Apple leaps into AI with an array of upcoming iPhone features
CUPERTINO, Calif. — Apple has jumped into the race to bring generative artificial intelligence to the masses, spotlighting a slew of features Monday designed to soup up the iPhone, iPad, and Mac.
And in a move befitting a company known for its marketing prowess, the AI technology coming as part of free software updates later this year is being billed as “Apple Intelligence.”
Apple's Collaboration with OpenAI
Apple is leaning on ChatGPT, made by the San Francisco startup OpenAI, to make its virtual assistant Siri smarter and more helpful. CEO Tim Cook stated, “All of this goes beyond artificial intelligence, it’s personal intelligence, and it is the next big step for Apple.”
Siri’s optional gateway to ChatGPT will be free to all iPhone users and made available on other Apple products once the option is baked into the next generation of Apple’s operating systems.
Enhancements to Siri
Beyond allowing Siri to tap into ChatGPT’s storehouse of knowledge, Apple is giving its virtual assistant an extensive makeover designed to make it more personable and versatile. When Apple releases free updates to the software powering the iPhone and its other products this fall, Siri will be able to handle hundreds of more tasks than it can now.
Apple's AI-Packed Updates
Apple’s full suite of upcoming features will only work on more recent models of the iPhone, iPad, and Mac because the devices require advanced processors. For instance, consumers will need last year’s iPhone 15 Pro or the next model coming out later this year to take full advantage of Apple’s AI package.
Apple's Embrace of AI Creativity
Apple will deploy AI to allow people to create emojis, dubbed “Genmojis” on the fly to fit the vibe they are trying to convey. Apple’s goal with AI is not to replace users but empower them.
Apple's move into AI is seen as a positive step, despite some initial market reactions. The company's focus on empowering users and enhancing privacy protections shows its commitment to both technological advancement and user trust.
Apple's Focus on Privacy
Bringing more AI to the iPhone will likely raise privacy concerns, but Apple has gone to great lengths to assure its customers. Most of its AI-powered features are handled on the device itself instead of at remote data centers, known as “the cloud.”
Apple’s AI “will be aware of your personal data without collecting your personal data,” said Craig Federighi, Apple’s senior vice president of software engineering.
Overall, Apple’s foray into AI technology marks a significant milestone that is set to transform the capabilities of its devices and enhance user experiences.
