AI? Apple (finally) has an app for that
'Apple Intelligence' is generative AI on Apple's terms
WHAT’S HAPPENED?
Silicon Valley’s worst-kept secret is finally out: Apple is seeking to invigorate its products with generative AI, and doing a deal with OpenAI to bring ChatGPT to Siri.
The move will help give Siri, Apple’s decade-old voice assistant, a much-needed makeover, making it smarter and more personalised as part of a proprietary push into generative AI that the tech giant is calling ‘Apple Intelligence’.
It also propels Apple into the AI era, making it a player at AI’s top table alongside Microsoft-backed OpenAI, Google, Meta, Amazon and Nvidia.
Apple Intelligence will be able to search within emails, messages, photos and videos, pinpointing specific information and moments. It will be able to record phone calls, as well as transcribe and summarise them. Image tools will create personalised emojis and cartoons, and new images based on photos.
Apple CEO Tim Cook stressed the integration across iPhones, iPads, iMacs and Macbooks would respect user privacy. Most operations will be performed on devices themselves. Any that are routed externally will be done through a private cloud, keeping user data secure. Users will be asked for permission before Siri asks ChatGPT a question or when writing tools call on ChatGPT for help composing or summarising documents.
However, Elon Musk – who is suing OpenAI over its alleged abandonment of its original mission – said he would ban Apple devices at his companies “if Apple integrates with OpenAI at the OS level”.
WHY SHOULD WE CARE?
✨ Apple’s long-awaited embrace of generative AI is an important moment since it will put the emerging technology in the hands of the mass market, infusing it in consumers’ everyday lives. Apple Intelligence is generative AI on Apple’s terms. In keeping with its brand promise, it’s taking a cautious and responsible approach to privacy, keeping AI on the device where possible. That will require processing power only available on the iPhone 15 Pro or Pro Max, and iPads and Macs with Apple’s latest M-series chips. The deal with OpenAI isn’t exclusive; other chatbots could be integrated in time, and Apple could roll out its own versions alongside the proprietary models powering Apple Intelligence.