---
title: "Apple Is Apparently Spending Billions on Secret AI Development"
description: "Apple is spending $1 billion per year on generative AI, which may soon manifest in a smarter Siri and AI capabilities in other programs."
date: "2023-10-25"
modified: "2023-10-25"
authors:
  - name: "Sharon Adarlo"
    job_title: "Correspondent"
    link: "https://futurism.com/authors/sadarlo"
url: "https://futurism.com/the-byte/apple-spending-billions-ai"
categories:
  - "Artificial Intelligence"
tags:
  - "ai"
  - "apple"
  - "artificial intelligence"
  - "the digest"
---

# Apple Is Apparently Spending Billions on Secret AI Development

![Apple is spending $1 billion per year on generative AI, which may soon manifest in a smarter Siri and AI capabilities in other programs.](<https://futurism.com/wp-content/uploads/2023/10/apple-spending-billions-ai.jpg>)
*Apple CEO Tim Cook attends a launch event at Apple Park in Cupertino, California, on September 12, 2023. (Photo by Nic Coury / AFP) (Photo by NIC COURY/AFP via Getty Images) \<em\>Image: NIC COURY/Getty Images\</em\>*

## Apple Season

Microsoft has been at the forefront of the current AI boom, beginning with its [first savvy investment into OpenAI in 2019](<https://www.cnbc.com/2023/04/08/microsofts-complex-bet-on-openai-brings-potential-and-uncertainty.html>) — and ChatGPT going mega-viral last year has other tech companies like [Google](<https://www.marketplace.org/shows/marketplace-morning-report/google-races-to-catch-up-in-big-techs-ai-craze/>) and [Facebook](<https://www.reuters.com/technology/inside-metas-scramble-catch-up-ai-2023-04-25/>) trying to play catch up.

Enter Apple, Microsoft's historic rival. The tech giant is set to pour $1 billion per year into generative AI, [according to *Bloomberg*](<https://www.bloomberg.com/news/newsletters/2023-10-22/what-is-apple-doing-in-ai-revamping-siri-search-apple-music-and-other-apps-lo1ffr7p?sref=YfHlo0rL>), with an internal "Apple GPT" system under development that it plans to build into a smarter Siri and iOS, as well as everything from Apple Music to Xcode, a development platform for Apple software, in a bid to compete with Microsoft's GitHub Copilot. (Without citing his sources, TF International Securities' Apple analyst Ming-Chi Kuo [wrote this week](<https://medium.com/@mingchikuo/how-much-does-apple-need-to-invest-annually-in-generative-ai-to-catch-up-with-the-competition-56e237ea3feb>) that Apple could be spending an even higher total of billions — plural — on AI infrastructure by next year.)

Regardless of the exact figure, though, it sounds like some at Apple feel like the company is choking on the dust of its rivals.

"There’s a lot of anxiety about this and it’s considered a pretty big miss internally," one insider told *Bloomberg*.

## Vapor Ware

To be sure, Apple has frequently taken its time to perfect its approach before coming to dominate a product — remember a little gadget called the iPhone, for example.

But while there was a general sense of personal electronics coalescing into what became the smartphone during the 2000s, products like ChatGPT have already come to define the AI space, so Apple clearly has a steep mountain to climb to establish market share.

It can also sometimes sit on a concept for an extraordinary amount of time. Remember, this is the company that's spent untold gobs of money and the better part of a decade developing a [self-driving vehicle](<https://www.theguardian.com/technology/2015/aug/14/apple-self-driving-car-project-titan-sooner-than-expected>) that hasn't yet materialized in public even as its ambitions have shrunk, unlike [Google's efforts on Waymo](<https://www.investopedia.com/articles/investing/052014/how-googles-selfdriving-car-will-change-everything.asp>).

Will Apple's plans for generative AI face similar delays? Who knows, but the clock is ticking as its rivals mop up around the race track.

**More on artificial intelligence:** [*Riley Reid Launches Site for Adult Performers to Create AI Versions of Themselves*](<https://futurism.com/riley-reid-ai-site>)