Apple has sparked debate after unveiling its intense artificial intelligence (AI) strategy at the company’s annual developer conference in California.
On Monday, Apple CEO Tim Cook took to the stage at Apple Park to open the Worldwide Developers Conference (WWDC).
The 63-year-old’s keynote revealed that Apple’s long-awaited iOS 18 update would be rolling out to iPhones later this year and that products such as the Apple Watch, iPad and Mac would also receive new versions of the operating system.
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Moreover, Cook unveiled that the tech company would be delving deeper into the world of AI with its own version, dubbed ‘Apple Intelligence.
“AI has to understand you and be grounded in your personal context like your routine, your relationships, your communications and more. It’s beyond artificial intelligence. It’s personal intelligence,” said Cook during the topline. “Introducing… Apple Intelligence.”
This system will work across iPhone, iPad and Mac to help users rewrite, proofread and summarize texts, create custom emoji and allow users to create fun and playful images.
“We’re thrilled to introduce a new chapter in Apple innovation. Apple Intelligence will transform what users can do with our products — and what our products can do for our users,” continued Cook.
“Our unique approach combines generative AI with a user’s personal context to deliver truly helpful intelligence.
“And it can access that information in a completely private and secure way to help users do the things that matter most to them. This is AI as only Apple can deliver it, and we can’t wait for users to experience what it can do.”
Moreover, Apple has revealed that they are collaborating with OpenAI and will be integrating ChatGPT into iOS 18.
An upgraded, AI-powered Siri will tap into ChatGPT’s expertise when helpful and users can also use the system to write content and generate images.
You can also utilise Apple Intelligence to find documents and autofill forms, clean up photographs and transcribe phone calls into summaries.
Sharing news of the collaboration, OpenAI CEO Sam Altman said in a statement: "We’re excited to partner with Apple to bring ChatGPT to their users in a new way.
"Apple shares our commitment to safety and innovation, and this partnership aligns with OpenAI’s mission to make advanced AI accessible to everyone."
However, this ‘AI-powered iPhone’ update has divided Apple users, with many taking to social media to have their say.
One user of X, formerly known as Twitter, typed: “A historic moment indeed! Steve Jobs would be proud of Apple's continued innovation.”
A second commented: “I must say, Apple Intelligence is another example of Apple doing what they do: being a little late to the game, but them absolutely blowing everyone else out of the water. Apple Intelligence is incredible and so exciting.”
“The problem with Apple infusing intelligence into its apps, such as mail, pages, or numbers, is that almost no one uses those apps,” lamented another.
A fourth user joked: “Apple Intelligence but for connecting my Airpods to the right device”.
Meanwhile, Elon Musk is seemingly unimpressed with Apple’s partnership with OpenAI.
He took to X and typed: “If Apple integrates OpenAI at the OS level, then Apple devices will be banned at my companies. That is an unacceptable security violation.”
“And visitors will have to check their Apple devices at the door, where they will be stored in a Faraday cage.”
Elsewhere at WWDC, it was announced that the Apple Vision Pro headset would be launching in the UK and other parts of the globe next month.
The Vision Pro will go on sale in the UK on July 12, starting at £3,499, and will also come to Australia, Canada, France, Germany, mainland China, Hong Kong, Japan and Singapore as part of the new rollout.