Apple acquired a Canadian artificial intelligence (AI) startup called DarwinAI earlier this year, as reported by Bloomberg. The news assumes significance given the growing importance of AI in software and the fact that Apple is expected to bring more generative AI features to iOS 18 later this year.
According to the report, DarwinAI is known for developing AI technology that helps visually inspect components during manufacturing. It also specialises in making AI models that are smaller and faster, which is expected to benefit the Cupertino-based tech giant.
The report adds that a dozen DarwinAI employees have been added to Apple’s own AI team, including Alexander Wong, an AI researcher who helped build the startup’s AI technology.
Apple officially acknowledged the acquisition, but it did not offer specific reasons for it. It offered a standard response: “Apple buys smaller technology companies from time to time.”
Why Did Apple Acquire DarwinAI?
Generative AI is currently the buzzword in the tech world. While big names like Microsoft, Google, and Samsung have offered and improved their respective AI offerings, Apple has not even announced anything. At the moment, the perception is that Apple is trailing in AI. Apple’s only statement is when CEO Tim Cook said the company would break new ground in generative AI in 2024.
Apple is rumoured to be focusing on on-device AI experience instead of cloud-based features. This makes sense. Apple values customer privacy, a big part of its brand image and messaging. Since DarwinAI is known for smaller and faster AI systems, it can significantly help Apple in its efforts. On-device AI models also eliminate the need for constant internet connectivity to perform AI-powered tasks.
On-Device Generative AI War is On
iOS 18 is widely reported to be the most ambitious and compelling update for iPhone in years. It is expected to be loaded with generative AI experience that will change how people use iPhones. Speculations suggest we could see an upgraded Siri version along with AI-powered Apple apps like Messages, iWork, Shortcuts, Apple Music, and more.
Apple’s arch-rival Google already offers AI experiences on the Pixel 8 Pro. These are powered by the Gemini model, specifically Gemini Nano, for on-device AI tasks. Even Samsung’s Galaxy S24 series relies on the Google model to offer a host of AI features under the Galaxy AI umbrella.
Even though rivals have made noticeable progress in offering on-device generative AI, Apple is no stranger to entering the party late and stealing the show. We will have to wait and see if It can do the same once again when it comes to GenAI on smartphones.
