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artificial Intelligence

Instructions for the presentation


Click the interactive tab in the upper right corner of each slide to get additional information.In the event that the video is not working, the marker can copy and paste the URL into the platform's search box.The in-text reference is included beneath each image on the slides. When on the 7th slide click on the middle of the graph for more information.
"Artificial intelligence is a constellation of technologies — from machine learning to natural language processing — that allows machines to sense, comprehend, act, and learn." (Staat,2019)




"AI is the science and engineering of making intelligent machines, especially intelligent computer programs." (Bellini et al. 2022)
“Artificial Intelligence is the science of making machines do things that would require intelligence if done by humans.”(Minsky 2021)

What is Artificial intelligence?




(Bąk 2022)


What is Apple?

(Bąk 2022)


Focus on user experience




Similarities of Artificial intelligence and Apple


(NA, 2024)
  • Privacy Concerns-Differential privacy solutions are available for Apple to anonymize user data while retaining the ability to glean key insights for AI research and training.
  • Data Security risks -To safeguard AI systems and user data from cyber threats, put in place multi-layered security measures that include authentication, encryption, access limits, and monitoring.
  • Algorithmic Bias-To reduce the possibility of algorithmic bias in AI-powered products and services, make sure AI training datasets are representative, varied, and devoid of prejudice.
  • Dependency on cloude services-Invest in on-device processing capabilities to reduce reliance on cloud-based services for AI computation, enabling certain AI features to function offline or with limited internet connectivity.
Ways in which Apple can fix these problems with AI
  • Algorithmic Bias
  • Dependency on Cloud Services
  • Privacy Concerns
  • Data Security Risks
  • Optimised Performance
  • Advanced Camera Capabilities


  • Enhanced User Experience
  • Improved Productivity

AI in Apple


Akter, Shahriar, et al. “Algorithmic Bias in Machine Learning-Based Marketing Models.” Journal of Business Research, vol. 144, no. 144, May 2022, pp. 201–216, https://doi.org/10.1016/j.jbusres.2022.01.083. Accessed 11 Mar. 2024NA “Innovate - Business - Apple Developer.” Developer.apple.com, 2024, developer.apple.com/business/innovate/. Accessed 9 Mar. 2024.Apple . “What Is the Impact of AI in Apple … | Apple Developer Forums.” Forums.developer.apple.com, 2024, forums.developer.apple.com/forums/thread/741828#:~:text=AI%20in%20Apple%20products%20revolutionizes. Accessed 11 Mar. 2024.Apple support. “Use Predictive Text on IPhone.” Apple Support, 2024, support.apple.com/en-gb/guide/iphone/iphd4ea90231/ios. Accessed 11 Mar. 2024.Bąk, Ola. “Hey Siri, Who Are You? — Product Case Study of Apple’s Voice Assistant.” Medium, 12 Oct. 2022, medium.com/@olabk_22180/hey-siri-who-are-you-product-case-study-of-apples-voice-assistant-186e96747430. Accessed 9 Mar. 2024.Bellini, Valentina, et al. “Understanding Basic Principles of Artificial Intelligence: A Practical Guide for Intensivists.” Acta Bio-Medica : Atenei Parmensis, vol. 93, no. 5, 2022, p. e2022297, www.ncbi.nlm.nih.gov/pmc/articles/PMC9686179/, https://doi.org/10.23750/abm.v93i5.13626. Accessed 9 Mar. 2024.Diaz, Maria. “What Is AI? Here’s Everything You Need to Know about Artificial Intelligence.” ZDNet, 21 Apr. 2023, www.zdnet.com/article/what-is-ai-heres-everything-you-need-to-know-about-artificial-intelligence/. Accessed 9 Mar. 2024.Hicks, Saidah. “What Is Artificial Intelligence (AI) and Why People Should Learn about It - UCF Business Incubation Program - University of Central Florida.” UCF Business Incubation Program, 6 July 2023, incubator.ucf.edu/what-is-artificial-intelligence-ai-and-why-people-should-learn-about-it/. Accessed 9 Mar. 2024.Mah, Paul. “How Apple Uses AI to Produce Better Photos | CDOTrends.” CDOTrends | Digital & Data Insights for Business Leaders, 3 Nov. 2021, www.cdotrends.com/story/15984/how-apple-uses-ai-produce-better-photos. Accessed 11 Mar. 2024.miller, CALEB . “Apple Self-Driving EV Delayed to 2026, Likely to Start under $100,000.” Car and Driver, 9 Dec. 2022, www.caranddriver.com/news/a42191179/apple-self-driving-ev-delayed-2026/. Accessed 9 Mar. 2024.Minsky, Marvin . “Relevance of AI in Computer-Aided Design.” Softwaresim.com, 7 Aug. 2021, softwaresim.com/blog/relevance-of-ai-in-computer-aided-design/#:~:text=Artificial%20Intelligence%20is%20the%20science. Accessed 14 Mar. 2024.Mixon, Erica. “What Is Siri? - Definition from WhatIs.com.” SearchMobileComputing, Feb. 2023, www.techtarget.com/searchmobilecomputing/definition/Siri. Accessed 11 Mar. 2024.NA., ND“Apple’s Iconic Logo Exudes Credibility Thanks to Its Innovative Shape and Modern Aesthetic.” Www.designrush.com, www.designrush.com/best-designs/logo/apple-3. Accessed 14 Mar 2024NA“Apple: Number of Employees 2010-2021 | AAPL.” Www.macrotrends.net, 2024, www.macrotrends.net/stocks/charts/AAPL/apple/number-of-employees#:~:text=Apple%20total%20number%20of%20employees. Accessed 9 Mar. 2024.NA “Deploying Transformers on the Apple Neural Engine.” Apple Machine Learning Research, June 2022, machinelearning.apple.com/research/neural-engine-transformers. Accessed 11 Mar. 2024.NA“TechLabz | Apple Launched Products from 2020 to 2023.” Www.techlabz.uk, 2024, www.techlabz.uk/blog/apple-launched-products. Accessed 9 Mar. 2024.Seekmeai. “How AI Impacted E-Commerce: Personalization, Recommendations, and Customer Experience.” Medium, 8 Oct. 2023, medium.com/@seekmeai/how-ai-impacted-e-commerce-personalization-recommendations-and-customer-experience-cdb7ec64faf8. Accessed 9 Mar. 2024.Staat, Darrel W. A Baseline of Development. Rowman & Littlefield, 11 June 2019.“The Future of AI in IOS Development by Apple Developers | MoldStud.com.” Moldstud.com, 8 Mar. 2024, moldstud.com/articles/p-the-future-of-ai-in-ios-development-by-apple-developers. Accessed 10 Mar. 2024.


