Apple has now formally entered the AI competition. Apple presented their AI plans at WWDC2024 and dubbed it Apple Intelligence.The tech behemoth asserts that Apple Intelligence will be capable of comprehending intricate directives, such as requesting that it display pictures of a certain individual from a given day. However, as AI has demonstrated in the past, privacy problems increase with technology advancement. Apple also addressed privacy for Apple Intelligence features in order to counter these concerns.

Apple has a reputation for prioritizing user privacy and reassuring its devoted clientele that future software upgrades won't delve too far into their private lives. During the event, Apple unveiled the Private Cloud Computer as a means of ensuring that the iPhone won't utilize Apple Intelligence to spy on consumers.

Private Cloud Processing Infrastructure

The tech behemoth claims that Apple Intelligence is built to safeguard customer privacy at every turn. On-device processing integrates it into the key components of the iPhone, iPad, and Mac. Therefore, even if it hasn't collected your personal information, it is aware of it. Additionally, Apple Intelligence can handle more sophisticated requests for you while maintaining your privacy by utilizing bigger server-based models that are powered by Apple Silicon through the use of Private Cloud Compute.

Furthermore, anyalyst Max Weinbach clarified that OpenAI is not an Apple model; rather, everything operating locally or in Apple's Secure Cloud is.

According to Apple, consumers will have total control over who may access and where to keep the data they provide with the technology. According to Apple, when you issue a command or request, Apple Intelligence will first determine if it can be handled locally on the device or whether it has to be sent to the cloud. What the business is referring to as a "private cloud" will manage these responsibilities and protect their personal information.

Senior Vice President for Software Engineering at Apple, Craig Federighi, clarified that queries sent to Apple servers are anonymized, masking the IP address, in order to preserve customer privacy. It then communicates with a server that is unable to log and lacks permanent storage. Most significantly, though, the private cloud is using software that makes the image publicly available for auditing by security experts.

Because of the security audit conducted on the Private Cloud Compute servers, an iPhone, for instance, will only trust publicly released software. Should it remain unaudited and unverified, the connection will fail. Audits are necessary for even the tiniest changes made to the server's setup or software.

It is evident how Apple Intelligence has been organized with a distinct mentality. We believe that the best way to handle this is to provide a range of models in various sizes for various use scenarios. Naturally, we spent a great deal of time and energy developing the 3 billion parameter model that will operate on your iPhone, and it is among the most powerful models available today," says Apple's Senior Vice President for Machine Learning and AI Strategy, John Giannandrea.