Apple is working hard in the field of artificial intelligence. Although its AI capabilities may not be better than those of competitors such as OpenAI, it may still change the rules of the game.

On Monday, well-known technology journalist Mark Gurman broke the news that Apple is developing a large language model (LLM) that runs on the device, which will prioritize response speed and privacy protection.

Gurman said the model will form the basis of Apple's future generative AI capabilities, which will run entirely on the device rather than in the cloud.

In some cases, Apple's AI tools may be a little less powerful and knowledgeable (the company can fill in the gaps by partnering with Google and other AI vendors), but this approach will significantly speed up responses, and It's also easier for Apple to maintain privacy.

Apple will also adopt some special marketing methods. Apple plans to demonstrate not the power of chatbots and other generative AI tools, but how the technology can help people in their daily lives. Gurman said full details are expected at the Worldwide Developers Conference in June, when Apple will unveil its artificial intelligence strategy.