Apple is secretly spending big on its ChatGPT rival to reinvent Siri and AppleCare

Apple is apparently going hard on developing AI, according to a new report that says it’s investing millions of dollars every day in multiple AI projects to rival the likes of ChatGPT.

According to those in the know (via The Verge, citing a paywalled report at The Information), Apple has teams working on conversational AI (read: chatbots), image-generating AIs, and 'multimodel AI' which would be a hybrid of the others – being able to create video, images and text responses to queries.

These AI models would have a variety of uses, including supporting Apple Care users as well as boosting Siri’s capabilities.

Currently, the most sophisticated large language model (LLM) Apple has produced is known as Ajax GPT. It’s reportedly been trained on over 200 billion parameters, and is claimed to be more powerful than OpenAI’s GPT-3.5; this was what ChatGPT used when it first became available to the general public in 2022, though Open AI has since updated its service to GPT-4.

As with all rumors, we should take these reports with a pinch of salt. For now, Apple is remaining tight-lipped about its AI plans, and much like we saw with its Vision Pro VR headset plans, it won’t reveal anything official until it’s ready – if it even has anything to reveal.

The idea of Apple developing its own alternative to ChatGPT isn’t exactly far-fetched though – everyone and their dog in the tech space is working on AI at the moment, with Google, Microsoft, X (formerly Twitter), and Meta just a few of those with public AI aspirations.

Close-up of the Siri interface

Siri can reportedly expect a few upgrades, but when? (Image credit: Shutterstock / Tada Images)

Don't expect to see Apple AI soon

We should bear in mind that polish is everything for Apple; it doesn't release new products until it feels its got everything right, and chatbots are notoriously the antithesis of this philosophy. So much so that AI developers have a term – 'to hallucinate' – to describe when AI chatbots are incorrect, incoherent, or make information up, because they do it embarrassingly frequently. Even ChatGPT and the best ChatGPT alternatives are prone to hallucinating multiple times in a session, and even when you aren’t purposefully trying to befuddle them.

We wouldn’t be too surprised if some Apple bots started to trickle out soon, though – even as early as next month. Something like its Apple Care AI assistant would presumably have a fairly simple task of matching up user complaints with a set of common troubleshooting solutions, patching you through to a human or sending you to a real-world Apple store if it gets stumped. But something like its Ajax GPT? We’ll be lucky to see it in 2024; at least not without training wheels.

If given as much freedom as ChatGPT, Ajax could embarrass Apple and erode our  perception of the brand for delivering finely-tuned and glitch-free products out of the box. The only way we'll see Ajax soon is if AI takes a serious leap forward in terms of reliability – which is unlikely to happen quickly – or if Apple puts a boatload of limitations on its AI to ensure that it avoids making errors or wading into controversial topics. This chatbot would likely still be fine, but depending on how restricted it is, Ajax may struggle to be taken seriously as a ChatGPT rival.

Given that Apple has an event on September 12 – the Apple September event, at which we're expecting it to reveal the iPhone 15 handsets, among other products – there’s a slim chance we could hear something about its AI soon. But we wouldn’t recommend holding your breath for anything more than a few Siri updates.

Instead, we’d recommend keeping your eye on WWDC over the next few years (the company’s annual developer’s conference) to find out what AI chatbot plans Apple has up its sleeves. Just don’t be disappointed if we’re waiting until 2025 or beyond for an official update.

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The Sony WH-1000XM4 won’t reinvent noise-cancelling headphones – and they don’t need to

Rumors of the Sony WH-1000XM4 – the successors to the best headphones we've ever tested – have been ramping up in recent months, coming to a head when a Walmart listing that appears to describe all the specs of the new headphones was leaked. 

While the existence of the XM4s is yet to be confirmed by Sony, the Walmart listing revealed the kind of changes (or lack thereof) we can expect over the Sony WH-1000XM3.

Now, normally we would expect a brand to make some significant changes when bringing out a successor to its last pair of headphones. In this instance, however, we’re relieved that Sony hasn’t tinkered too much with its class-leading noise-cancelling headphones.

Instead, it looks like the company is making some very considered tweaks to the XM3, which could genuinely improve the user experience without detracting from a winning design. As they say, ‘if it ain’t broke, don’t fix it’. 

