Rumor has it that the iPhone maker is quietly working on “Apple GPT” to compete with OpenAI, Microsoft and Google. But Apple isn’t quite sure what to do with generative AI just yet.

Bloomberg analyst Mark Gurman, who lives at home in Cupertino, believes Apple is working on a framework for building LLM models called Ajax. This framework, in turn, is based on the technology of the major competitor Google and also runs on Google Cloud servers. Ajax is primarily intended to improve the virtual assistant Siri, but Gurman does not rule out that Apple could come up with an “Apple GPT” at some point.

What this bot should be able to do and how Apple wants to use it in its ecosystem is not yet clear to Gurman. For the time being, the iPhone manufacturer lacks a clear strategy. According to reports, Apple has been negotiating a cooperation with OpenAI, but both parties could not reach an agreement. What OpenAI, Microsoft and Google can do, we can do too, that currently seems to be the reason for Apple’s AI strategy.

AR or AI?

The fact that Apple is suddenly going all-in on AI is all the more remarkable given the recent launch of the Vision Pro AR headset. Tim Cook has never made it a secret that he’s a big fan of augmented reality, which he’s repeatedly called the technology of the future.

According to another well-known Apple analyst, Ming-Chi Kuo, investors are pressuring Cook and Co. to do more with AI as well. As the AI ​​hype continues to grow, the virtual dimensions seem to be of little interest. That’s the conclusion Mark Zuckerberg and his colleagues at Meta had to come to as well.

In any case, we don’t seem to have to reckon with too big AI announcements this year. The remaining events in 2023 will revolve around the new iPhone and other hardware products. The analysts open the door to WWDC 2024. This conference already seems interesting.