| Apple Intelligence Unveiled Apple Intelligence is bringing a world of change to Apple’s products.
The most noticeable change will be an enhanced Siri experience. Apple promises its original voice assistant will feel more natural and responsive, addressing a long-standing challenge for the company.
Siri will now exhibit more onscreen awareness. For example, when asked, it will present a user with a specific photo that they’re looking for – and even move it to third-party apps if desired. Siri can also more easily check real-time flight tracking data and determine the optimal time to get going. Additionally, the voice assistant will be more context-aware, capable of answering questions about various features and settings.
Apple isn’t making these improvements alone. Through a partnership with OpenAI, users can now pose questions to ChatGPT through Siri, rather than relying solely on Apple’s own models. Apple is not paying OpenAI for the use of ChatGPT… but is providing Sam Altman’s company access to millions of new users.
This is not Apple’s first AI partnership. One of the company’s earliest forays into AI was with Unity Software Inc. (U) to create apps for Vision Pro, the virtual reality headset that made its debut earlier this year. While not yet the usual Apple blockbuster success, Vision Pro introduced “spatial computing,” which uses artificial intelligence as a critical building block – and has applications far beyond the world of gaming.
We’ll stay tuned to see if Apple can get consumers to buy their VR headset.
Also in the future, Apple will likely partner with Google’s Gemini AI model, based on comments about support for additional AI models. Google has a strong foundation in AI, with a range of popular apps and services that provide a wealth of data to power its AI capabilities. So, this partnership could offer huge AI opportunities to both companies. What This Means for the Tech Sector Beyond Siri, Apple Intelligence also powers Apple Rewrite, a new writing tool that can improve a user’s writing, produce summaries, create outlines… and impact competitors.
While Apple isn’t positioning itself in direct competition with major AI distributors like Microsoft, Alphabet, and Meta – yet –AI writing companies like Grammarly should be worried.
With Apple’s service officially entering Grammarly’s territory, they may end up going head to head. Some factors still favor Grammarly, especially the fact that Rewrite is only available on iOS devices. But smaller AI players will undoubtedly face challenges in keeping up with the likes of Apple as they forge ahead in the AI race.
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