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Artificial intelligence is the intelligence demonstrated by computers or software, as opposed to the intelligence displayed by living things, namely humans. A subfield of computer science is the study of building and analysing intelligent machines. These gadgets may be referred to as artificial intelligence (AI) devices.

Data Security Risks

AI systems require enormous volumes of data for training and optimisation, they are vulnerable to data leaks and security lapses. Unauthorised access to sensitive user data or AI-generated insights may jeopardise user privacy and confidence in Apple goods.

Privacy Concerns

Concerns about privacy are raised by the substantial usage of AI in Apple's ecosystem with relation to the gathering, storing, and processing of user data. Apple places a strong emphasis on customer privacy, but if AI algorithms are not properly regulated, their growing complexity might present hazards.

AI includes both scientific (theoretical study) and engineering (applied development). Understanding how intelligence functions is a scientific endeavor and using this knowledge to create intelligent systems is an engineering endeavor. AI seeks to build computers capable of carrying out activities that normally call for human intelligence. Reasoning, learning, perception, problem-solving, language comprehension, and decision-making are some of the possible activities. Computer programmed are made to mimic or imitate intelligence like that of humans in the context of AI. These algorithms are capable of analysing data, drawing conclusions or forecasts from it.

User experience is prioritised by AI technologies as well as Apple. Artificial intelligence (AI) leverages intelligent automation, predicative analysis, and personalised suggestions to improve user experiences. Apple products are renowned for their user-friendly interfaces and smooth hardware and software interaction. (NA,2024)

Dependency on Cloud Services

Certain AI functions in Apple products are dependent on cloud-based processing and data storage, which raises questions over reliance on outside services and interruptions to performance in places with spotty or nonexistent internet access.

Algorithmic Bias

Due to imbalanced training data or poor design, AI systems may display bias, which might result in inaccurate results or discriminating behaviour. To guarantee that its AI-powered products and services are fair and inclusive for every user, Apple needs to address the possibility of algorithmic bias. (Akter et al, 2022)

AI systems can see and collect information from their surroundings using various sensors and input sources. Cameras, microphones, and other kinds of sensors may be examples of this. AI systems can perceive, comprehend, and interpret data. To understand the information or make sense of it in context, processing and analysis of data are required. Artificial intelligence (AI) systems can respond in response to what they can learn from the data. These activities might include making choices, carrying out manual labour, or producing results. AI systems have the capacity to learn and become more effective over time. As part of this process, internal parameters or algorithms are frequently changed in response to maximise performance or meet predetermined goals.

