How Apple Is Taking AI To The Masses

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Engineers and product managers at Apple’s headquarters at Cupertino these days are obsessed with the idea of embedding artificial intelligence (AI) into every aspect of consumer’s digital touch points. That’s because Apple chief Tim Cook wants AI to be like air, all pervasive yet invisible.

Differential privacy

“Apple’s stand on protecting user privacy had sort of slowed them down. Machine learning and AI are based on tonnes of data. This means to get data, the engine needs to collect data from users. But given that Apple has a very strong stand on privacy it took a huge hit on AI development. But with differential privacy, Apple has emerged as a big winner and is back in the game big time,” said Sanchit Vir Gogia, Chief Analyst, Founder & CEO, Greyhound.

Differential privacy allows Apple to build AI products that understand users without snooping on their activities. “It’s based on anonymising data. Apple adds noises inside data they collect. So even when a hacker comes to hack, he will not be able to connect to a user. For example, if you take a  picture at a certain location, Apple will introduce 20 more pictures from some other location so that no one will get to know that the user was at a specific location. This is a huge plus for Apple,” says Gogia.

Strong user base

“Apple’s user base is so strong, its integration with the ecosystem is so efficient that when Apple comes out with newer applications of AI its impact on users will be significant. Other players still have issues on privacy, trojans and phone kernel which makes it vulnerable,” says Gogia.


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Sanchit Vir Gogia: Sanchit is the Chief Analyst, Founder & CEO of Greyhound Knowledge Group, a Global Strategy & Transformation Research, Advisory & Consulting Firm. To read more about him, click here.

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