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Posts tagged with "siri"

How Could Apple Use Open-Source AI Models?→

Yesterday, Wayne Ma, reporting for The Information, published an outstanding story detailing the internal turmoil at Apple that led to the delay of the highly anticipated Siri AI features last month. From the article:

In November 2022, OpenAI released ChatGPT to a thunderous response from the tech industry and public. Within Giannandrea’s AI team, however, senior leaders didn’t respond with a sense of urgency, according to former engineers who were on the team at the time.

The reaction was different inside Federighi’s software engineering group. Senior leaders of the Intelligent Systems team immediately began sharing papers about LLMs and openly talking about how they could be used to improve the iPhone, said multiple former Apple employees.

Excitement began to build within the software engineering group after members of the Intelligent Systems team presented demos to Federighi showcasing what could be achieved on iPhones with AI. Using OpenAI’s models, the demos showed how AI could understand content on a user’s phone screen and enable more conversational speech for navigating apps and performing other tasks.

Assuming the details in this report are correct, I truly can’t imagine how one could possibly see the debut of ChatGPT two years ago and not feel a sense of urgency. Fortunately, other teams at Apple did, and it sounds like they’re the folks who have now been put in charge of the next generation of Siri and AI.

There are plenty of other details worth reading in the full story (especially the parts about what Rockwell’s team wanted to accomplish with Siri and AI on the Vision Pro), but one tidbit in particular stood out to me: Federighi has now given the green light to rely on third-party, open-source LLMs to build the next wave of AI features.

Federighi has already shaken things up. In a departure from previous policy, he has instructed Siri’s machine-learning engineers to do whatever it takes to build the best AI features, even if it means using open-source models from other companies in its software products as opposed to Apple’s own models, according to a person familiar with the matter.

“Using” open-source models from other companies doesn’t necessarily mean shipping consumer features in iOS powered by external LLMs. I’ve seen some people interpret this paragraph as Apple preparing to release a local Siri powered by Llama 4 or DeepSeek, and I think we should pay more attention to that “build the best AI features” (emphasis mine) line.

My read of this part is that Federighi might have instructed his team to use distillation to better train Apple’s in-house models as a way to accelerate the development of the delayed Siri features and put them back on the company’s roadmap. Given Tim Cook’s public appreciation for DeepSeek and this morning’s New York Times report that the delayed features may come this fall, I wouldn’t be shocked to learn that Federighi told Siri’s ML team to distill DeepSeek R1’s reasoning knowledge into a new variant of their ∼3 billion parameter foundation model that runs on-device. Doing that wouldn’t mean that iOS 19’s Apple Intelligence would be “powered by DeepSeek”; it would just be a faster way for Apple to catch up without throwing away the foundational model they unveiled last year (which, supposedly, had a ~30% error rate).

In thinking about this possibility, I got curious and decided to check out the original paper that Apple published last year with details on how they trained the two versions of AFM (Apple Foundation Model): AFM-server and AFM-on-device. The latter would be the smaller, ~3 billion model that gets downloaded on-device with Apple Intelligence. I’ll let you guess what Apple did to improve the performance of the smaller model:

For the on-device model, we found that knowledge distillation (Hinton et al., 2015) and structural pruning are effective ways to improve model performance and training efficiency. These two methods are complementary to each other and work in different ways. More specifically, before training AFM-on-device, we initialize it from a pruned 6.4B model (trained from scratch using the same recipe as AFM-server), using pruning masks that are learned through a method similar to what is described in (Wang et al., 2020; Xia et al., 2023).

Or, more simply:

AFM-server core training is conducted from scratch, while AFM-on-device is distilled and pruned from a larger model.

If the distilled version of AFM-on-device that was tested until a few weeks ago produced a wrong output one third of the time, perhaps it would be a good idea to perform distillation again based on knowledge from other smarter and larger models? Say, using 250 Nvidia GB300 NVL72 servers?

(One last fun fact: per their paper, Apple trained AFM-server on 8192 TPUv4 chips for 6.3 trillion tokens; that setup still wouldn’t be as powerful as “only” 250 modern Nvidia servers today.)

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On Apple Allowing Third-Party Assistants on iOS→

This is an interesting idea by Parker Ortolani: what if Apple allowed users to change their default assistant from Siri to something else?

I do not want to harp on the Siri situation, but I do have one suggestion that I think Apple should listen to. Because I suspect it is going to take quite some time for the company to get the new Siri out the door properly, they should do what was previously unthinkable. That is, open up iOS to third-party assistants. I do not say this lightly. I am one of those folks who does not want iOS to be torn open like Android, but I am willing to sign on when it makes good common sense. Right now it does.

