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Apple CEO Tim Cook (L); John Giannandrea (C), senior vice president of machine learning and AI strategy; and Craig Federighi (R), senior vice president of software engineering, speak during Apple’s annual Worldwide Developers Conference in Cupertino, California, on June 10, 2024.

Nic Coury | AFP | Getty Images

Apple fully embraced artificial intelligence on Monday, as company executives explained the features and reasoning behind Apple Intelligence, the company’s new AI software suite.

But Apple’s Worldwide Developers Conference launch event was carefully crafted to distinguish the iPhone maker from current AI leaders, such as Microsoft and Google, at a panel discussion Monday afternoon.

Software chief Craig Federighi and AI chief John Giannandrea said during the panel that Apple has a different approach to the technology than its Silicon Valley rivals. Unlike companies that are building AI for a broad range of products, Apple is instead focused only on the devices it sells and the personal data that AI could use.

Apple revealed a more limited approach that eschews future-focused thinking about the potential of the technology in favor of small tasks that can be done now without burning up battery life.

“We think AI’s role is not to replace our users but to empower them,” Federighi said.

Apple’s AI may be the first that its over 2 billion users interact with. If its AI features are favored over cloud-based competition from Microsoft or Google, it could change how billions of dollars in AI infrastructure per year is built and shift the direction of products that use the technology.

Much of the AI development that has captured investor and technological interest has focused on building or securing powerful supercomputers equipped with Nvidia chips to develop even more power-hungry AI models. In this scenario, users access the AI software by communicating with equally powerful servers over the web.

Apple’s AI is mostly on your device

Apple Intelligence was unveiled during Apple’s Worldwide Developers Conference in Cupertino, California, on June 10, 2024.

Source: Apple Inc.

Apple’s vision for AI isn’t about one big model — it’s a slew of smaller models that don’t require the same amount of computing power and memory, running on Apple’s devices and chips themselves. If the AI on the phone can’t do it, then Apple, or an app using Apple’s tools, reaches out to the cloud to access a larger AI model. Apple partnered with OpenAI, for example, to give users access to ChatGPT if Siri can’t provide an answer. These features come into play only if users allow it.

Apple executives don’t refer to this strategy as using one or multiple models. Instead, they package it as just “Apple Intelligence.”

“We think that the right approach to this is to have a series of different models and different sizes for different use cases,” Giannandrea said.

Giannandrea said the company worked to create a 3-billion parameter model as part of Apple Intelligence. ChatGPT’s GPT-3 model from 2020, in comparison, is much larger, at 175 billion parameters. The more parameters, the more memory and computing power needed to run the model.

Apple’s approach is faster than the cloud-based options and has privacy benefits. However, there can be issues when the models are too small to get anything done. Apple is betting that through a user’s iPhone, its AI can tap into personal data about appointments, location, and what the user is doing. One example provided by Federighi is that his phone knows who his daughter is.

Apple also says it’s making sure its small models work only on tasks they can excel at, rather than give users an open-ended chatbot interface.

“There’s a critical extra step, which is we’re not taking this teenager and telling him to go fly an airplane,” Federighi said.

Many AI features Apple announced on Monday are similar to products already announced this year. Apple’s AI can summarize and rewrite documents, generate small images, and translate conversations in real time. One notable feature will enable users to generate new emojis using AI without connecting to the internet. The new features will be released this fall in a beta version.

Apple’s approach to privacy

Private Cloud Compute unveiled during Apple’s Worldwide Developers Conference in Cupertino, California, on June 10, 2024.

Source: Apple Inc.

Privacy will be a challenge for Apple as it embraces AI. It has used privacy as one of its primary marketing tools for years, highlighting that Apple’s business model doesn’t require ad targeting and that it has the best interests of its users in mind versus data brokers and spammers.

Other AI companies collect user data and store it to improve their software, a practice that doesn’t fit Apple’s current privacy policies. Much of Apple’s presentation on Monday pointed to steps the company has taken to prevent the impression that it’s hoovering up user data to improve its AI.

