In a major announcement at its annual developers show on Monday, Apple revealed a significant makeover for Siri and introduced a suite of new features as part of a personalized AI system dubbed “Apple Intelligence.” This new system aims to enhance user navigation across Apple devices.
The revamped Siri will feature a new interface and a more conversational approach, making it easier for users to interact with their devices and apps. “Apple Intelligence,” while not a standalone product or app, will be integrated into various Apple applications, offering tools like a writing assistant and route optimization for appointments. This integration mirrors Microsoft’s AI assistant Copilot but will be available without additional costs.
Apple’s partnership with OpenAI will allow users to access ChatGPT, boosting tools for text and content generation. This collaboration, anticipated by many, marks a departure from Apple’s usual practice of keeping its products tightly controlled. A test version of this integration will be available in the autumn.
Despite the fanfare, the market reaction was tepid, with Apple’s share price dropping by 1.91% on the day of the announcement. The move also drew criticism from Tesla and Twitter/X owner Elon Musk, who raised concerns about data security and threatened to ban iPhones from his companies. Samsung took the opportunity to mock Apple’s announcement, highlighting its own advancements in AI.
Ben Wood, chief analyst at CCS Insight, noted that while Apple’s new AI system might reassure investors, the ChatGPT integration could expose deeper issues. Apple emphasized the security of “Apple Intelligence,” assuring that data processing will occur on the device, with no data stored in the cloud. This approach aligns with Apple’s commitment to privacy, which is a key selling point for its premium products.
In addition to the AI updates, Apple announced several new features and products:
Apple’s integration of OpenAI’s ChatGPT technology underscores the growing influence of AI and the tech giant’s recognition of its current limitations in this space. While the company has hinted at future integrations with other products, specifics remain undisclosed. The recent announcements reflect Apple’s strategy to enhance its product offerings and maintain its competitive edge in the rapidly evolving tech landscape.
