Apple is set to boost its voice assistant, Siri, and its operating systems with OpenAI’s ChatGPT as it tries to keep up with developments in the AI ​​race.

The iPhone company announced at its annual developer conference on Monday the transformation of Siri using AI elements. This will be followed by a number of new artificial intelligence features, which will be introduced to the device.

It’s part of a new personalized AI system, called “Apple Intelligence,” that aims to give users a way to more easily navigate Apple devices.

Updates to iPhone and Mac operating systems will allow access to ChatGPT through collaboration with OpenAI.

ChatGPT can be used to power other tools, including text and content generation. The trial version will be available in the fall.

Tim Cook, Apple’s chief executive, said the move would propel his company’s products “to new heights” as he opened the Worldwide Developers Conference at the tech giant’s headquarters in California.

Surprisingly, Apple’s share price fell 1.91% on Monday, the day of the announcement.

Elon Musk and Samsung did not welcome Apple’s move

The partnership was also not welcomed by Elon Musk, the owner of Tesla and Twitter/X, who has threatened to ban iPhones from his companies due to “data security”.

“Apple has no idea what’s really going to happen when they hand over your data to OpenAI,” Mr. Musk told X. “They’re betraying you.”

Apple has not responded to his claims.

Smartphone maker Samsung scoffed at its rival’s announcement.

“Adding ‘Apple’ doesn’t make it innovative or groundbreaking. Welcome to AI,” X posted.

This is not the first time that the South Korean company has sought to undermine its competitor.

But the bigger concern for Apple is whether its new AI tools will help it catch up to rival companies that have been faster adopters of AI technology.

What is “Apple Intelligence”

Ben Wood, chief analyst at research firm CCS Insight, said that while Apple’s new personalized AI system “should help calm nervous investors”, its integration of ChatGPT could reveal and create deeper problems for the company. company.

“Apple Intelligence” is not a product or an application in itself.

It will become part of every Apple app and product customers use, whether it’s a writing assistant that improves your message drafts or your calendar that can show you the best route to your next appointment.

In that sense, it’s similar to Microsoft’s AI assistant Copilot, but you won’t have to pay extra to activate it.

Siri, the voice assistant acquired by Apple in 2010, has been revamped with a new, chattier approach to help users more seamlessly navigate their devices and apps.

“This arguably leads Apple to realize its limitations as ChatGPT enters a point where Siri is no longer able to assist the user,” Mr Wood told the BBC.

Apple highlighted the security of Apple Intelligence during Monday’s keynote.

This is crucial for customers who pay premium prices for Apple’s privacy promises.

What does the OpenAI and Apple deal mean?

Apple’s decision to integrate OpenAI’s ChatGPT technology has been widely reported, but it’s an unusual move for a company that guards its products so closely.

Google and Microsoft have recently faced scrutiny over mistakes made by their AI products in recent months, with the search giant rolling back a new feature in May after its wrong answers went viral.

For years Apple refused to allow its customers to download apps from outside the App Store on the grounds that they might not be secure, and wouldn’t allow any browser other than its own Safari for the same reason.

It only changed when forced by EU law.

The company said it will integrate other AI products in the future, but did not name any.

Other new features announced Monday include:

  • sending messages via satellite
  • scheduling messages to send later
  • using gestures and head movements (nodding for yes or shaking your head for no) to control AirPods Pro
  • a dedicated app for passwords accessible on all devices
  • the ability to hide specific apps or lock them behind Face ID or passwords