Apple is set to enhance its Siri voice assistant and operating systems with OpenAI’s ChatGPT to better compete in the AI sector. The iPhone maker unveiled this Siri upgrade and various other features at its annual developers conference on Monday. This initiative is part of a new personalized AI system called “Apple Intelligence,” aimed at simplifying user navigation across Apple devices.
The updates to iPhone and Mac operating systems will include access to ChatGPT through a collaboration with OpenAI. ChatGPT will also enhance other tools, such as text and content generation, with a test version available in the autumn. Apple CEO Tim Cook announced this move would elevate the company’s products during the Worldwide Developers Conference at their Cupertino headquarters.
The introduction of ChatGPT hasn’t been universally welcomed. Elon Musk, owner of Tesla and Twitter/X, threatened to ban iPhones from his companies over data security concerns, claiming Apple is handing over user data to OpenAI without knowing the implications.
Apple has been under pressure to introduce AI features after competitors rapidly adopted the technology. The company, recently overtaken by Microsoft and Nvidia in market value, hopes the new AI system will reassure investors. Ben Wood, chief analyst at CCS Insight, noted that while this move might calm investor nerves, it could also highlight Apple’s limitations, as ChatGPT steps in where Siri falls short.
Apple has lagged in the recent surge of AI products from tech firms. In 2023, Cook assured investors of a cautious approach to AI, with detailed plans revealed on Monday. “Apple Intelligence” is not a standalone product or app but integrates into every Apple app and product, offering functionalities similar to Microsoft’s AI assistant Copilot without additional costs.
Siri now features a refreshed interface and more conversational approach. Apple emphasized the security of “Apple Intelligence,” with some processing done on devices and more demanding tasks handled in the cloud, ensuring no data is stored there. Craig Federighi, Apple’s senior VP of software engineering, highlighted the system’s ability to provide personalized intelligence while maintaining privacy.
Integrating OpenAI’s ChatGPT, though anticipated, is unusual for Apple, known for tightly controlling its products. Recent errors in AI products from Google and Microsoft have led to scrutiny. Apple’s past resistance to allowing third-party apps and browsers shows its cautious approach, changed only by EU legislation.
This integration may indicate that even Apple recognizes ChatGPT’s current superiority in AI. The company hinted at future integrations but didn’t specify. Additionally, Apple announced its mixed reality headset, Vision Pro, will be available in the UK on July 12, following its US release in February. Other new features include satellite texting, scheduled messaging, head gesture controls for AirPods Pro, a cross-device password app, and the ability to hide or lock apps using Face ID or passcodes.
