Apple (NASDAQ:AAPL) has ventured into generative AI by unveiling its Apple Intelligence platform at the annual Worldwide Developers Conference. This marks a significant shift for the company, introducing numerous new features to its operating systems and products.
Unlike Microsoft (NASDAQ:MSFT) and Google (NASDAQ:GOOGL), which launched their AI chatbots and services in 2023, Apple is positioning its AI service uniquely. Samsung also offers Galaxy AI services, utilizing both its own and Google’s Gemini models.
Apple’s approach focuses on a personalized AI platform, Apple Intelligence, designed to understand user data and provide it when needed. This personalization sets Apple apart, aiming to make its AI service more useful to consumers.
Apple is integrating generative AI capabilities into Siri, enhancing the voice assistant’s role across its operating systems. For example, Siri can now check your messages for flight details and provide real-time updates on your mother’s flight arrival.
Siri will also recognize and respond to contextual information on your screen. For instance, if a friend sends an address followed by unrelated texts, you can instruct Siri to save the address to their Contact Card without repeating the friend’s name.
Apple Intelligence extends beyond Siri. It will help prioritize notifications, summarize long message threads, and offer generative AI-powered photo editing features and text summarization in Mail and other apps.
Addressing privacy concerns, Apple assures that its AI models run on-device, minimizing data sharing with cloud-based services. For complex requests, Apple uses Private Cloud Compute, which runs on Apple’s servers to ensure security. Only essential data is sent to the cloud, and Apple claims it does not store user data on its servers. The software for Private Cloud Compute is publicly available for security audits.
Apple has partnered with OpenAI to integrate ChatGPT into its devices, requiring user consent before any data is sent to OpenAI’s servers. The company is also working to integrate other AI models, including Google’s Gemini.
Apple Intelligence will be available on the iPhone 15 Pro and Macs and iPads running the M1 chip or newer later this fall. If successful, Apple’s approach could establish it as a leader in the emerging generative AI space.
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