Apple CEO Announces New AI Products, Including “Apple Intelligence”
Since its public launch in 2022, Apple has maintained a low profile on generative artificial intelligence (AI). However, this changed on Monday when the company’s chief executive revealed a series of AI products, including a partnership with chatbot creators and their own personalized AI system – “Apple Intelligence”.
This new product boasts a range of features, including text and image generation and an upgraded version of Siri, the company’s voice assistant. These advancements are made possible by integrating the popular ChatGPT technology into Apple’s devices. However, the product has already faced criticism over potential security concerns, as Siri will now have access to a wider range of user data from various apps.
Amid slowing iPhone sales and increasing competition in China, Apple has faced mounting pressure from stakeholders to make a mark in the rapidly evolving AI landscape. Industry leaders such as Microsoft and Meta have already staked their claim in this new wave of technology, leaving Apple with the challenge of standing out in a market primarily focused on selling to consumers, not businesses.
Despite this, Apple has already incorporated generative AI into its products, with Siri and satellite navigation being prime examples. The company’s goal now is to take this technology to the next level and significantly enhance the consumer experience of using Apple devices.
Thomas Husson, VP principal analyst at Forrester, stated that “it’s still early days for generative AI and no consumer-facing brand has truly mastered it yet.” He went on to say that “Apple is no exception and, despite high expectations, the company has simply provided tools to its developer community to enhance the consumer experience on Apple devices.”
During the conference, Apple made a conscious effort to steer away from the overhyped buzz around generative AI and instead highlighted its investments in various AI technologies, such as machine learning, over the years. The question that remains for Apple is whether or not AI innovation will ever become a key factor in consumer purchasing decisions.
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