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June 11, 2024 – 01:25
Apple presented this Monday “Apple Intelligence”, a new system to optimize the use of its devices such as the iPhone and the Mac through generative artificial intelligence (AI), an announcement highly anticipated by the markets.
At the center of this system, the Cupertino (California) firm placed its virtual assistant Siri, which had a radical update with which Apple seeks to recover its delay in relation to the products launched by OpenAI, manufacturer of the ChatGPT conversational robot, or Microsoft.
To achieve this goal, the company partnered with OpenAI.
“We are excited to partner with Apple to integrate ChatGPT into their devices later this year. I think you will like it,” OpenAI CEO Sam Altman wrote on social media.
“Apple Intelligence” will appear in the new version of the iOS 18 operating system, also presented this Monday at the beginning of Apple’s annual WWDC technology developers conference, in Silicon Valley.
“We think that ‘Apple Intelligence’ will be indispensable in products that already play an essential role in our lives,” said the CEO of the apple firm, Tim Cook, in the presentation broadcast online.
This new Apple system aims to improve and simplify the use of the company’s devices and their applications.
Among other things, it will allow you to generate email summaries or create an emoji from a description in common language. The user must make their requests to Siri in writing or orally.
Tycoon Elon Musk, founder of Tesla and SpaceX, criticized the agreement and noted that the threat to data security will lead him to ban the use of the iPhone in his companies.
“Apple has no idea what will really happen once it gives your data to OpenAI. “They are betraying you,” Musk said on the social network X, which he owns.
Musk is building his own rival to OpenAI, xAI, and is suing the company he helped found in 2015.
– Recover ground –
The conference is Apple’s annual gathering for developers who create applications for Apple devices such as iPads, Macs and iPhones.
While Apple has been quietly including AI features for years, it has yet to strengthen its overall strategy or embrace ChatGPT-style generative AI, which has been sweeping the world since late 2022.
Meanwhile, its big rivals, Microsoft and Google, launched products in rapid succession, propelling the former and Nvidia, the maker of highly in-demand semiconductors and AI chips, to surpass Apple in market capitalization.
Apple’s stock price has had an up-and-down ride since the AI frenzy broke out, but fans hope Monday’s announcements are the start of a new chapter for the maker of the popular iPhone.
– Apple Renaissance –
All of these announcements set the stage for the expected launch of the iPhone 16 later this year and will open the door to “a growth renaissance” for the company, according to Wedbush Securities senior analyst Daniel Ives.
Silicon Valley is convinced that generative AI will profoundly change the way users interact with smartphones and computers, but that technology is still in its early stages and its benefits are not entirely clear.
Cook has already shown his commitment to the advancement of AI by including more powerful and AI-ready chips in the launches of the new iPads and MacBooks earlier this year.
Since Apple makes most of its revenue from selling iPhones, AI will likely be used to make its devices and services work together more seamlessly, said Carolina Milanesi, an analyst at Creative Strategies.
“At the end of the day, for Apple, what it’s all about is getting people to upgrade their iPhone. We’ll see if it gives them a compelling reason to do it,” Milanesi said.
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