I enjoy watching the slow burn approach Apple is deploying as they quietly gear up to offer some % of local inference on iPhones to provide most of the AI services consumers want. Local inference could enable a very low price point for AI services that Apple would leverage alongside their massive ecosystem advantages and privacy claims to compete very effectively for personal assistant AI subscriptions.
Didn’t Apple sort of already enter this market early-on with their subpar Siri?
I’ve been an iPhone and MacBook Pro user for years, but each time when I set up a new Apple device the first thing I do is say no to anything Siri, and also turning off additional Siri related settings. To the best of my knowledge, Siri is worse than useless, and I haven’t regretted staying away from it.
An on-device, 100% private AI assistant seems like it could be so big that it could be a legitimate threat to the frontier model providers they are partnering with right now, imho.
That said in a pinch they could also acquire / acquihire both of those companies without much thought.
bet could be that this space will be commoditized: many good enough open weight models and multiple competing provides.
Most embedding/BERT models are far too small to truly grasp the nettles when an AI ask questions to them; and if you condition the AI to only search for really basic things, then... you're basically back to grep + regex.
You need to prune all manner of useless detritus that might gum up your matches like test files, documentation, and sidecars that semantically overlap or you're just going to match your tests. That's fine if you're building a document store for a business, but if you want a "one-and-done" solution for your codebase it's rarely good enough.
And if you do use a very large embedding model (which means it'll require running in the cloud as most company computers won't run it well), then... well, you're better off just using a language model as a subagent to scout ahead for you and elide the embedding model to begin with.
"why not use grep?"
still doesn't include typo'ed variants for any of these
From my own experience, these learned methods from Apple, Spotify and others, are highly relevant to hyperscale only - when you are dealing with hundreds of millions of items to choose from (or more), and require super high relevance in the top-5. For all other use cases (up to a few million items) I found that just building a BM25 index, and giving the LLM a BM25 "search tool" and casting a "wide net" wins every single time compared to learned methods (though the latter are more publishable in recsys and icml).
[1] https://research.atspotify.com/2025/9/you-say-search-i-say-r...