Apple has unveiled a new artificial intelligence (AI) system, but it's a bit different: Instead of using the industry-standard term, Apple has chosen to call it “Apple Intelligence.” The company's CEO, Tim Cook, downplayed any hidden meaning behind the name choice, saying the company just calls it what it is.
“After looking at a bunch of names, it seemed kind of a logical conclusion. At least to me, it wasn't an imitation of artificial intelligence. It was kind of calling it what it is. There's going to be a lot to be said about it, but it's probably not what it seems,” Cook told The Washington Post in an interview, when asked why the company chose Apple Intelligence over a traditional name.
Apple introduced Apple Intelligence, an AI system that brings together machine learning models designed for everyday tasks on iPhone, iPad and Mac. Powered by Apple Silicon, the AI system enables capabilities like language understanding and generation, taking actions across apps and personalizing the user experience, all with privacy as a top priority.
To this end, Apple also announced that it will work with OpenAI, the developer of ChatGPT, to offer a free version of the app on an opt-in basis. Craig Federighi, Apple's senior vice president of software engineering, also said that the company may work with more models like Google Gemini in the future.
Tim Cook talks about 'hallucinations' in AI systems
Asked whether Apple could prevent AI hallucinations — a term that describes responses generated by AI chatbots that are inaccurate or misleading but presented with a high degree of confidence — Cook said Apple Intelligence could generate false information.
“We're not 100 percent, but I think we've done everything we needed to do, including thinking deeply about the readiness of the areas where we're using the technology, so I'm confident it's going to be very high quality. But I'll be honest with you, we're nowhere near 100 percent. I would never say we're 100 percent,” Cook said.
When asked about the most immediate benefit of AI to Apple customers, Cook said it “saves us time and makes things more efficient.” [for them]. “
“After looking at a bunch of names, it seemed kind of a logical conclusion. At least to me, it wasn't an imitation of artificial intelligence. It was kind of calling it what it is. There's going to be a lot to be said about it, but it's probably not what it seems,” Cook told The Washington Post in an interview, when asked why the company chose Apple Intelligence over a traditional name.
Apple introduced Apple Intelligence, an AI system that brings together machine learning models designed for everyday tasks on iPhone, iPad and Mac. Powered by Apple Silicon, the AI system enables capabilities like language understanding and generation, taking actions across apps and personalizing the user experience, all with privacy as a top priority.
To this end, Apple also announced that it will work with OpenAI, the developer of ChatGPT, to offer a free version of the app on an opt-in basis. Craig Federighi, Apple's senior vice president of software engineering, also said that the company may work with more models like Google Gemini in the future.
Tim Cook talks about 'hallucinations' in AI systems
Asked whether Apple could prevent AI hallucinations — a term that describes responses generated by AI chatbots that are inaccurate or misleading but presented with a high degree of confidence — Cook said Apple Intelligence could generate false information.
“We're not 100 percent, but I think we've done everything we needed to do, including thinking deeply about the readiness of the areas where we're using the technology, so I'm confident it's going to be very high quality. But I'll be honest with you, we're nowhere near 100 percent. I would never say we're 100 percent,” Cook said.
When asked about the most immediate benefit of AI to Apple customers, Cook said it “saves us time and makes things more efficient.” [for them]. “
