Apple and Meta have announced a new open AI model designed to run on Mac computers.
The announcement -- made on Thursday -- accompanied a video from Alexandr Wang, chief AI officer and
founder of Meta Superintelligence Lab. In an X post he wrote "Why 2026 won't be like 1984."
Wang's creative team at Meta Superintelligence Lab inserted Meta's Muse character into Apple's iconic ad
from 1984 when it introduced the Macintosh computer.
He posted the revised ad to his X account, framing it as a pivot
to a different kind of future rather than a move toward dystopia.
The original Apple ad, created by Chiat/Day, introduced the Macintosh
computer and drew a parallel to George Orwell's dystopian novel Nineteen Eighty-Four
The Apple and Meta partnership does not have an immediate impact on media buyers or ad
placement, but it signals a major shift in how software and creative tools are being used to build and operate advertising systems.
The partnership for advertisers marks a conversion of
local creative production and and cloud-driven traffic.
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Pairing Apple's high-end hardware capabilities with Meta's AI agent network, the collaboration changes the way ads are created, and
ultimately how they are discovered by consumers.
Although this does not mean immediate changes for CPMs or ad format, the most immediate benefit advertisers will see are in
the way this model impacts creative production software and creating ads.
Meta noted on Thursday that during testing, the model was successfully deployed inside high-end video-editing software
like DaVinci
Resolve to automatically review, crop, and edit footage entirely on-device.
As part of the collaboration, Apple updated its MLX software toolkit to enable
Meta’s model to run well on Macs.
The model, Meta Muse Spark Open, an 816-billion-parameter multimodel model designed for coding and multi-step agentic workflows, will run locally on a
high-end setup consisting of at least two connected Apple Mac Studio computers are required, according to one report.
Muse Spark Open is designed to assist with coding and run AI agents, with
bots that can carry out complex tasks independently.
Meta said it was releasing the technology “with limited commercial terms, which allow many developers to use the model for
free.”
DataDome, which monitors AI agents, reported this week that AI agent traffic grew 41.5% in Q3, while Meta's
agent, Muse, generated 29 million requests in 12 days, almost entirely from a cloud infrastructure, rather than personal devices.
Agentic browser traffic jumped 4.7x in September -- up from 12.5
million to 58.2 million requests. Even without Muse, volume tripled to 38.7 million, DataDome reported.
DataDome’s network processed nearly 25 billion AI agent requests in Q3 2026, up
from 17.7 billion in Q2, and Meta holds the lead by generating 12.4 billion requests, about 49.7% of traffic, down from 51.5% in Q2. Its agents grew at a fast rate, more than 47%.