Apple’s new AI: Innovation wrapped in secrecy

  • Apple’s silent approach to AI development raises eyebrows.
  • Apple unveils Apple Intelligence at WWDC, showcasing AI-driven features amid concerns over transparency in model training.

While Apple Intelligence promises innovation, transparency about data usage and training is essential for building trust. Transparency isn’t just about compliance; it’s about ethical responsibility in AI development. Apple should prioritise openness to reassure users and uphold its commitment to ethical AI.
–Dudu, BTW Reporter

Apple‘s WWDC event unveiled Apple Intelligence, promising revolutionary AI features, yet its secretive AI development process sparks controversy among industry observers.

Apple introduces Apple intelligence at WWDC

Apple’s WWDC event showcased Apple Intelligence, a new suite of AI tools including an upgraded Siri, AI-generated emojis, and advanced photo editing capabilities designed to integrate deeply personal user context. CEO Tim Cook emphasised security and personalisation as core tenets of Apple Intelligence, highlighting its potential to redefine user interactions.

Also read: Apple’s AI leap: Partnering with Google to boost Siri’s capabilities

Also read: Apple WWDC 2024 day 2 highlights

Concerns over transparency in AI model training 

Despite these advancements, concerns linger over Apple’s opaque approach to AI model training. The company disclosed it uses a blend of licensed datasets and public web data for training without clear mechanisms for creators to control or be compensated for their contributions. This lack of transparency raises ethical and legal questions about copyright and fair use in AI development.

Apple’s secrecy and ethical concerns

Apple’s decision to shroud its AI development in secrecy appears to protect competitive advantages but undermines its reputation as a leader in ethical tech practices. By withholding details on data sources and training methods, Apple risks eroding trust with stakeholders who value transparency and responsible AI use.

Opinion: A call for transparency 

Apple’s launch of Apple Intelligence marks a significant leap in AI innovation, yet its secretive practices pose ethical dilemmas. For consumers and industry alike, demanding transparency is crucial to ensuring AI development respects privacy, intellectual property rights, and ethical norms. Apple’s embrace of transparency could set a standard for responsible AI development, fostering trust and accountability in the tech sector.


Doris Du

Doris Du is an intern reporter at BTW Media. She graduated with a master's degree in Translating and Interpreting from The Hong Kong Polytechnic University. Send tips to

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