And:

I do not use Gemini as my primary LLM generally, I prefer to use ChatGPT and Claude most of the time for research, coding, and writing. But Gemini has proved to be the best assistant out of them all. So while we wait for Siri to get good, give us the ability to use custom assistants at the system level. It does not have to be available to everyone, heck create a special intent that Google and these companies need to apply for if you want. But these apps with proper system level overlays would be a massive improvement over the existing version of Siri. I do not want to have to launch the app every single time.

As a fan of the progressive opening up of iOS that’s been happening in Europe thanks to our laws, I can only welcome such a proposal – especially when I consider the fact that long-pressing the side button on my expensive phone defaults to an assistant that can’t even tell which month it is. If Apple truly thinks that Siri helps users “find what they need and get things done quickly”, they should create an Assistant API and allow other companies to compete with them. Let iPhone users decide which assistant they prefer in 2025.

Some people may argue that other assistants, unlike Siri, won’t be able to access key features such as sending messages or integrating with core iOS system frameworks. My reply would be: perhaps having a more prominent placement on iOS would actually push third-party companies to integrate with the iOS APIs that do exist. For instance, there is nothing stopping OpenAI from integrating ChatGPT with the Reminders app; they have done exactly that with MapKit, and if they wanted, they could plug into HomeKit, HealthKit, and the dozens of other frameworks available to developers. And for those iOS features that don’t have an API for other companies to support…well, that’s for Apple to fix.

From my perspective, it always goes back to the same idea: I should be able to freely swap out software on my Apple pocket computer just like I can thanks to a safe, established system on my Apple desktop computer. (Arguably, that is also the perspective of, you know, the law in Europe.) Even Google – a company that would have all the reasons not to let people swap the Gemini assistant for anything else – lets folks decide which assistant they want to use on Android. And, as you can imagine, competition there is producing some really interesting results.

I’m convinced that, at this point, a lot of people despise Siri and would simply prefer pressing their assistant button to talk to ChatGPT or Claude – even if that meant losing access to reminders, timers, and whatever it is that Siri can reliably accomplish these days. (I certainly wouldn’t mind putting Claude on my iPhone and leaving Siri on the Watch for timers and HomeKit.) Whether it’s because of superior world knowledge, proper multilingual abilities (something that Siri still doesn’t support!), or longer contextual conversations, hundreds of millions of people have clearly expressed their preference for new types of digital assistance and conversations that go beyond the antiquated skillset of Siri.

If a new version of Siri isn’t going to be ready for some time, and if Apple does indeed want to make the best computers for AI, maybe it’s time to open up that part of iOS in a way that goes beyond the (buggy) ChatGPT integration with Siri.

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Bloomberg Reports that Apple Is Shaking up Siri Leadership→

Less than two weeks ago, Apple announced that it was delaying the launch of a more personalized Siri. Today, Mark Gurman, reporting for Bloomberg, says the company is shuffling leadership of the project, too. According to Gurman:

Chief Executive Officer Tim Cook has lost confidence in the ability of AI head John Giannandrea to execute on product development, so he’s moving over another top executive to help: Vision Pro creator Mike Rockwell. In a new role, Rockwell will be in charge of the Siri virtual assistant, according to the people, who asked not to be identified because the moves haven’t been announced.

Giannandrea isn’t leaving Apple. Instead, Gurman says Giannandrea will continue to oversee “research, testing and technologies related to AI” including a team investigating robotics. Rockwell, who led the development of the Vision Pro, will report to Craig Federighi, Apple’s senior vice president of software.

Rockwell has had a long and successful track record at Apple, so hopefully Siri is in good hands going forward. It’s clear that there’s a lot of work to be done, but the promise of a more personalized Siri and a system for apps to communicate with each other via Apple Intelligence is something I’m glad the company isn’t giving up on. Hopefully, we’ll see some progress from Rockwell’s team soon.

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Notes on the Apple Intelligence Delay

Simon Willison, one of the more authoritative independent voices in the LLM space right now, published a good theory on what may have happened with Apple’s delay of Apple Intelligence’s Siri personalization features:

I have a hunch that this delay might relate to security.

These new Apple Intelligence features involve Siri responding to requests to access information in applications and then perform actions on the user’s behalf.

This is the worst possible combination for prompt injection attacks! Any time an LLM-based system has access to private data, tools it can call and potentially malicious instructions (like emails and text messages from untrusted strangers) there’s a risk that an attacker might subvert those tools and use them to damage or exfiltration a user’s data.

Willison has been writing about prompt injection attacks since 2023. We know that Mail’s AI summaries were (at least initially?) sort of susceptible to prompt injections (using hidden HTML elements), as were Writing Tools during the beta period. It’s scary to imagine what would happen with a well-crafted prompt injection when the attack’s surface area becomes the entire assistant directly plugged into your favorite apps with your data. But then again, one has to wonder why these features were demoed at all at Apple’s biggest software event last year and if those previews – absent a real, in-person event – were actually animated prototypes.

