Apple wants to improve its AI offerings by collecting more of your data

By Christian de Looper Published January 28, 2017

Apple wants to take its artificial intelligence offerings to the next level. How is it going to do that? Well, the next version of iOS 10 will allow users to share their iCloud data with Apple to help improve Apple’s software products and to help make Siri smarter. The iOS 10.3 beta was released earlier this week and the consumer version will likely roll out in coming months.

Features like this obviously send off privacy alarm bells, but the fact is users have to opt into the new feature for data to be sent to Apple — it won’t be enabled by default. Not only that, but Apple says it will employ “privacy preserving techniques” in using the data — such as the “differential privacy” it showed off at the Worldwide Developers Conference in June.

Recommended Videos

So what is this “differential privacy?” Well, it is basically a way to scramble user data so that it cannot be traced back to any particular user, after which data can be analyzed in bulk to look for trends — all without Apple knowing which data relates to you.

Google has remained a few steps ahead of Apple when it comes to artificial intelligence and developing machine learning software to implement into software services, but that is arguably because Apple prioritizes data privacy a little more than Google. Still, Apple’s hardware sales are gradually slowing, meaning there is more pressure on the company to develop more innovative software — which, these days, means having to make use of artificial intelligence and machine learning.

Indeed, services like iMessage, Spotlight Search, and Notes already make use of new machine learning techniques. iMessage, for example, uses data from your keyboard to predict text and emojis, while Spotlight Search flags popular searches to better rank search results, and Notes, which is getting more interactive by underlining things like dates, which can send events to your calendar.

Apple’s journey into true artificial intelligence is slow, but it is steady and effective too. We’ll likely see a ton more artificial intelligence features in iOS 11 and beyond.

Topics

Christian de Looper

Contributor

Christian de Looper is a long-time freelance writer who has covered every facet of the consumer tech and electric vehicle…

Mobile

The iPad doesn’t need AI, but Apple must fix something else

Top view of the rear shell on the 11th Gen iPad.

I just finished testing the new entry-level iPad, and so far, I am fairly impressed by the tablet. You can’t get a better value than this slate for $349. From the external hardware to the innards, there is hardly any alternative from the Android side that can deliver a superior experience.
This year, Apple delivered a couple of surprises, in addition to the expected chip upgrade. You now get twice the storage for the same ask, and the RAM has also been bumped up. In a nutshell, it’s faster, better at multi-tasking, and without any storage headaches, even if your budget is tight.
Apple, however, hasn’t fixed the software situation with iPadOS, which continues to bother with its fair share of quirks in tow. This year, however, the software gulf is even wider between the baseline iPad and every other tablet in Apple’s portfolio. Stage Manager has been the big differentiator so far, but in 2025, we have another deep chasm.

A good riddance with AI

Mobile

WWDC 2025: everything you need to know

The Worldwide Developer Conference or WWDC is one of Apple's most vital annual events where software updates take the center stage. At WWDC 2025, Apple is expected to showcase changes to the iOS and macOS that will substantially improve how we interact with the iPhone, iPad, and the Mac. But that are not all the announcements, as Apple will also discuss improvements to all of its interface running on different categories of devices. Besides software, we might witness some hardware announcements too.

Here's everything you need to know about the potential announcements Apple is likely to make in June this year at WWDC 2025.
WWDC 2025: When will it happen?
WWDC typically takes place in the first half of June every year, though the dates change every year. Apple likes to kick off the event with a keynote on a Monday, and will continue the tradition this year.

Mobile

This could be what to expect from Apple’s massive iOS 19 overhaul, sneak peek

iOS 19 mock

Apple has just confirmed the dates for its WWDC 2025 and now we've seen a leak of just what we may be able to expect from iOS 19.

The rumour mill has been churning out lots about this being Apple's biggest redesign and overhaul since iOS 7.