Apple unveils “Apple Intelligence” AI features and OpenAI partnership to catch up with competitors


11th June 2024 – (Cupertino) Facing pressure to prove its AI strategy, Apple aims to elevate the user experience of its products to new levels, according to CEO Tim Cook, who made the announcement at the annual Worldwide Developers Conference in Cupertino, California.

To achieve this goal, Apple has collaborated with OpenAI, renowned for its generative artificial intelligence system, ChatGPT, which gained prominence in 2022.

Sam Altman, the CEO of OpenAI, expressed enthusiasm for the partnership, stating that ChatGPT will be integrated into Apple devices later this year.

The upcoming version of the iOS 18 operating system will also incorporate Apple Intelligence, as revealed during the conference.

Apple executives emphasized the inclusion of privacy safeguards in Apple Intelligence to enhance the intelligence of Siri and other products without compromising user data security.

Analysts have noted Apple’s challenge of integrating data-intensive AI like ChatGPT while maintaining its strong commitment to user privacy.

Craig Federighi, Apple’s senior vice president of software engineering, explained that Apple Intelligence leverages personal context to provide users with intelligent and relevant assistance while ensuring privacy protection at every step.

However, billionaire entrepreneur Elon Musk, CEO of Tesla and SpaceX, criticised the partnership, expressing concerns about data security and vowing to ban iPhones at his companies.

Apple Intelligence, which relies solely on Apple’s proprietary technology, enables users to create personalized emojis based on descriptions and generate concise email summaries.

Siri, Apple’s voice assistant, will also receive an AI-powered upgrade and will be visually represented as a pulsating light on the edge of the home screen.

While Siri has faced competition from newer assistants like GPT-4o, Apple’s collaboration with OpenAI allows users to enhance Siri with ChatGPT on specific requests.

The OpenAI partnership is non-exclusive, unlike Apple’s significant search partnership with Google, which has attracted antitrust scrutiny.

Apple plans to support other AI models in the future, as the company aims to regain its position as a leader in AI technology.

Despite the AI announcements, Apple’s stock price closed nearly 2% lower on Monday, with Wall Street investors showing limited enthusiasm for the news.