“We’re not going to take that data and go send it to some cloud somewhere,” Giannandrea said. “Because we want everything to be very private, whether it’s running locally or on a cloud computing service, and that’s the way we want it so we can use your most personal data.”

Apple didn’t detail what data was used to train its AI models, beyond that it uses files scraped from the public web in addition to licensed data, such as news archives and stock photography.

Apple said it developed its own servers using its Apple chips, called Apple Private Cloud, to prevent user data sent back to an AI server from being stored or re-used. It will allow third parties to inspect the software, a notable move for a secrecy-focused company that usually doesn’t provide information about its infrastructure.

“Even if a company maybe makes a promise and says, ‘Well, hey, look, we’re not going to do anything with the data.’ You have no way to verify that,” Federighi said, explaining why Apple will allow inspection of its AI server software.

More AI to come

ChatGPT integration with Apple iOS 18 announced during Apple’s Worldwide Developers Conference in Cupertino, California, on June 10, 2024.

Source: Apple Inc.

At times, Apple officials seemed to downplay how big a shift this is in the company’s AI strategy, saying that it’s a continuation of the machine learning work the company has already done to edit photos or transcribe text, or to put AI-specific blocks on its chips.

“It’s only recently that others are starting to suddenly claim like there’s some new category there,” Federighi said. “But those are things we’ve been shipping for a long time.”

However, Apple didn’t bet it all on a single approach. It will offer ChatGPT built into its operating systems, allowing users to prompt OpenAI’s model for free and offering users a more powerful and larger AI model. However, OpenAI’s ChatGPT will be marked in Apple’s software, telling users that data will be sent to OpenAI servers, which run on Microsoft’s cloud. Answers will indicate that they were generated by ChatGPT, too, just in case they go off the rails.

Apple said it could offer different models in the future, signaling that Apple Intelligence is not the only AI system it expects its customers to use. Federighi said that one day some of its customers might want a medical AI system or legal AI model built into Apple products, for example. Or maybe one of Google’s models.

“We’re going to look forward to doing integrations with models like Google Gemini, for instance, in the future. I mean, nothing to announce right now,” Federighi said. “But that’s our direction.”

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CNBC Daily Open: Some hope after last week’s U.S. market rout

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CNBC Daily Open: Some hope after last week's U.S. market rout

Traders work on the floor of the New York Stock Exchange (NYSE) on Nov. 21, 2025 in New York City.

Spencer Platt | Getty Images

Last week on Wall Street, two forces dragged stocks lower: a set of high-stakes numbers from Nvidia and the U.S. jobs report that landed with more heat than expected. But the leaves that remained after hot tea scalded investors seemed to augur good tidings.

Even though Nvidia’s third-quarter results easily breezed past Wall Street’s estimates, they couldn’t quell worries about lofty valuations and an unsustainable bubble inflating in the artificial intelligence sector. The “Magnificent Seven” cohort — save Alphabethad a losing week.

The U.S. Bureau of Labor Statistics added to the pressure. September payrolls rose far more than economists expected, prompting investors to pare back their bets of a December interest rate cut. The timing didn’t help matters, as the report had been delayed and hit just as markets were already on edge.

By Friday’s close, the S&P 500 and Dow Jones Industrial Average lost roughly 2% for the week, while the Nasdaq Composite tumbled 2.7%.

Still, a flicker of hope appeared on the horizon.

On Friday, New York Federal Reserve President John Williams said that he sees “room” for the central bank to lower interest rates, describing current policy as “modestly restrictive.” His comments caused traders to increase their bets on a December cut to around 70%, up from 44.4% a week ago, according to the CME FedWatch tool.

And despite a broad sell-off in AI stocks last week, Alphabet shares bucked the trend. Investors seemed impressed by its new AI model, Gemini 3, and hopeful that its development of custom chips could rival Nvidia’s in the long run.

Meanwhile, Eli Lilly’s ascent into the $1 trillion valuation club served as a reminder that market leadership doesn’t belong to tech alone. In a market defined by narrow concentration, any sign of broadening strength is a welcome change.

Diversification, even within AI’s sprawling ecosystem, might be exactly what this market needs now.

