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  • Apple plans to charge Siri and iOS with "Apple Intelligence" and OpenAI
  • Response to Apple Intelligence has been quite negative
  • Apple is facing a lot of pressure because AI is not a new technology
Apple is falling behind and now trying to reach its competitors with AI technology. Armand Valendez/ Pexles

Apple plans to charge Siri and iOS with "Apple Intelligence" and OpenAI

Artificial intelligence is popularized by various projects coming up in the new technology industry. This is why so many people and companies from different fields rely on AI technology, tools, and devices. Everyone wants to jump on this bandwagon. The technology giant Apple is one of those businesses.

Apple already had its device assistant, Siri, which was new to other mobile device manufacturers, but now even Siri should get an update. There are talks about particular additions to their products now. Many people on social media and technology enthusiasts have expressed their positive excitement[1].

Apple is set to reveal its solution to the AI wildfire surfacing in the technology sector. Reports state that the company will take to the stage during the Worldwide Developers Conference on June 10-14 to announce the specific plans on " Apple Intelligence". This should be a lineup of AI-powered products, devices, and services.

According to the Bloomberg report, Apple plans to introduce a mix of onboard and cloud-based AI services across its products. iPhones and iPads will use built-in hardware to run AI services when possible but will switch to cloud services for more demanding tasks.

This approach protects user privacy for things like predictive text, typing suggestions, and simple queries. For more complex AI features, Apple is expected to collaborate with OpenAI's ChatGPT, which is notable since OpenAI works with Microsoft for cloud services. Additionally, Apple plans to upgrade Siri with new features. Once a leading virtual assistant, Siri has fallen behind competitors like Samsung, which already uses advanced AI technology[2].

Response to Apple Intelligence has been quite negative

The new version of Siri should be more powerful. Apple plans to introduce this new version of the Siri assistant, which will supposedly be capable of following detailed instructions to perform personalized tasks. It might be able to delete specific emails or edit photos. This might be a change for the better, and consumers will be excited. However, the general response to the new plan is not so positive[3].

Pundits, consumers, and analysts have eagerly awaited Apple's entry into the world of generative AI, especially after OpenAI's groundbreaking release of ChatGPT. Many have speculated that Apple has fallen behind in the AI race as competitors while they have aggressively secured their positions in the AI sector. The upcoming launch of AI-generated Apple emojis, an enhanced Siri, and "Apple Intelligence" integration into its products is expected to help Apple maintain its position as a market leader through 2024.

Apple might integrate AI into their devices. Atccommphoto/ Pexels
Apple might integrate AI into their devices. Atccommphoto/ Pexels

Some even say that Apple is not focusing on the usefulness of artificial intelligence but rather wants to be flashy. According to some experts, Apple should change a few things. Google and Microsoft showed how to integrate generative AI, and the expected debut of Apple Intelligence might have too many flaws.

Rumors suggest Apple may announce a partnership with OpenAI to enhance AI features across its systems. However, Apple might avoid direct involvement in content-related AI features due to AI's tendency to produce inaccurate or biased content. There are many speculations right now since these possibilities are endless, and Apple can do this in many ways.

Apple is facing a lot of pressure because AI is not a new technology

The company has fallen behind its peers in the AI race, and it feels like it needs to pull out the stops to impress fans and shareholders. There are expectations, and Apple should deliver them, but there are issues and concerns[4].

  • Many AI functions currently depend on cloud-based processing to get answers or inputs. However, if Apple can implement useful AI features directly on their devices, users might prefer these always-available options over cloud-based tools. For instance, offline transcriptions in the Voice Memo and Notes apps could be a valuable addition.
  • Apple is expected to introduce features like notification and web page summaries, basic text generation, and photo editing. However, since many existing apps offer these, Apple needs to ensure its versions are smooth and seamless to stand out.
  • Apple is likely to maintain its strong privacy stance, which might limit the extent to which Siri and other AI features can control apps. According to Bloomberg, only the iPhone 15 Pro and devices with M1 or later chips will get these AI features and be opt-in. This cautious approach shows Apple is wary of potential user backlash, despite being slower in adopting AI features.

Given AI's controversial reputation among creators, Apple will likely adopt a careful approach to avoid further upsetting this community. A major anticipated change is an improvement to Siri, enabling it to understand user queries better and deliver more accurate results. For example, Siri struggles with multitasking, such as correctly setting multiple timers.

This might not require generative AI, but a revamp is necessary to address such issues. If Siri doesn't gain deeper app integration, Apple could improve user experience by introducing an AI assistant to help create complex Siri shortcuts for multistep tasks.

Many companies have made grand promises about AI, only to face disappointment due to errors or biases. Companies like Google and OpenAI have had to retract AI features because of these issues. As a result, Apple might avoid relying on large language models for content generation to prevent similar problems. The announcement might reveal certain plans and possible features and answer these questions and concerns.