Apple Upgrades Siri and iOS Using ‘Apple Intelligence’ and OpenAI Technology

According to a Bloomberg report, the Cupertino-based company will make the announcement at its Worldwide Developers Conference (WWDC) scheduled for June 10–14. During the event, Apple plans to introduce its new lineup of AI-powered products and services under the banner of "Apple Intelligence."

The report suggests that Apple will introduce a hybrid approach, combining onboard and cloud-based AI services across its product range. For tasks like predictive text, typing suggestions, and basic queries, iPhones and iPads will utilize onboard chips to run AI services, ensuring user privacy. However, for more complex generative tasks, Apple will collaborate with OpenAI, leveraging their ChatGPT technology.

Notably, Apple is expected to enhance Siri with advanced capabilities. While Siri was once a pioneer in virtual assistants, it has fallen behind competitors like Samsung, prompting Apple to revamp it. The updated Siri is rumored to be capable of executing personalized tasks based on detailed instructions, such as deleting specific emails or editing photos.

Despite the anticipation surrounding Apple's entry into the AI arena, the initial reaction to "Apple Intelligence" has been largely negative. Many pundits, consumers, and analysts have criticized Apple for lagging behind in AI innovation compared to Microsoft and Google. However, Apple's introduction of AI-generated emojis, an improved Siri, and the integration of "Apple Intelligence" into its products may help maintain its position as a market leader in 2024.