Apple has finally broken its silence on its generative AI strategy with the launch of OpenELM ("Open-source Efficient Language Models"), a collection of four new language models. Available on Hugging Face, these models range in complexity from 270 million to 3 billion parameters and are designed for efficiency, making them suitable for running directly on devices like iPhones and laptops.
This is the first hard evidence of Apple’s rumored strategy to embed AI capabilities locally on their devices (rather than relying solely on cloud computing). As you know, Apple CEO Tim Cook hinted at this direction in February, mentioning the company’s significant investment in AI. The initiative to develop these small, efficient models aligns with Apple's long-term goal to enhance the user experience by integrating more advanced AI features directly into their hardware.
Despite these advancements, Apple has explored partnerships with major AI players like Google and OpenAI, suggesting a recognition of the benefits of collaborative approaches to AI development and deployment. This might be part of a larger strategy to ensure its devices remain competitive in an increasingly AI-driven market. Time will tell.
It may seem like I'm spending too much time attempting to confirm or deny Apple AI rumors, but remember: as of 2023, there are approximately 1.46 billion active iPhone users worldwide. While this only represents 21.67% of the world's total smartphone users, iPhone users statistically tend to be concentrated in the western world, wealthier, and more educated, so Apple's AI integration into iOS is going to have an outsized influence over the future applications of AI (not just apps).
As always, your thoughts and comments are both welcome and encouraged. Just reply to this email. -s
ABOUT SHELLY PALMER
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit shellypalmer.com.
