Apple Inc. made a significant announcement at its Worldwide Developers Conference (WWDC) this week, introducing its highly anticipated AI system, Apple Intelligence. The unveiling of this new system caused a surge in investor excitement, propelling Apple’s stock to briefly surpass Microsoft Inc. as the world’s most valuable company on both Wednesday and Thursday.
Apple Intelligence aims to integrate generative AI capabilities into iPhones, iPads, and Macs, promising users a seamless experience in writing, self-expression, and productivity. While this development positions Apple as a major AI distributor, it is unlikely to disrupt competitors such as Gemini from Alphabet Inc. or Meta AI from Meta Platforms Inc.
The enhanced Siri experience is one of the most noticeable changes brought about by Apple Intelligence. Apple has addressed the long-standing challenge of making Siri more natural and responsive, with the voice assistant now exhibiting onscreen awareness. Siri can present users with specific photos they are looking for and even transfer them to third-party apps if desired. Additionally, Siri can easily access real-time flight tracking data and provide optimal departure times. The voice assistant has also become more context-aware, capable of answering questions about various features and settings.
Apple’s partnership with OpenAI allows users to pose questions to ChatGPT through Siri, expanding the capabilities beyond Apple’s own models. Although Apple is not paying OpenAI for the use of ChatGPT, it is granting Sam Altman’s company access to millions of new users. This collaboration follows Apple’s previous AI partnership with Unity Software Inc., which resulted in the creation of apps for Vision Pro, a virtual reality headset that introduced “spatial computing.”
Future collaborations with Google’s Gemini AI model are also anticipated, as Apple has expressed support for additional AI models. Google’s strong foundation in AI, coupled with Apple’s vast user base, could present significant AI opportunities for both companies.
In addition to Siri, Apple Intelligence powers Apple Rewrite, a writing tool that enhances users’ writing skills, generates summaries, and creates outlines. This development poses a potential challenge to AI writing companies like Grammarly, as Apple enters their territory. While Grammarly still holds certain advantages, such as availability on multiple platforms, smaller AI players may struggle to keep up with Apple’s advancements in the AI race.
As Apple continues to forge ahead in the AI sector, the tech industry should take note of the impact Apple Intelligence will have on competitors and the potential shifts in market dynamics.