Apple supercharging Siri and iOS with ‘Apple Intelligence’ and OpenAI

Apple is about to reveal its answer to the artificial intelligence (AI) wildfire sweeping the tech sector.

According to a Bloomberg report, the Cupertino company will take the stage at the Worldwide Developers Conference (WWDC) on June 10-14 to announce its new “Apple Intelligence” range of AI-powered products and services.

Apple's plan, according to the report, is to unveil an on-board/cloud approach to integrating AI services across its entire product suite. Where available, iPhones and iPads use specialized hardware (on-board chips) to run AI services, and when more powerful models are needed, devices rely on cloud services.

This should allow Apple to protect consumer privacy with things like predictive text, typing suggestions, and simple queries. However, when it comes to more robust generation features, the company seems to be working with OpenAI to ChatGPT – an exciting prospect considering that OpenAI is partnering with Microsoft for cloud services.

Also of note, Apple is rumored to be infusing Siri with new capabilities. While Siri was once synonymous with virtual assistants, it's starting to show signs of age as it lags behind competitors like Samsung.

The new version of Siri can follow detailed instructions to perform personalized tasks, such as deleting specific emails or making edits to photos.

While it remains to be seen how Apple's late arrival to the AI ​​scene will be embraced by consumers, one thing is certain: the general reaction to the term “Apple Intelligence” has so far been overwhelmingly negative.

Analysts, consumers, and analysts alike have been anticipating Apple's first foray into the world of generative AI following the launch of OpenAI's ChatGPT. Countless articles have been written claiming that Apple is lagging behind in the so-called AI race as rivals Microsoft and Google battle to maintain their top positions in AI.

In comparison, the Cupertino company has been relatively quiet on the AI ​​front until now. Hopefully, AI-powered Apple Emoji, a supercharged Siri, and the introduction of “Apple Intelligence” into the company's products will be enough to keep Apple on the market value leaderboard for the rest of 2024.

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