Apple and Meta have announced a new
open AI model designed to run on Mac computers.
The announcement was made on Thursday and 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 placed 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 TBWA\Chiat\Day, introduced the Macintosh computer and drew a
parallel to George Orwell's dystopian novel "Nineteen Eighty-Four."
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The Apple and Meta partnership does not have an immediate impact on media buyers or ad placement, but it signals
a major shift in the way software and creative tools are being used to build and operate advertising systems.
For advertisers, the partnership marks a conversion of local creative production and
and cloud-driven traffic.
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 is 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 multimodal 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 would release 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 Muse agent 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.
Meta holds the lead by generating 12.4 billion requests -- about 49.7% of traffic and down from 51.5% in Q2. Its agents grew at a rapid rate of more than 47%.