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Apple, the world’s leading company by market value, is expanding its expertise in generative AI to integrate it into iPhones and iPads. The company is actively hiring for numerous positions across various locations, including California, Seattle, Paris, and Beijing. These roles will focus on developing large language models (LLMs), which are capable of generating realistic text, images, or code in response to simple prompts.
The job postings, advertised between April and July, indicate that Apple is engaged in ambitious long-term research projects that will have a significant impact on the future of the company and its products. The Machine Intelligence, Neural Design (MIND) group is among the teams at Apple seeking researchers and engineers to work on various aspects of LLMs. From fundamental research to creating more efficient models for mobile devices, Apple aims to bring cutting-edge generative AI technologies specifically to mobile platforms.
While competitors like Microsoft-backed OpenAI and Google have already released generative AI products, such as chatbots and productivity assistants, Apple’s focus is on optimizing LLMs for mobile devices. This poses a significant technical challenge that has yet to be solved by Apple’s rivals, but it is crucial for the company’s core businesses, including device sales and associated services.
During an investor call, Apple CEO Tim Cook emphasized the importance of AI and machine learning, describing them as essential technologies that are integrated into virtually every product Apple develops. The company’s research and development spending has increased, with a significant portion allocated to generative AI. Apple is committed to investing heavily in this area in the coming months.
Apple has already demonstrated the potential of AI and machine learning through features like autocorrect and animated photos. The company’s short-term goal is to integrate generative AI into its existing products to enhance productivity and usability.
Running AI software on mobile devices offers several benefits, including faster performance and enhanced privacy and security. By processing data on-device without relying on cloud services, Apple aims to provide superior privacy protection and ensure that user data remains secure.
Apple is actively seeking talented individuals to join its team. Job postings indicate a focus on compressing and accelerating LLMs for on-device inference engines. The company also aims to bring state-of-the-art foundation models to mobile devices, enabling the next generation of machine learning-based experiences in a privacy-preserving manner.
Privacy is a key component of Apple’s marketing strategy, setting the company apart from competitors like Google and Facebook. Apple already offers on-device speech recognition with its digital assistant Siri, addressing concerns about unwanted audio recording.
Furthermore, Apple is building its AI expertise in Paris by attracting local talent. The company is hiring aggressively and plans to expand its small Paris lab. Recently, Apple hired researchers from Meta, the owner of Facebook, further strengthening its AI capabilities.
In 2020, Apple acquired Seattle-based AI startup Xnor, specializing in running complex machine learning models on mobile devices. This strategic move solidifies Apple’s presence in Seattle and demonstrates its commitment to advancing AI technology.
Last year, Apple also began experimenting with its own ChatGPT-like tools, showcasing its dedication to developing innovative AI solutions.
Apple has chosen not to comment on its hiring plans at this time.
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