Apple announced on Monday that it has partnered with OpenAI to integrate ChatGPT on its devices and CEO Tim Cook stated that the “next big step” of the iPhone manufacturer will be powered by generative AI and large language models.
At Apple’s annual developer conference on Monday, Cook and his team presented updates to the company’s software ecosystem that will be released this year and that aim to take advantage the power of artificial intelligence to provide a smarter Siri voice assistant and more personalized features on your devices.
This year’s Worldwide Developers Conference is being watched with special attention. Investors have been waiting to see how Cook will position the company to take advantage of generative AI, amid concerns that it is falling behind its Big Tech competitors. Cook described “Apple Intelligence” as a “new personal intelligence system” based on Apple’s own generative artificial intelligence models and personalized for the user.
Apple emphasized that its approach to AI will focus on protecting user privacy, with models running locally on devices and on its own servers, powered by its latest chips. “Know your personal data without collecting it”, said Craig Federighi, Apple’s senior vice president of software engineering.
Apple’s Siri voice assistant is getting a makeover with Apple’s generative AI models. The company has promised a more natural interactive experience with better language understanding. Siri can connect to ChatGPT intelligence to process more specific queries. Apple shares fell about 1.6% after the event.
iOS 18
Apple unveiled the latest version of the iPhone operating system, iOS 18, at its annual worldwide developer conference, where it is also expected to promote new artificial intelligence capabilities.
Apple’s flagship software allows users to customize and protect their apps, including a feature that allows you to lock individual apps. Email and text messaging are also getting new capabilities, such as more effects and the ability to use satellite connections to send messages.
Earlier in the event, the company introduced visionOS 2, the latest version of its software for Vision Pro scopes. The operating system allows users to convert normal photos into 3D images and updates the interface with new gestures.
Apple also announced plans to launch the Vision Pro internationally, with pre-orders starting June 13 in China, Hong Kong, Japan, and Singapore. The device will go on sale in those areas on June 28. Australia, Canada, France, Germany and the United Kingdom will follow. Pre-orders will begin in those countries on June 28 and sales will begin on July 12.
Apple took a lead in AI by launching the Siri voice assistant in 2011, but the technology was quickly overtaken by Amazon.com Inc.’s Alexa and Google Assistant. Then, AI took another big leap with the arrival of OpenAI’s ChatGPT in late 2022.
That led to a flurry of other services, including those from Google, Microsoft and Meta Platforms Inc. Samsung Electronics Co. — Apple’s biggest smartphone rival — It also integrated Google AI features into its devices earlier this year.
Cook is now under pressure to prove that the iPhone maker can become a leader again. The company is also facing a general decline in sales. Revenue has declined in five of the last six quarters due to weak smartphone demand and a slowdown in China.