On this note, I disagree with Jason Snell’s idea that previewing Apple Intelligence last year was a good move no matter what. Are we sure that “nobody is looking” at Apple’s position in the AI space right now and that Siri isn’t continuing down its path of damaging Apple’s software reputation, like MobileMe did? As a reminder, the iPhone 16 lineup was advertised as “built for Apple Intelligence” in commercials, interviews, and Apple’s website.

If the company’s executives are so certain that the 2024 marketing blitz worked, why are they pulling Apple Intelligence ads from YouTube when “nobody is looking”?

On another security note: knowing Apple’s penchant for user permission prompts (Shortcuts and macOS are the worst offenders), I wouldn’t be surprised if the company tried to mitigate Siri’s potential hallucinations and/or the risk of prompt injections with permission dialogs everywhere, and later realized the experience was terrible. Remember: Apple announced an App Intents-driven system with assistant schemas that included actions for your web browser, file manager, camera, and more. Getting any of those actions wrong (think: worse than not picking your mom up at the airport, but actually deleting some of your documents) could have pretty disastrous consequences.

Regardless of what happened, here’s the kicker: according to Mark Gurman, “some within Apple’s AI division” believe that the delayed Apple Intelligence features may be scrapped altogether and replaced by a new system rebuilt from scratch. From his story, pay close attention to this paragraph:

There are also concerns internally that fixing Siri will require having more powerful AI models run on Apple’s devices. That could strain the hardware, meaning Apple either has to reduce its set of features or make the models run more slowly on current or older devices. It would also require upping the hardware capabilities of future products to make the features run at full strength.

Inference costs may have gone down over the past 12 months and context windows may have gotten bigger, but I’m guessing there’s only so much you can do locally with 8 GB of RAM when you have to draw on the user’s personal context across (potentially) dozens of different apps, and then have conversations with the user about those results. It’ll be interesting to watch what Apple does here within the next 1-2 years: more RAM for the same price on iPhones, even more tasks handed off to Private Cloud Compute, or a combination of both?

We’ll see how this will play out at WWDC 2025 and beyond. I continue to think that Apple and Google have the most exciting takes on AI in terms of applying the technology to user’s phones and apps they use everyday. The only difference is that one company’s announcements were theoretical, and the other’s are shipping today. It seems clear now that Apple got caught off guard by LLMs while they were going down the Vision Pro path, and I’ll be curious to see how their marketing strategy will play out in the coming months.

Apple Delays Siri Personalization→

Apple released a statement to John Gruber of Daring Fireball today announcing that it is delaying a “more personalized Siri.” According to Apple’s Jacqueline Roy:

Siri helps our users find what they need and get things done quickly, and in just the past six months, we’ve made Siri more conversational, introduced new features like type to Siri and product knowledge, and added an integration with ChatGPT. We’ve also been working on a more personalized Siri, giving it more awareness of your personal context, as well as the ability to take action for you within and across your apps. It’s going to take us longer than we thought to deliver on these features and we anticipate rolling them out in the coming year.

This isn’t surprising given where things stand with Siri and Apple Intelligence more generally, but it is still disappointing. Of all the features shown off at WWDC last year, the ability to have Siri take actions in multiple apps on your behalf through natural language requests was one of the most eagerly anticipated. But, I’d prefer to get a feature that works than one that is half-baked.

Still, you have to wonder where the rest of the AI market will be by the time a “more personalized Siri” is released and whether it will look as much like yesterday’s tech as some of today’s Apple Intelligence features do.

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“Everyone Is Caught Up, Except for Apple”→

Good post by Parker Ortolani (who’s blogging more frequently now; I recommend subscribing to his blog) on the new (and surprisingly good looking?) Alexa+ and where Apple stands with Siri:

So here we are. Everyone is caught up, except for Apple. Siri may have a pretty glowing animation but it is not even remotely the same kind of personal assistant that these others are. Even the version of Siri shown at WWDC last year doesn’t appear to be quite as powerful as Alexa+. Who knows how good the app intents powered Siri will even be at the end of the day when it ships, after all according to reports it has been pushed back and looks like an increasingly difficult endeavor. I obviously want Siri to be great. It desperately needs improvement, not just to compete but to make using an iPhone an even better experience.

I continue to think that Apple has immense potential for Apple Intelligence and Siri if they get both to work right with their ecosystem. But at this point, I have to wonder if we’ll see GTA 6 before Siri gets any good.

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Apple’s Commitment to AI Is Clear, But Its Execution Is Uneven

The day has finally arrived. iOS 18.1, iPadOS 18.1, and macOS 15.1 are all out and include Apple’s first major foray into the world of artificial intelligence. Of course, Apple is no stranger to AI and machine learning, but it became the narrative that the company was behind on AI because it didn’t market any of its OS features as such. Nor did it have anything resembling the generative AI tools from OpenAI, Midjourney, or a host of other companies.

