Apple has showcased what it calls Apple Intelligence, its own version of generative AI. It combines personalized intelligence. Apple demonstrates how it could generate custom emojis, a cartoon to text friends or edits making an email more professional. Its digital assistant Siri could prompt users if they want ChatGPT’s help too.
Apple wants to invigorate its loyal base of users and compete with resurgent rivals. Apple wants to arrest its declining sales.
The AI software requires at least an iPhone 15 Pro or ProMax to operate. This could encourage new purchases. There has been hemorrhaging of the device’s revenues lately, and the innovation may stop it. However, whether it would create a new band of followers is yet to be seen.
Apple estimates 15 per cent plus of its user base will upgrade to iPhone 16 so as to avail of the killer app Apple Intelligence for which they have been waiting.
The in-built AI will process data on the user’s device depending on chips in Apple’s new smartphones.
The declaration by Apple that its customers will have access to OpenAI’s ChatGPT has irked Elon Musk. He threatens that if Apple integrates OpenAI’s AI at the operating system level, he will ban Apple devices. He calls the tie-up a security risk.
Apple Intelligence is deeply integrated into iOS 18, iPad OS 18 and MacOS Sequoia. It is backed by Private Cloud Compute. This provides server-based processing, in addition to on device processing. The tools will allow users to write, rewrite, proofread and summarize text anywhere. The ‘rewrite’ feature shows users different versions of what they write. The tone is adjusted keeping mind the audience and task. In mail, there will be a feature of Priority Messages at the top of the inbox.
Apple devices will create images from three styles — animation, illustration or sketch. Users can also experiment with images. The pictures can be searched more easily.
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