- author, Zoe Kleinman
- role, Technology Editor
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In an effort to catch up in the AI race, Apple will use OpenAI's ChatGPT to power its Siri voice assistant and operating system.
The iPhone maker announced improvements to Siri and a host of other new features at its annual developer show on Monday.
It's part of a new personalized AI system called “Apple Intelligence” that aims to give users an easier way to interact with their Apple devices.
Updates to iPhone and Mac operating systems will give users access to ChatGPT through a partnership with developer OpenAI.
ChatGPT can also be used to power other tools, such as text and content generation. A test version will be available in the fall.
Apple CEO Tim Cook said the move would take the company's products to “new heights” in opening remarks at the company's Worldwide Developers Conference at its headquarters in Cupertino, California.
The announcement was not welcomed by everyone: Tesla and Twitter/X owner Elon Musk threatened to ban the iPhone from his company for “data security” reasons.
“Apple has no idea what's actually going to happen when they hand over your data to OpenAI,” Musk said at X. “They're misleading you.”
The rapid rise of AI-enabled competitors has put Apple under pressure to introduce new AI features into its products.
Ben Wood, chief analyst at CCS Insights, said Apple's new personal AI system “should help calm jittery investors,” but that the ChatGPT integration exposes deeper issues for the company that could cause problems.
“This is an admission of Apple's limitations, given that ChatGPT kicks in at the point where Siri can no longer assist the user,” he told the BBC.
In the flurry of AI product releases from tech companies over the past few months, Apple has barely featured.
Cook had told investors in 2023 that the company would approach the technology cautiously, and on Monday, the plans were finally announced.
What is Apple Intelligence?
“Apple Intelligence” is not a product or app in itself.
This could be a writing assistant that helps refine draft messages, or a diary that shows you the best route to your next appointment, and it will be part of every app and Apple product that customers use.
In that sense, it's similar to Microsoft's AI assistant Copilot, but you don't have to pay extra to enable it.
Siri, the voice assistant that Apple acquired in 2010, has been revamped with a new interface and conversational approach to help users interact with devices and apps more seamlessly.
Apple highlighted the security of Apple Intelligence during its keynote address on Monday.
Some processing will be carried out on the device itself, while larger actions that require more power will be sent to the cloud, but no data will be stored there, the company said.
This is crucial for customers who are willing to pay a premium price for Apple's privacy promises.
The system “puts powerful generative models at the core of iPhone, iPad and Mac,” said Craig Federighi, Apple's senior vice president of Software Engineering.
“We will provide you with the information that is most helpful and relevant to you, based on your personal circumstances, and protect your privacy every step of the way.”
What does the OpenAI-Apple deal mean?
Apple's decision to integrate OpenAI's ChatGPT technology was widely expected, but it is an unusual move for a company that closely guards its products.
Google and Microsoft have recently faced intense scrutiny over errors their AI products have made in recent months, with the search giant rolling back a new feature in May after erroneous answers went viral.
For years, Apple did not allow its customers to download apps from anywhere other than the App Store because they could be potentially insecure, nor did it allow any web browser other than its own Safari for the same reason.
It was only changed when forced by EU law.
Is it a sign of recognition that even Apple can’t compete with ChatGPT at this point?
If so, it says a lot about the current power of AI supergiant OpenAI.
The company said it will integrate other products in the future, but did not disclose specific product names.
Apple has announced that its mixed reality headset, Vision Pro, will be available in the UK on July 12th. It has been on sale in the US since February.
Other new features announced on Monday include:
- Sending text via satellite
- Schedule a message to send later
- Use head gestures (nod for yes, shake for no) to control your AirPods Pro
- A dedicated password app that can be accessed across devices
- The ability to hide certain apps or lock them with Face ID or a passcode.
