Since ChatGPT was released to the public in 2022, Apple has said little publicly about generative artificial intelligence (AI).
That was until Monday, when its chief executive announced a series of AI productsincluding an agreement with the chatbot creators and your own AI system called “Litter intelligence”.
Apple Intelligence is a suite of features that includes text and image generation and an improved Siri voice assistant, which will be supported by the integration of the already popular ChatGPT into the company’s phones.
The new product has already faced criticism over the security implications of allowing Siri to extract information from the variety of apps users access.
Apple CEO Tim Cook announced new products at an event at the company’s California campus. Photo: AP
But in the middle iPhone sales stagnation and growing competition in ChinaApple has faced increasing pressure from stakeholders to seize the opportunity to deliver an AI breakthrough after its competitors, including Microsoft and Meta, rushed to claim their position as leaders in the new wave of AI technology.
The challenge for the company is that its main business is to sell products to consumers and not to companies.
Generative artificial intelligence has already been integrated into its products for years, in the form of Siri and satellite navigation.
To take this to the next level, any new product must significantly improve the consumer experience when using an iPhone and iPad or another Apple product.
OpenAI CEO Sam Altman attended Apple’s event on Monday. Photo: AP
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Thomas Husson, vice president principal analyst at research firm Forrester, said: “It’s still early days for generative AI and no consumer-facing brand has really cracked it yet.
“Apple is no exception and despite unreasonable expectations that Apple would announce a breakthrough innovation in generative AI, the reality is that Apple did what it has always done at its worldwide developer conference: bring tools to its developer community to improve consumer experiences, beyond Apple Devices.”
He added that at the conference, Apple “resisted constantly referring to the hype about generative AI and highlighted that they have been investing in many different AI technologies such as machine learning for some time.”
The question for Apple remains: Will an AI innovation one day become a top reason to buy an Apple product?
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