New Delhi

Introduction of 'Apple Intelligence' across apps

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Apple Inc. announced its much anticipated AI strategy on Monday, offering "Apple Intelligence" technologies throughout its suite of products, including the voice assistant Siri, and integrating OpenAI's ChatGPT into its devices. The news came during a nearly two-hour presentation by Apple CEO Tim Cook and other top executives at the company's annual Worldwide Developers Conference (WWDC).

Enhanced Siri capabilities

Siri has been greatly enhanced and is at the heart of Apple's AI agenda. The voice assistant will now function seamlessly with messages, emails, calendars, and third-party apps. Siri's new powers include writing emails and altering the tone of voice to fit the occasion. Apple intends to make Siri a more accessible and adaptable tool for users.

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"Apple Intelligence will indeed delight its users in small but meaningful ways," says Dipanjan Chatterjee, a Forrester analyst. "It brings Apple level with, but not head and shoulders above, where its peers are at."

Privacy-centric approach

Apple, which is well-known for its strong focus on customer privacy, reiterated its commitment to data protection. Apple emphasises the importance of privacy, hence the integration of ChatGPT will require user consent before accessing the OpenAI service. The company also announced intentions to publish a comprehensive report describing how its AI features will protect client data.

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However, the collaboration with OpenAI has raised privacy worries, with Tesla CEO Elon Musk threatening to ban Apple products from his companies if the integration takes place at the OS level.

Mixed reception from Wall Street

Despite the hype, Wall Street's reaction was unimpressive. Following the event, Apple's shares dropped by over 2 per cent. Analysts voiced fear that the new AI features would not significantly improve Apple's short-term financial performance.

"In this early race, it appears that Alphabet, and especially Microsoft, are in better shape following their initial moves and thanks to their cloud assets," said Paolo Pescatore, analyst, and founder of PP Foresight.

Prospects and technological integration

The new AI features will be included in the next iOS 18, which will be available on the latest iPhones beginning with the iPhone 15 Pro. To enable these capabilities, Apple intends to use a combination of on-device processing and cloud computing, leveraging its in-house chips in data centres for added security.

Apple is also expanding the availability of its mixed-reality headset, Vision Pro, to eight more countries, including China and Japan. The headset's VisionOS 2 software will include machine learning upgrades and new gesture controls.

Apple's cautious but inventive approach tries to gradually persuade its massive user base of the benefits of AI while distinguishing itself from the competition by its unwavering dedication to privacy.

(With inputs from Agencies)