Insights from the 2024 iPhone Event: Apple’s AI Approach and What It Means

Back at WWDC in June, Apple introduced Apple Intelligence, their take on leveraging AI for their ecosystem, which many expect will have a major impact in the broader GenAI landscape. As Apple begins rolling out these features, we at Marino Software see strong parallels with our own AI approach, especially when it comes to the balance between data privacy, local compute, and secure cloud usage.

The Apple Effect: Introducing GenAI to the Masses

For many people, the September event marks the first time they take notice of Apple’s AI capabilities. While other tech giants have been leading the AI charge, there’s often a tipping point when Apple steps into the ring. It's possible that when users start interacting with Apple Intelligence on their new devices, it might be their first true foray into the world of generative AI — beyond a quick chat with a chatbot.

However, it is a bit disappointing that not all of the AI features teased in June are ready in time to ship with the new iPhones. These will be released in staggered updates to iOS over the next year. 

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Privacy and Security Come First

At Marino, we share Apple’s philosophy when it comes to AI: privacy and security come first. AI is at its most powerful when it has access to relevant data, but that data must be handled with care. Let’s explore two key ways Marino’s approach to GenAI mirrors Apple’s strategy:

1. Local Models where Appropriate
   One of the standout features of Apple’s AI strategy is the use of on-device models, ensuring that sensitive data never needs to leave the device unless absolutely necessary. This is something we take seriously as well. Our developers have been experimenting with using Large Language Models (LLMs) running on their own development machines for AI augmented software development. Giving the LLMs context from our source code repositories without it ever having to leave the safety of our own devices. In many cases, there’s no need for proprietary data to go to the cloud, and keeping things local adds an extra layer of privacy and control.
2. Leaning on the Cloud for Scale & Performance, Without Sacrificing Privacy
   Where Apple uses the cloud, they do so securely through their innovative Private Cloud Compute approach, ensuring that users’ private data isn’t exposed. This mirrors our work at Marino with enterprise clients. As AWS partners we use Bedrock-hosted LLMs to provide scalable, performant AI solutions that connect securely with private data. AWS’s approach to security in Bedrock is robust, featuring encrypted data storage, fine-grained access control, and stringent compliance with global security standards. This level of security, paired with the performance benefits of cloud computing, allows us to offer AI solutions that are both safe and scalable.

Accessibility and Health Tech

Beyond the AI-focused announcements, Apple’s event also brought exciting updates in health and accessibility, with features like hearing aid functionality for AirPods Pro and sleep apnea detection for Apple Watch. Accessibility and health technology have long been a focus for Marino Software as well, and we’re thrilled to see Apple pushing the boundaries in this space.

The Path Forward

As Apple continues to roll out its AI-driven features over the next year, we’re excited to see how users react and interact with these advancements. At Marino Software, we’re committed to staying at the forefront of AI development, always ensuring that our clients benefit from the latest innovations while keeping their data safe and private.

The tech world is rapidly evolving, and the convergence of AI, health tech, and accessibility offers endless opportunities. We’re ready to embrace these changes, just as Apple is doing with their newest releases.

Whether you’re as excited about the new iPhone as we are, or you’re more interested in how GenAI can transform your enterprise, Marino Software is here to help you navigate this ever-evolving landscape.