Apple introduced new artificial intelligence features across its key products on Monday, marking its highly anticipated entry into the competitive AI race.
At the Worldwide Developers Conference in Cupertino, California, Apple unveiled updates to its operating system that will utilize generative AI to provide customizable tools for iPhones, Macs, and iPads.
These tools include language enhancements for text improvement and summarization, as well as image generators that add additional elements to photos.
CEO Tim Cook described this AI capability, named Apple Intelligence, as a significant advancement for the company, resulting from a partnership between Apple and OpenAI, the firm behind the popular text bot ChatGPT.
The updated Siri, powered by generative chat technology, will now offer better language comprehension and retain context from previous interactions, enabling extended conversations and assistance with complex tasks such as managing photos or adding text to the Notes app.
Apple, the second-largest company by market capitalization, has been trailing behind its competitors in AI development.
The company’s move aims to catch up with rivals like Microsoft and Google, who have already made significant strides in AI with products like Bard and integrations with Bing.
Analysts see this development as crucial for Apple, especially amidst recent sluggish performance in its core product sales, including smartphones and iPads.
Despite these challenges, Apple continues to leverage its loyal customer base and strong device lineup while working on new innovations such as the Apple Vision Pro, a mixed reality headset.
The Apple Vision Pro, priced starting at $3,499, remains targeted at a high-end market segment, reflecting Apple’s strategy of balancing innovation with maintaining profitability from its existing product lines.
