According to Mark Gurman, Apple is developing its own large language model (LLM) running on the device to prioritize speed and privacy. Bloomberg. Apple’s Master is at the heart of future productive AI functions, Gurman said in the Power On newsletter. “All signs” clearly indicate that it will run entirely on-device and not over the cloud like most existing AI services.

Apple’s AI tools may be less effective in some cases than direct cloud rivals because they will run on-device, but Gurman suggested the company could “fill in the gaps” by licensing the technology from Google and other AI service providers. Gurman reported last month that Apple was in talks with Google to integrate the 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 AI technology will obviously be based on how it can benefit users’ daily lives rather than its strength. Apple’s broader AI strategy is expected to be unveiled at WWDC in June, along with previews of major software updates.