If we analyze the role that Apple played in arguably the most important technology of the year. probably artificial intelligence The word that best describes it is ugly.. On the one hand, we’ve seen big tech companies like Google, Microsoft and NVIDIA, as well as companies dedicated to the sector like OpenAI and Antrophic and many others, stepping on the accelerator to position (or at least try to) in foreground.

In Cupertino, however There were other goals that largely earned. Something, on the other hand, completely legitimate and understandable, because every company has its own priorities. In this particular case, we can assume that the big black hole that consumed many of the company’s resources was the Apple Vision Pro, a project that had been in development for years and that must undoubtedly have been quite complex both in terms of the last phase before its introduction and also the path that from it leads to the start of its commercialization, which is scheduled to begin in February 2024.

However, it is more noticeable the triumphalism that the company promotes when it talks about its attitude towards artificial intelligence. Back in May, when word got out that Apple was hiring AI talent, I remembered that a few months earlier, at the company’s employee-only event, Tim Cook had boasted about his progress in this area. Yes, at the beginning of the year when ChatGPT was already in all conversations and both Google and Microsoft also introduced the bell. In my opinion, an excess of triumphalism.

Well, the public position doesn’t seem to have changed, and in a very interesting interview + NBC visit to the company’s premises, An Apple executive states that he does not believe they are in any way behind, something that would no doubt be influenced by the number of AI tech companies they’ve acquired in recent years, more than 20 as of 2015. The problem? That they may have this technology, but so far it has barely been seen.

It seems, and we already told you a few months ago, that 2024 will be different in this sense, and that much of this development will come from Apple GPT, the internal name used in the company to denote LLM, which will be the foundation of the new Siri that will debut in iOS 18. Will claims of Apple’s AI strengths hold up in 2024? We’ll have to wait until WWDC 2024 for confirmation.