On Monday, Apple announced the introduction of artificial intelligence-powered features in multiple significant products, marking the tech giant’s much-anticipated debut in the competitive world of AI.
During the Worldwide Developers Conference held at Apple’s headquarters in Cupertino, California, the tech giant announced that its latest operating system will provide customizable tools through generative AI for iPhones, Mac, and iPad. With the help of language tools, users will have the ability to enhance or summarize text, while image generators will add extra embellishments to photos.
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Apple CEO Tim Cook announced on Monday that the company’s latest AI capability, known as Apple Intelligence, is the “next big step for Apple.” This major advancement is the result of a partnership between Apple and OpenAI, the creators of the widely-used text bot ChatGPT.
According to the company, Siri will be getting a makeover that will make it more efficient in language comprehension and context retention from previous requests. This will be made possible through the utilization of generative chat technology.
Apple launched Siri in 2011, and since then, it has been known mainly as a hands-free tool for responding to specific prompts such as weather updates or calendar events. However, the latest version of Siri promises to do much more. According to Apple, the new version will be capable of carrying out extended conversations and assisting with complex tasks.
According to the company, Siri will soon have the ability to perform tasks inside a user’s device, such as displaying photos or inputting text in the Notes app.
Despite its standing as the second-largest company globally, Apple has fallen behind its competitors in the development and provision of AI products.
Microsoft has maintained a long-standing partnership with OpenAI, wherein the former holds a minority stake in the latter and also incorporates ChatGPT into its Bing search engine. In the previous year, Google announced the release of its own AI model, Bard, which generates concise summaries in response to specific search queries.
According to Dan Ives, a managing director of equity research at investment firm Wedbush, Monday’s announcement is a crucial decision for both Apple and CEO Tim Cook. In a research note to clients prior to the conference, Ives emphasized the significance of this announcement, stating that it is the most important decision for Apple in the last decade.
According to Ives, there is a significant emphasis on providing developers and consumers with a generative AI stack of technology.
Apple’s recent performance has been relatively sluggish, and the arrival of fresh products comes at a crucial time.
Apple’s recent earnings report showed a decline in sales for some of its prominent products. The report revealed a 10% drop in smartphone sales over the three-month period ending in March, compared to the same period last year. Similarly, iPad sales also saw a decline of 17% during this period, according to the report.
According to analysts who spoke with ABC News, the company has been focusing on introducing new versions of its popular products in recent years, rather than trying to develop the next big thing.
According to analysts, Apple is leveraging its loyal customer base and popular devices with its approach, while also working on developing new products like the Apple Vision Pro, its mixed reality headset.
The Apple Vision Pro starts at a hefty price tag of $3,499 with a more powerful version available for around $4,000, making it still quite expensive for most people.