What’s new with the Sony WH-1000XM4?

According to the leaked listing, one of these tweaks is the ability to connect more than one audio source to the headphones at once; multipoint pairing is something users of the XM3s have been calling out for, and it will allow you to pair the WH-1000XM4s with your laptop and your smartphone at the same time. 

There should also be a slight improvement to the sound quality. A feature known as  “Edge-AI” can restore the detail lost in highly compressed audio files by upscaling them in real time, which Sony says delivers sound “as close as possible to that of a wired connection.”

Wireless headphones have long been considered inferior to their wired counterparts in terms of audio fidelity, so this tweak will likely appease audiophiles who haven’t yet committed to cutting the cord.

Connectivity in general should be improved too, as Sony makes the leap from Bluetooth 4.2 to Bluetooth 5, which brings faster pairing times, connectivity over longer distances, and stronger pairing in high traffic areas.

sony wh-1000xm3

The Sony WH-1000XM3.

Anyone who has used the Sony WH-1000XM3s to make phone calls should notice an improvement in the sound quality as well, with a feature called Precise Voice Pickup that uses the headphones’ five microphones and advanced audio signal processing to make your voice sound clearer.

The noise cancellation that made the Sony WH-1000XM3s so popular is also due an upgrade. According to the leaked listing, a feature called Adaptive Sound Control will “learn to recognize locations you frequently visit, such as your workplace or your favorite cafe.”

“In addition it automatically detects what you’re up to – for example, walking, waiting, or traveling – and then adjusts ambient sound settings to best suit the situation,” says Sony. This is a feature that’s already been brought to the XM3s via a firmware update, so we've had a bit of a preview already. 

These are all smart tweaks to already-great features. So what’s staying the same with the Sony WH-1000XM4?

What’s staying the same?

Aside from these little tweaks and upgrades, the new XM4s seem to be very similar to their predecessors.

It looks like there won’t be any material changes to the design of the Sony WH-1000XM4s, which we think is a great thing. We loved how comfortable the XM3s felt, with big padded earcups and a soft headband.

They also looked great, with a sleek, minimalist build that appeals to a wide range of people, and we liked the touchpad controls – another feature that will be making a return. 

The sound quality shouldn’t change substantially either, aside from that AI upscaling feature that will help to curb the data loss from highly compressed files. Judging from the leaked listing, the XM4s will use the same 40mm drivers as their predecessors and support for Sony’s LDAC transmission technology – and as the XM3s are among the best-sounding headphones on the planet, we’re happy to see that the audio profile hasn’t been tweaked too much.

Some may be disappointed to find that there’s no improvement to battery life – but with 30 hours of juice, the Sony WH-1000XM3 weren’t exactly short-lived. Plus, with a return of USB-C fast charging, the XM4s shouldn’t take too long to top up. 

A considered approach

Sony has a history of making careful tweaks to its products with each upgrade, and it’s something we’ve seen with the brand’s noise-cancelling 1000X range before. 

It’s a great way of instilling a sense of trust in the products, and it makes us feel confident that each new upgrade will bring genuinely useful updates, rather than skin-deep design changes that don’t really improve the experience of using the headphones. 

Sony wouldn’t be able to be subtle with its upgrades to the 1000X series if the original product wasn’t so good – and in a market where every company is trying to outdo one and other with headline-grabbing features like gesture controls and built-in AI (like the TicPods Pro 2), it’s a risky move to let the sound, feel, and look of the headphones speak for itself. That's especially true with the first-ever Apple over-ear headphones looking like they're going to launch in a matter of weeks and shake up the headphones market.

Trends (or gimmicks, if you prefer) like virtual 3D audio, bone conduction, and crazy form factors (see: the Bose Frames) may come and go – but we don’t think there will ever be a time when people won’t want a great-sounding pair of noise-cancelling headphones that do their job with minimal fuss. 

Hopefully, that’s exactly what the Sony WH-1000XM4 will do when they’re finally released – and with this recent leak, it’s only a matter of time before we can get our hands on them and find out for ourselves.

Can't wait until then? Check out the best Sony WH-1000XM3 deals we've found today:

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