Apple boss Tim Cook pictured on-stage at WWDC 2024
Apple is set to enhance its Siri voice assistant and operating systems with OpenAI's ChatGPT, marking a significant step in the AI competition.
At its annual developers' conference on Monday, Apple revealed a major update for Siri along with other new features. This is part of a new personalized AI system dubbed "Apple Intelligence," designed to make navigating Apple devices more intuitive.
Updates to iPhone and Mac operating systems will now incorporate ChatGPT through a partnership with OpenAI. This integration will enhance various tools, including text and content generation. A test version is expected to be available in the autumn.
Tim Cook, Apple's CEO, stated that this move would elevate Apple's products to new heights during the Worldwide Developers Conference in Cupertino, California. Despite the announcement, Apple’s share price dropped by 1.91% on Monday.
Elon Musk, the owner of Tesla and Twitter/X, criticized the partnership, threatening to ban iPhones from his companies due to concerns over data security. He claimed that Apple is compromising user data by partnering with OpenAI, a claim that Apple has not addressed.
Samsung also mocked Apple's announcement on social media, implying that adding "Apple" to AI features doesn't make them groundbreaking.
Apple’s challenge now is to leverage these new AI tools to catch up with competitors who have been quicker to adopt AI technology. Apple was surpassed by Microsoft as the world's most valuable company in January and by chip-maker Nvidia in early June.
What is 'Apple Intelligence'?
Ben Wood, chief analyst at CCS Insight, noted that while "Apple Intelligence" might reassure investors, integrating ChatGPT could expose deeper issues. Unlike a standalone product or app, "Apple Intelligence" will be integrated into every app and device, providing functions like refining message drafts and optimizing routes to appointments. It is similar to Microsoft’s AI assistant Copilot, but without additional activation costs.
Siri has been updated with a new interface and a more conversational approach to better assist users. This update is seen as Apple acknowledging its limitations, as ChatGPT will support users where Siri cannot.
An illustration by Apple showing how ChatGPT will work with Siri
Security and Privacy
During the keynote, Apple emphasized the security of "Apple Intelligence," stating that some processing will occur on the device, while more demanding tasks will be handled in the cloud without storing data there. This approach aligns with Apple's commitment to privacy, a key selling point for its premium customers.
Craig Federighi, Apple’s senior vice president of software engineering, highlighted that this system places powerful generative models at the core of Apple devices, tailored to personal contexts while ensuring privacy.
Implications of the OpenAI Partnership
Apple’s integration of ChatGPT, although anticipated, is unusual for a company known for closely guarding its products. Recent AI errors from Google and Microsoft have put the spotlight on the reliability of AI features, emphasizing the challenges of AI integration.
Historically, Apple has restricted app downloads to the App Store for security reasons, a stance only recently changed due to EU legislation. The decision to integrate ChatGPT suggests that even Apple recognizes the current dominance of OpenAI in the AI field.
In addition to AI updates, Apple announced that its mixed reality headset, the Vision Pro, will be available in the UK on July 12, following its US release in February.
Other New Features
- Text via Satellite: Sending texts through satellite connectivity.
- Scheduled Messaging: Allowing users to schedule messages for later.
- AirPods Pro Control: Using head gestures (nodding for yes, shaking head for no) to control AirPods.
- Password App: A dedicated app for managing passwords across devices.
- App Privacy: The ability to hide or lock certain apps using Face ID or passcodes.
This overhaul represents a significant evolution in Apple's AI capabilities, aiming to strengthen its position in the competitive tech landscape.