Apple is set to enhance its Siri voice assistant and operating systems by incorporating OpenAI's ChatGPT, as it aims to catch up in the AI technology race.
The iPhone maker unveiled the Siri overhaul along with several other new features at its annual developers' conference on Monday.
This is part of a new personalized AI system called "Apple Intelligence," designed to make navigation across Apple devices easier for users.
Updates to the iPhone and Mac operating systems will enable access to ChatGPT through a partnership with developer OpenAI.
ChatGPT will also enhance other tools, such as text and content generation, with a test version becoming available in the autumn.
Apple CEO Tim Cook stated that this move would elevate the company's products to "new heights" during the Worldwide Developers Conference at Apple's headquarters in Cupertino, California.
AI Integration and Controversy
The announcement wasn't welcomed by everyone. Elon Musk, the owner of Tesla and Twitter/X, threatened to ban iPhones from his companies due to "data security" concerns.
"Apple has no clue what's actually going on once they hand your data over to OpenAI," Musk said on X. "They're selling you down the river."
Apple has been under pressure to introduce new AI features after the rapid adoption of the technology by its rivals.
After being overtaken by Microsoft as the world's most valuable company in January, Apple was again surpassed by Nvidia in early June.
Ben Wood, chief analyst at CCS Insight, noted that while Apple's new personal AI system "should help placate nervous investors," the ChatGPT integration might reveal deeper issues.
"Arguably, this sees Apple admitting its limitations, given ChatGPT will step in where Siri falls short," he told the BBC.
Apple has been largely absent from the recent surge of AI products released by tech firms.
Cook had told investors in 2023 that the company would approach the technology with caution. On Monday, those plans were finally outlined.
Introducing 'Apple Intelligence
"Apple Intelligence" isn't a standalone product or app. Instead, it will be integrated into every app and Apple product, acting as a writing assistant or a diary showing the best route to appointments, among other functions.
In this sense, it is similar to Microsoft's AI assistant Copilot but won't require an extra fee to activate.
Siri, the voice assistant Apple acquired in 2010, has been revamped with a new interface and a chattier approach to help users navigate their devices and apps more seamlessly.
Apple emphasized the security of Apple Intelligence during Monday's keynote.
Some processing will be done on the device itself, while more power-intensive tasks will be sent to the cloud, though no data will be stored there, Apple said.
This security is crucial for customers who pay premium prices for Apple's privacy promises.
The system "puts powerful generative models right at the core of your iPhone, iPad, and Mac," said Apple senior vice president of software engineering Craig Federighi.
"It draws on your personal context to provide intelligence that's most helpful and relevant for you, while protecting your privacy at every step."
The OpenAI Partnership
Apple's decision to integrate OpenAI’s ChatGPT technology was widely anticipated but is an unusual move for a company that closely guards its products.
Google and Microsoft have recently faced scrutiny over errors made by their AI products, with Google even rolling back a new feature in May after its erroneous answers went viral.
For years, Apple refused to allow its customers to download apps outside of the App Store or use any web browser other than Safari for security reasons. This only changed when forced by EU legislation.
Is this a sign that even Apple can’t compete with ChatGPT right now? If so, it underscores the current dominance of OpenAI.
Apple indicated that it would integrate other products in the future but did not specify any.
Additional Announcements
Apple announced that its mixed reality headset, the Vision Pro, will go on sale in the UK on July 12. It has been available in the US since February.
Other new features announced on Monday include:
- Sending texts via satellite
- Scheduling messages to send at a later time
- Using head gestures (nodding for yes or shaking head for no) to control AirPods Pro
- A dedicated app for passwords accessible across devices
- The ability to hide or lock certain apps behind Face ID or passcodes
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