurman suggested the company could "fill in the gaps" by licensing technology from Google and other AI service providers. Gurman reported last month that Apple is in talks with Google to integrate its Gemini AI engine into the iPhone as part of iOS 18. The main advantages of on-device processing are faster response times and better privacy compared to cloud-based solutions.
Apple's marketing strategy for its AI technology will obviously be based on how it can be useful for users' daily lives, rather than its power. Apple's broader AI strategy is expected to be unveiled alongside previews of major software updates at WWDC in June.
