Source: AFP
Apple on Monday unveiled “Apple Intelligence,” its suite of new AI features for its coveted devices — including a partnership with OpenAI — as it seeks to catch up to rivals racing to adopt the white-hot technology.
For months, pressure has been on Apple to convince skeptics of its AI strategy, after Microsoft and Google released products back-to-back.
But this latest move will take the Apple product experience “to new heights,” CEO Tim Cook said as he opened an annual Worldwide Developers Conference at the tech giant’s headquarters in the Silicon Valley city of Cupertino, California.
To this end, Apple partnered with OpenAI, which ushered in a new era for genetic AI in 2022 with the arrival of ChatGPT.
OpenAI was “very happy to work with Apple to integrate chatgpt into their devices later this year! I think you’re going to love it,” company head Sam Altman posted on social media.
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Apple Intelligence will also be added to a new version of the iOS 18 operating system, similarly revealed on Monday at the week-long conference.
Apple executives emphasized that privacy safeguards have been built into Apple Intelligence to make the digital assistant Siri and other products smarter without stealing user data.
The big challenge for Apple has been how to infuse ChatGPT-style AI — which voraciously feeds data — into its products without weakening its heavily promoted privacy and security, analysts said.
The system “puts powerful production models right at the core of your iPhone, iPad and Mac,” said Apple’s senior vice president of software engineering, Craig Federighi.
“It builds on your personal context to give you intelligence that’s most useful and relevant to you, and protects your privacy every step of the way.”
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In particular, Apple Intelligence will allow users to create their own emoji based on a description in everyday language or create short summaries of emails in the mailbox.
Users will be able to make their requests to Siri in writing or verbally.
AI enhancements also included integrating ChatGPT with operating system models later this year, Federighi said.
“It sounds like Apple — then if you need ChatGPT, they’re giving it to you,” said Techsponential analyst Avi Greengart.
“The application is the special thing here.”
Silicon Valley is convinced that genetic artificial intelligence will fundamentally change the way users interact with smartphones and computers, but the technology is still in its early stages and the benefits are not yet entirely clear.
The announcements at WWDC set the stage for the expected launch of the iPhone 16 later this year and open the door to a “growth renaissance” for the company, Wedbush Securities senior analyst Daniel Ives said.
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Cook had heralded its commitment to AI by putting more powerful and AI-ready chips into iPad and MacBook versions earlier this year.
Source: AFP