Yesterday Apple unveiled Apple Intelligence, an innovative system designed to optimize the use of devices such as the iPhone and Mac through Generative Artificial Intelligence . This announcement, long awaited by the markets, marks a new chapter in the company’s technology strategy.
Siri is now smarter
At the core of this system is Siri, Apple’s virtual assistant, which has received a tremendous upgrade. With this revamp, Apple is looking to close the gap with AI products such as OpenAI’s ChatGPT and Microsoft’s developments. To achieve this, Apple has entered into a partnership with OpenAI.
I am very happy to partner with Apple to integrate ChatGPT into their devices later this year. I think they will love it.
tweeted Sam Altman, CEO of OpenAI.
This progress will be reflected in the new version of the iOS 18 operating system, also presented this Monday during Apple’s annual developer conference, WWDC, in Silicon Valley.
Improving device usability: the goal of Apple Intelligence
Tim Cook, CEO of Apple, highlighted in an online presentation that “Apple Intelligence will be essential in products that already play a crucial role in our lives“This system seeks to improve and simplify the use of Apple devices and applications, allowing, for example, generate email summaries or create emojis from natural language descriptions. Users will be able to interact with Siri in both written and spoken form. In the following video published by Apple you can see some of the features of Apple Intelligence.
The Siri update gives you more natural communication. Source: Apple.
It should be noted that the WWDC conference is an annual event where Apple addresses developers who create applications for its devices. Although Apple has quietly integrated AI features in recent years, it still needs to consolidate its overall generative AI strategy, especially in the face of ChatGPT’s success since late 2022.
Meanwhile, Microsoft and Google have launched AI products in rapid succession, propelling companies like Nvidia to surpass Apple in market capitalization. Apple’s stock has experienced fluctuations since the rise of AI, and fans of the brand are hoping Monday’s announcements will usher in a new era for the company.
Privacy and security as a priority
Cook has emphasized that Apple Intelligence is privacy-focused artificial intelligence, meaning that all data processing will take place directly on the user’s device. If you need to connect to a server, Apple has developed specific servers for this purpose, ensuring total control over data privacy.
The company has confirmed that the processors used in Apple Intelligence were designed exclusively for this technology, powered by Apple’s own chips. This dedication to privacy underscores Apple’s commitment to protecting its users’ data.
In addition, Apple Intelligence is programmed to monitor and analyze activities on devices such as the iPhone, iPad and Mac, enabling fast and accurate responses. For example, if Siri is asked about a family member’s flight status, the AI can check the email to provide the required information.
According to Daniel Ives, senior analyst at Wedbush Securities, these announcements set the stage for the launch of the iPhone 16 later this year, opening the door to “a growth renaissance” for Apple. Silicon Valley is confident that generative AI will profoundly transform interaction with smartphones and computers, although the technology is still in its early stages.
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Source: Apple
Photo: shutterstock
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