Siri has been a feature of all Apple products since February 2010. (Mixon 2023) Many people consider Siri to be a revolutionary advancement in virtual assistant technology. Its capacity for natural language comprehension and hands-free operation was considered a breakthrough in user interface design. Siri is frequently complimented for its ease of use, which enables users to utilise voice commands to do activities on their Apple devices quickly and effectively. You can accomplish tasks like sending messages, creating reminders, and site searches without having to type or use menus. Siri has drawn criticism despite its powers for its inability to comprehend complicated inquiries or accents, as well as for occasionally misinterpreting orders. When compared to other virtual assistants, users have occasionally discovered that its replies are not as thorough or dependable.

Apple and AI place a high value on customisation to meet the unique demands and preferences of each user. Eith tools like Siri suggestions, App store personalised emendation and targeted advertising Apple leverage data-driven insights to provide individualised experiences. Like this AI systems use data to provide individualised services like user interface customisation, content suggestions and personalised medication. (Seekmeai, 2023)

Algorithms, models, and systems that enable machines to carry out activities and solve issues on their own or with little assistance of artificial intelligence (AI).

This highlights the contrast between the capabilities of people and robots. In certain fields or applications, artificial intelligence (AI) aims to mimic, emulate, or even exceed human intellect.

Usually, these activities entail cognitive skills that are connected to human intelligence, such as learning, reasoning, perception, comprehension, problem-solving, and decision-making.

Artificial intelligence is a scientific subject, not merely a notion or a set of tools. To construct intelligent systems, it entails in-depth research, testing and the use of several techniques.

Advanced Camera Performance

Computational photography methods and other AI-powered capabilities in Apple's camera systems allow for improved scene identification, increased picture processing, and effects from portrait mode. As a result, Apple products produce images and movies that are of superior quality.(Paul, 2021)

Optimised Performance

AI is used in Apple products to optimise performance and manage battery. AI capabilities, for instance, are included into the A-series CPUs found in iPhones and iPads to optimise resource allocation and improve overall device performance while preserving battery life. (NA 2022)

The number of Apple workers from 2019 to 2023 is depicted in this graph. It indicates that in 2023, the number of employees fell, which may indicate that fewer employees are needed at this time due to the widespread usage of AI in the workplace. Additionally, this might be the beginning of AI being employed more in the workplace when workers are eliminated or deemed unnecessary.

Apple Inc. created Siri, a virtual assistant system. It is a fundamental component of macOS, watchOS, tvOS, and iOS (the operating system for iPhones, iPads, and iPod Touch devices). Siri interprets and reacts to human orders, inquiries, and requests using voice recognition and natural language processing. (Mixon 2023) Speaking instructions or queries into their Apple devices allows users to communicate with Siri, who will respond or do activities, as necessary. Siri is capable of doing a lot of things, such sending messages, making calls, organising events, setting reminders, checking the weather, searching the web, managing smart home appliances, and more. With each passing year, Apple has made significant advancements in Siri's functionality and ecosystem integration, positioning it as a standout feature for people looking for effective and hands-free ways to engage with their devices.

What is Siri?

Apple is well known for their cutting-edge goods and services that consistently push the limits of technology. In similar vein, artificial intelligence (AI) is spurring innovation in wide range of sectors, streaming operations, and opening new opportunities in industries including healthcare, banking, transportation and more.

Improved Productivity
Enhanced User Experience

Users may do activities more quickly and precisely with the aid of AI-driven capabilities included in Apple software programmes, such as predictive text and smart suggestions. For example, the keyboard's predictive typing feature and Messages' recommended replies let users communicate more efficiently and save time. (Apple support 2024)

AI technologies are used throughout Apple products and services to customise the customer experience. This includes functions like Siri, which makes interactions more efficient and intuitive by using machine learning (ML) and natural language processing (NLP) to comprehend and react to user orders and inquiries. (Apple 2024)

Users may connect and exchange data between devices with ease thanks to the seamless integration of Apple products inside the Apple ecosystem. Integration is another area in which AI technologies flourish. To increase usefulness and performance, AI algorithms are frequently incorporated into pre-existing systems.