Apple has proverbial knives for Microsoft when it comes to AI, taking a stab at the latter lag with Windows 11’s Recall feature for Copilot+ PCs.
You’ve probably seen that Microsoft has had a torrid time with Recall since announcing the feature, which takes regular screenshots of activity on your computer to craft a searchable timeline via AI — a skill powerful no doubt, but which raised a whole. a host of security and privacy questions. So much so that Microsoft pulled Recall from launch Copilot+ PCs and put it back into testing for now.
In a video clip from WWDC 24 — which, yes, was last week, but this footage just surfaced on X — an Apple executive didn’t pull a punch when the topic of Windows 11’s Recall feature came up.
Joz’s response to Microsoft’s Recall debacle is hilarious. pic.twitter.com/5RkRsUvb4OJune 15, 2024
John Gruber (a well-known Apple expert of Daring Fireball fame) questioned whether Microsoft’s mistakes with the initial incarnation of Recall are disappointing for Apple as it tries to build confidence in its own AI (Apple Intelligence) product.
Apple’s vice president of worldwide marketing, Greg ‘Joz’ Joswiak, will clarify whether Gruber means: “Are we under pressure from the failures of our competitors?”
This gets a big laugh and Joswiak follows up with, “The answer is no.”
Analysis: Making the most of Microsoft’s bugs
It’s no surprise for Apple to deliver such a marketing blow, as Microsoft has largely let its guard down and is an open target now in terms of its AI ambitions.
Microsoft making such a misstep with its flagship AI feature for PCs Copilot+ – Recall is the ace in its Windows 11 AI suite – is pretty embarrassing. However, we’re glad that Microsoft has taken these bugs into their own hands and is trying to fix them – even though it really doesn’t have a choice not to. There was really no other way forward.
Gruber makes a serious point about how this could be detrimental to public trust in all manifestations of AI, though, even if Joswiak completely avoids this concern.
Fortunately for Apple, the company put its stall on strict security and privacy firmly with Apple Intelligence. This includes keeping as much processing on-device as possible for AI workloads, and for tasks that need more muscle and are sent online, they go to Apple’s custom-built servers with a hardened OS and content that not even the company itself can see them (with your data being ‘cryptographically destroyed’ after the AI query is dealt with).
So in a way this is a great time for Apple, in terms of unveiling Apple Intelligence, and explaining how it’s watertight for security, while Microsoft seems to be getting it wrong with the Recall.
And while we understand Gruber’s point about the broader issues of trust, the hard reality is that AI is coming, and we don’t see this particular scammer losing momentum — and if Apple positions itself as the company to trust, it that won’t play fast and loose with your data, this will be a very comfortable position to occupy among the tech giants out there.
Through Windows Central
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