It’s clear that Apple is going to rely on additional generative AI providers beyond OpenAI’s ChatGPT. It remains to be seen whether Apple will offer granular controls for each potential AI’s features (or even allow pre-setting or requiring a specific LLM). Apple has invested in privacy with its Private Cloud Computeservers that act as an intermediary between device and LLM. And the company is expected to move more and more AI tasks to its devices. But there’s been no indication yet about whether IT will be able to control how business data is used (allowing only on-device AI or mandating tools run on Apple’s privacy servers).
Does Apple even want feedback?
One of the biggest criticisms Apple gets from IT pros is that it doesn’t seem interested in their needs or concerns. The Feedback Assistant app is a particular sore point: it functions like a black hole — problems, concerns, requests all go into it, never to be seen again. The problem isn’t just with that one feedback channel. Even Apple’s enterprise support teams have limited ability to address issues or shepherd feedback to the company.
It’s easy to think, “Well this is Apple, a company that always thinks it knows what’s best despite what customers think ought to happen.” And that’s true. This is par for the course in Apple’s customer relationship. But while that might fly with consumers, businesses with thousands of Macs, iPhones, iPads and other Apple devices should be a bit of a different story.
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