Apple has announced a major enhancement to its Siri voice assistant and operating systems by integrating OpenAI’s ChatGPT, marking a significant step in its efforts to remain competitive in the rapidly evolving field of artificial intelligence (AI). This announcement was made at Apple’s annual Worldwide Developers Conference (WWDC) held on Monday, alongside the introduction of several other new features. The integration is part of a new personalized AI system called “Apple Intelligence,” designed to provide users with a more intuitive and seamless experience across Apple devices.
Embracing AI with ChatGPT
Apple’s latest updates to its iPhone and Mac operating systems will include access to ChatGPT, facilitated by a partnership with OpenAI. ChatGPT is expected to enhance various tools, including text and content generation. The test version of this integration will be available in the autumn. Tim Cook, Apple’s Chief Executive Officer, stated that this move would propel Apple’s products “to new heights.“
However, the market reaction to the announcement was tepid, with Apple’s share price dropping by 1.91% on the day of the announcement.
Industry reactions and concerns
The partnership with OpenAI has sparked mixed reactions. Elon Musk, owner of Tesla and Twitter/X, criticized the deal, raising concerns about data security and threatening to ban iPhones from his companies. “Apple has no clue what’s actually going on once they hand your data over to OpenAI,” Musk commented on X. “They’re selling you down the river.” Apple has yet to respond to these allegations.
Samsung, a key competitor, also took the opportunity to mock Apple’s announcement. On X, Samsung posted, “Adding ‘Apple’ doesn’t make it new or groundbreaking. Welcome to AI.”
Introduction of “Apple Intelligence”
Ben Wood, chief analyst at CCS Insight, noted that while Apple’s new AI system might reassure investors, the ChatGPT integration could potentially highlight and create deeper issues within the company. “Apple Intelligence” is not a standalone product or app but will be integrated across all Apple products and applications. This is similar to Microsoft’s AI assistant, Copilot, but Apple’s version will not require additional payment for activation.
Siri, the voice assistant that Apple acquired in 2010, has been revamped with a new interface and a more conversational approach. This enhancement aims to help users navigate their devices more effectively. According to Wood, this move could be seen as Apple acknowledging Siri’s limitations, as ChatGPT will take over when Siri is unable to assist a user adequately.
Commitment to security and privacy
During Monday’s keynote, Apple emphasized the security of “Apple Intelligence.” Some processing will occur directly on the device, while more complex tasks will be handled in the cloud without storing any data there. This approach aims to maintain Apple’s reputation for robust privacy protections, which is crucial for customers who pay premium prices for Apple’s products.
Craig Federighi, Apple’s Senior Vice President of Software Engineering, highlighted that the system “puts powerful generative models right at the core of your iPhone, iPad, and Mac.” He added that it leverages personal context to provide the most helpful and relevant intelligence while protecting user privacy at every step.
The implications of the OpenAI partnership
Apple’s decision to integrate OpenAI’s ChatGPT technology, although anticipated, marks a notable shift for a company known for closely guarding its proprietary products. This move is seen as a recognition that even a tech giant like Apple cannot compete with the capabilities of ChatGPT at this moment, underscoring the growing influence of OpenAI in the AI landscape.
Apple also announced other new features at the WWDC, including the launch of its mixed reality headset, the Vision Pro, in the UK on July 12. The headset has been available in the US since February. Other features introduced include the ability to send texts via satellite, schedule messages, control AirPods Pro with head gestures, a dedicated app for passwords accessible across devices, and the option to hide or lock certain apps using Face ID or passcodes.
As Apple ventures further into the AI domain with this groundbreaking partnership, it remains to be seen how these developments will shape the future of its products and the broader tech industry.
