iOS 18—Apple deals another blow to Google with bold AI privacy decision

Apple just dealt another blow to archrival Google after making an AI decision that appeals to all iPhone users. According to Bloomberg’s Mark Gurman, Apple’s iOS 18 AI features work entirely on the device (iPhone) and do not require cloud processing.

For those who value iPhone privacy, iOS 18’s AI move is a big win, but not surprising given Apple’s known focus on this area. It also sends a strong message to Apple’s biggest rival, Google’s Android, that the iPhone maker will do everything it can to win in the increasingly competitive AI battleground.

Apple’s iOS 18 is expected to be announced at the Worldwide Developers Conference in June, along with powerful new iPhone AI features such as enhanced Siri and automatic summaries. The iPhone maker also plans to reveal its AI strategy in more detail.

“As the world awaits Apple’s big AI announcement on June 10th, it looks like the first wave of features will run entirely on-device,” Garman wrote. “This means there is no cloud processing component in the company’s Large Language Model (LLM), the software that powers the new functionality.”

It’s a model that powers automatic summarization, a key part of Apple’s AI strategy, and is expected to feature prominently at the iOS 18 launch.

Why on-device is better for iPhone privacy

On-device processing is much better than cloud. The reason is simply that the data isn’t leaving your iPhone. “Having AI commands processed on-device means users can rest easy knowing their input requests are unlikely to be monitored and analyzed by his Apple or other companies.” third parties,” says Jake Moore, ESET’s global cybersecurity advisor.

However, Apple’s AI features starting with iOS 18 require significant data processing power. The iPhone maker has been increasing its investment in hardware that can host AI, and it looks like the iPhone 16 will come with an enhanced neural engine. Moore said the next-generation iPhone will be “more powerful than ever before” and “clearly able to handle these big demands.”

And when AI requests are generated in the cloud, the potential for data collection and misuse by owners of large language models is much greater, Moore says. “Apple clearly believes that as all devices become more powerful over time, AI on devices is likely to become the norm, especially for privacy-conscious users.”

Apple vs. Google—AI privacy battleground

The AI ​​battleground is heating up, and with iOS 18 announced in June, it’s clear that Apple sees privacy as an area where it can help the company win. And Apple’s iOS 18 AI move is a clear blow to Google and Android devices in general.

However, Android Authority stated that it would be difficult to run an LLM similar to ChatGPT without additional cloud support, stating that “some of Samsung and Google’s most sophisticated AI features still require the power of cloud servers.” ”, he points out.

According to Android Authority, Samsung’s Galaxy AI includes some offline features with a “hybrid AI” approach, while Google’s Gemini Nano AI model is intended for on-device use.

If the iPhone maker can achieve this with iOS 18, an on-device-only approach will definitely set Apple apart. Of course, it helps that Apple owns the hardware, software, and platform, but it’s likely that at least some features will be implemented. Limited to iPhone16.

The next 12 months will be critical for Apple, which has overtaken iPhone maker Samsung as the world’s largest smartphone maker. According to a study by analyst IDC, Apple’s smartphone shipments fell by about 10% in the first quarter of 2024 as Samsung surged to a 20.8% market share.

Against this backdrop of uncertainty, Apple’s AI capabilities in iOS 18 should help the iPhone maker stand out, and the company is confident its devices can withstand the pressure to enhance AI LLM. It must be. However, Apple can change its mind at any time and give users the option to give up a little privacy for additional AI features in the future starting with iOS 18.