Many of Apple's new AI features work on-device or in the secure cloud, giving it a competitive advantage over Android devices.
Apple's WWDC 2025 event to unveil its new operating system and AI features was disappointing, even reflected in the stock price immediately after. The reason is that the controversial interface and AI features are nothing new compared to what is already available on Android.
One area where Apple Intelligence has been overlooked, however, is privacy. Many features use the Private Cloud Compute platform, a cloud storage platform that only the owner has access to, while others run directly on the endpoints, according to Wired .
The Messages app automatically moves messages from unknown or potentially fraudulent numbers into separate folders. This sorting is done on the device. Similarly, Call Screening works at the edge to automatically pick up calls from untrusted numbers, request information about the caller, and provide information so the user can decide whether to accept the call.
Live Translation also operates in real-time for calls and messages through on-device processing.
The new features are designed by Apple with a strategy of using privacy as a differentiator in a context where AI features are already so common.
From a privacy perspective, edge processing is the gold standard for AI capabilities. Data never leaves the device, so there is no risk of leakage as there is with centralized storage, especially with sensitive content like calls and messages.
Additionally, on-device processing offers other benefits, such as allowing AI features to work offline at high speeds because data doesn't have to be sent to the cloud, processed, and then returned to the device.
Other phone makers have a hard time following this strategy because they have to factor in the cheap older devices that many customers may be using that don’t have the power to process AI on the device. Apple has less to worry about specs because it makes both the hardware and software, and has placed restrictions that limit AI features to newer models.
However, there are other barriers to Apple Intelligence, as the company integrates several third-party services to extend its AI capabilities. For example, with OpenAI's ChatGPT, users must enable the integration, and each time they use it, they must confirm that they are allowed to send queries to ChatGPT.
Several other companies have also begun creating secure cloud services similar to Private Cloud Compute. However, even with a secure cloud, Apple still handles some of the processing at the edge, showing that privacy is a priority and a business strategy for the company in the field of artificial intelligence.
Source: https://khoahocdoisong.vn/private-cloud-vu-khi-bao-mat-khien-ai-cua-iphone-tot-hon-post1548211.html
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