However, with today’s OS updates, that has begun to change. Each update released today includes a far deeper set of new features than any other ‘.1’ release I can remember. Not only are the releases stuffed with a suite of artificial intelligence tools that Apple collectively refers to as Apple Intelligence, but there are a bunch of other new features that Niléane has written about, too.

The company is tackling AI in a unique and very Apple way that goes beyond just the marketing name the features have been given. As users have come to expect, Apple is taking an integrated approach. You don’t have to use a chatbot to do everything from proofreading text to summarizing articles; instead, Apple Intelligence is sprinkled throughout Apple’s OSes and system apps in ways that make them convenient to use with existing workflows.

If you don't want to use Apple Intelligence, you can turn it off with a single toggle in each OS's settings.

If you don’t want to use Apple Intelligence, you can turn it off with a single toggle in each OS’s settings.

Apple also recognizes that not everyone is a fan of AI tools, so they’re just as easy to ignore or turn off completely from System Settings on a Mac or Settings on an iPhone or iPad. Users are in control of the experience and their data, which is refreshing since that’s far from given in the broader AI industry.

The Apple Intelligence features themselves are a decidedly mixed bag, though. Some I like, but others don’t work very well or aren’t especially useful. To be fair, Apple has said that Apple Intelligence is a beta feature. This isn’t the first time that the company has given a feature the “beta” label even after it’s been released widely and is no longer part of the official developer or public beta programs. However, it’s still an unusual move and seems to reveal the pressure Apple is under to demonstrate its AI bona fides. Whatever the reasons behind the release, there’s no escaping the fact that most of the Apple Intelligence features we see today feel unfinished and unpolished, while others remain months away from release.

Still, it’s very early days for Apple Intelligence. These features will eventually graduate from betas to final products, and along the way, I expect they’ll improve. They may not be perfect, but what is certain from the extent of today’s releases and what has already been previewed in the developer beta of iOS 18.2, iPadOS 18.2, and macOS 15.2 is that Apple Intelligence is going to be a major component of Apple’s OSes going forward, so let’s look at what’s available today, what works, and what needs more attention.

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The New York Times Declares that Voice Assistants Have Lost the ‘AI Race’→

Brian Chen, Nico Grant, and Karen Weise of The New York Times set out to explain why voice assistants like Siri, Alexa, and Google Assistant seem primitive by comparison to ChatGPT. According to ex-Apple, Amazon, and Google engineers and employees, the difference is grounded in the approach the companies took with their assistants:

The assistants and the chatbots are based on different flavors of A.I. Chatbots are powered by what are known as large language models, which are systems trained to recognize and generate text based on enormous data sets scraped off the web. They can then suggest words to complete a sentence.

In contrast, Siri, Alexa and Google Assistant are essentially what are known as command-and-control systems. These can understand a finite list of questions and requests like “What’s the weather in New York City?” or “Turn on the bedroom lights.” If a user asks the virtual assistant to do something that is not in its code, the bot simply says it can’t help.

In the case of Siri, former Apple engineer John Burkey said the company’s assistant was designed as a monolithic database that took weeks to update with new capabilities. Burkey left Apple in 2016 after less than two years at the company according to his LinkedIn bio. According to other unnamed Apple sources, the company has been testing AI based on large language models in the years since Burkey’s departure:

At Apple’s headquarters last month, the company held its annual A.I. summit, an internal event for employees to learn about its large language model and other A.I. tools, two people who were briefed on the program said. Many engineers, including members of the Siri team, have been testing language-generating concepts every week, the people said.

It’s not surprising that sources have told The New York Times that Apple is researching the latest advances in artificial intelligence. All you have to do is visit the company’s Machine Learning Research website to see that. But to declare a winner in ‘the AI race’ based on the architecture of where voice assistants started compared to today’s chatbots is a bit facile. Voice assistants may be primitive by comparison to chatbots, but it’s far too early to count Apple, Google, or Amazon out or declare the race over, for that matter.

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Apple’s Fall OS Updates Promise Deeper HomeKit and Entertainment Integration

Apple’s fall OS updates will include a variety of HomeKit and home entertainment features. Unsurprisingly, some of those changes can be found in the company’s Home and TV apps, but this year, those apps only tell part of the overall story. To get the full picture, you need to zoom out from the apps, where you’ll find an interesting mix of new smart home device and entertainment features sprinkled throughout each platform.

Let’s start with HomeKit devices. This year, many of the changes coming to Apple’s OSes relate to two important categories: video cameras and door locks. Controlling both types of devices will become easier this fall, thanks to deeper integration with the upcoming OS releases.

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