Apple reveals AI strategy with Siri and ChatGPT integration

Apple unveiled its AI strategy, integrating “Apple Intelligence” and partnering with OpenAI for ChatGPT. At the Worldwide Developers Conference, it introduced text summarization, personalized content, and enhanced app security. Siri will use ChatGPT, needing user permission for queries. Updates also included the Vision Pro headset and iOS 18.


On Monday, Apple unveiled its long-awaited AI strategy, integrating “Apple Intelligence” across its suite of apps, including Siri, and announced a partnership with OpenAI to bring ChatGPT to its devices.

With these initiatives, Apple aims to reassure investors that it remains competitive in the AI arena despite Microsoft’s early lead through its investment in OpenAI. This early lead allowed Microsoft to take a prominent position in commercializing AI technologies.

However, Apple’s shares dipped nearly 2% in afternoon trading as investors anticipated more substantial AI announcements. The AI features were introduced at Apple’s Worldwide Developers Conference, where the company also showcased the latest operating systems for its Vision Pro mixed-reality headset and iPhone.

These new AI features, available with the latest software updates, will enable users to summarize text and generate content such as personalized animations for birthday greetings. Apple stated that ChatGPT integration would be accessible later this year, with additional AI features to follow. Importantly, the chatbot will be free, and users’ information will not be logged.

Among the updates, Siri will be revamped to leverage ChatGPT’s capabilities, requiring user permission before querying the OpenAI service. While its competitors focus on enterprise applications, Apple plans to differentiate itself by making AI technology relevant to its over 1 billion users, most of whom are not tech enthusiasts.

iOS 18, the software for Apple’s flagship device, will offer a more customizable home screen and enhanced versions of in-house apps. A new “lock an app” feature will allow users to protect sensitive information by locking specific apps, ensuring tighter data control.

Additionally, Apple will update its email client to categorize messages into primary, transactions, promotions, and other specific groupings, similar to Google’s Gmail. Apple announced the expansion of its Vision Pro mixed-reality headset to eight more countries, including China and Japan. The new VisionOS 2 software for the headset will utilize machine learning to create natural depth photos and introduce new gestures.

Each year, Apple uses its developer conference at Cupertino, California, to highlight updates to its apps and operating systems and introduce new tools for developers.

Despite using AI behind the scenes for years to enhance device functionality, such as crash and fall detection in its watches, Apple has been hesitant to promote these advancements as Microsoft has done with its early investment in OpenAI.

This year, Microsoft overtook Apple as the world’s largest company by market capitalization. Meanwhile, AI chip giant Nvidia briefly surpassed Apple as the second-most valuable company, highlighting a potential shift in tech industry power.

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