SAN FRANCISCO– Apple presented this Monday Apple Intelligence, a new system to optimize the use of its devices such as the iPhone and Mac through generative artificial intelligence (AI), an announcement highly anticipated by the markets.
At the center of this system, the Cupertino (California) firm placed its virtual assistant Siri, which had a radical update with which Apple seeks to recover its delay in relation to the products launched by OpenAI, manufacturer of the ChatGPT conversational robot, or Microsoft.
To achieve this goal, the company partnered with OpenAI.
“We’re happy to be collaborating with Apple to integrate ChatGPT into their devices later this year. I think they’ll like it,” tweeted OpenAI CEO Sam Altman.
Apple Intelligence will appear in the new version of the iOS 18 operating system, also presented this Monday at the beginning of Apple’s annual WWDC technology developers conference, in Silicon Valley.
“We think that Apple Intelligence will be indispensable in products that already play an essential role in our lives,” said the CEO of the apple company, Tim Cook, in a presentation broadcast online.
This new Apple system aims to improve and simplify the use of the company’s devices and their applications.
Among other things, it will allow you to generate email summaries or create an emoji from a description in common language.
The user must make their requests to Siri in writing or orally.
Recover ground
The conference is Apple’s annual gathering for developers who create applications for Apple devices such as iPads, Macs and iPhones.
While Apple has been quietly including AI features for years, it has yet to strengthen its overall strategy or embrace ChatGPT-style generative AI, which has been sweeping the world since late 2022.
Meanwhile, its big rivals, Microsoft and Google, launched products in rapid succession, propelling the former and Nvidia, the maker of highly in-demand semiconductors and AI chips, to surpass Apple in market capitalization.
Apple’s stock price has had an up-and-down ride since the AI frenzy broke out, but fans hope Monday’s announcements are the start of a new chapter for the maker of the popular iPhone.
In the afternoon, the Cupertino firm’s shares fell around 2% on Wall Street, to $192.80.
Apple Renaissance
All of these announcements will set the stage for the expected launch of the iPhone 16 later this year and open the door to “a growth renaissance” for the company, according to Wedbush Securities senior analyst Daniel Ives.
Silicon Valley is convinced that generative AI will profoundly change the way users interact with smartphones and computers, but that technology is still in its early stages and its benefits are not yet entirely clear.
Cook has already shown his commitment to the advancement of AI by including more powerful chips prepared for this technology in the launches of the new iPad and MacBook at the beginning of the year.
Since Apple makes most of its revenue from selling iPhones, AI will likely be used to make its devices and services work together more seamlessly, said Carolina Milanesi, an analyst at Creative Strategies.
“At the end of the day, for Apple, it’s all about getting people to upgrade their iPhone. We’ll see if it gives them a compelling reason to do so,” Milanesi said.
Source: With information from AFP.