What you need to know today

And finally…

The Beijing music venue DDC was one of the latest to have to cancel a performance by a Japanese artist on Nov. 20, 2025, in the wake of escalating bilateral tensions.

Screenshot

Japanese concerts in China are getting abruptly canceled as tensions simmer

China’s escalating dispute with Japan reinforces Beijing’s growing economic influence — and penchant for abrupt actions that can create uncertainty for businesses.

Hours before Japanese jazz quintet The Blend was due to perform in Beijing on Thursday, a plainclothesman walked into the DDC music club during a sound check. Then, “the owner of the live house came to me and said: ‘The police has told me tonight is canceled,'” said Christian Petersen-Clausen, a music agent.

— Evelyn Cheng

Correction: This report has been updated to correct the spelling of Eli Lilly.

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Meta halted internal research suggesting social media harm, court filing alleges

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Meta halted internal research suggesting social media harm, court filing alleges

Meta halted internal research that purportedly showed that people who stopped using Facebook became less depressed and anxious, according to a legal filing that was released on Friday.

The social media giant was alleged to have initiated the study, dubbed Project Mercury, in late 2019 as a way to help it “explore the impact that our apps have on polarization, news consumption, well-being, and daily social interactions,” according to the legal brief, filed in the United States District Court for the Northern District of California.

The filing contains newly unredacted information pertaining to Meta.

The newly released legal brief is related to high-profile multidistrict litigation from a variety of plaintiffs, such as school districts, parents and state attorneys general against social media companies like Meta, Google’s YouTube, Snap and TikTok.

The plaintiffs claim that these businesses were aware that their respective platforms caused various mental health-related harms to children and young adults, but failed to take action and instead misled educators and authorities, among several allegations.

“We strongly disagree with these allegations, which rely on cherry-picked quotes and misinformed opinions in an attempt to present a deliberately misleading picture,” Meta spokesperson Andy Stone said in a statement. “The full record will show that for over a decade, we have listened to parents, researched issues that matter most, and made real changes to protect teens—like introducing Teen Accounts with built-in protections and providing parents with controls to manage their teens’ experiences.”

A Google spokesperson said in a statement that “These lawsuits fundamentally misunderstand how YouTube works and the allegations are simply not true.”

“YouTube is a streaming service where people come to watch everything from live sports to podcasts to their favorite creators, primarily on TV screens, not a social network where people go to catch up with friends,” the Google spokesperson said. “We’ve also developed dedicated tools for young people, guided by child safety experts, that give families control.”

Snap and TikTok did not immediately respond to a request for comment.

The 2019 Meta research was based on a random sample of consumers who stopped their Facebook and Instagram usage for a month, the lawsuit said. The lawsuit alleged that Meta was disappointed that the initial tests of the study showed that people who stopped using Facebook “for a week reported lower feelings of depression, anxiety, loneliness, and social comparison.”

Meta allegedly chose not to “sound the alarm,” but instead stopped the research, the lawsuit said.

“The company never publicly disclosed the results of its deactivation study,” according to the suit. “Instead, Meta lied to Congress about what it knew.”

The lawsuit cites an unnamed Meta employee who allegedly said, “If the results are bad and we don’t publish and they leak, is it going to look like tobacco companies doing research and knowing cigs were bad and then keeping that info to themselves?”

Stone, in a series of social media posts, pushed back on the lawsuit’s implication that Meta shuttered the internal research after it allegedly showed a causal relationship between its apps and adverse mental-health effects.

Stone characterized the 2019 study as flawed and said it was the reason that the company expressed disappointment. The study, Stone said, merely found that “people who believed using Facebook was bad for them felt better when they stopped using it.”

“This is a confirmation of other public research (“deactivation studies”) out there that demonstrates the same effect,” Stone said in a separate post. “It makes intuitive sense but it doesn’t show anything about the actual effect of using the platform.”

CNBC’s Lora Kolodny contributed reporting.

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Google’s new AI model puts OpenAI, the great conundrum of this market, on shakier ground

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Google's new AI model puts OpenAI, the great conundrum of this market, on shakier ground

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