Apple joins forces with OpenAI and launches Apple Intelligence, its new generative AI system,


An event organized by Apple in Cupertino (California), United States, September 12, 2023 (GETTY IMAGES NORTH AMERICA/AFP/Archives/JUSTIN SULLIVAN)

Apple presented Monday, in Cupertino (California), Apple Intelligence, a new system for optimizing its devices, from the iPhone to the Mac, thanks to generative artificial intelligence (AI) and a partnership with OpenAI.

At the center of Apple Intelligence, the American firm has placed the Siri assistant, which has benefited from a radical update, supposed to allow it to catch up with recent products launched by OpenAI or Microsoft.

To do this, the Apple company entered into a partnership with OpenAI, which opened a new era for generative AI in November 2022 with the arrival of ChatGPT.

“We are very excited to collaborate with Apple to bring ChatGPT to their devices later this year! I think you will really enjoy it,” tweeted OpenAI CEO Sam Altman.

Apple Intelligence will feature in the new version of the iOS 18 operating system, also unveiled Monday during the developer conference, which is scheduled to last all week.

“We believe that Apple Intelligence will become indispensable to products that already have an essential role in our lives,” said Apple CEO Tim Cook during a presentation broadcast online.

Apple Intelligence is intended to be a feature that improves and simplifies the use of devices and their applications.

In particular, it will allow you to create your own emojis based on a description in everyday language or to generate succinct summaries of emails in the mailbox.

The user can make requests to Siri in writing or orally.

This new nomenclature is similar to the interface launched e

OpenAI CEO Sam Altman is on stage to open Microsoft's annual conference in Seattle, the United States, May 21, 2024.

OpenAI CEO Sam Altman is on stage for the opening of Microsoft’s annual conference in Seattle, United States, May 21, 2024 (AFP/Jason Redmond)

n last November by Microsoft, Copilot, which allows you to navigate between applications and software intuitively.

But unlike Copilot, Apple Intelligence does not require a paid subscription and will be automatically available on iOS 18.

– Siri transformed –

Apple highlighted the ability of its generative AI interface to make decisions and choose relevant elements based on the user-specific characteristics of the iPhone or iPad in question.

“It’s really impressive,” reacted analyst Avi Greengart. “What is absolutely remarkable is the integration” of generative AI within Apple architecture, according to him.

“Apple is on the right track to deploy AI throughout its ecosystem,” commented analysts at Wedbush Securities in a note. “It was a historic day for Apple, and Cook & Co. did not disappoint, in our view.”

Launched more than 12 years ago, Siri appeared for a long time as a dated functionality, outdated by the new generation of assistants, such as the one included in GPT-4o.

The latter has caused a lot of talk since its introduction in mid-May, notably because actress Scarlett Johansson accused OpenAI of having copied her voice to make her play the assistant. The start-up denied but suspended the use of this new voice in its products.

“Apple Intelligence will make Siri smarter and ChatGPT will make it smarter,” commented Carolina Milanesi, analyst at Creative Strategies.

This new challenge comes as Apple tries to reconnect with its legend, that of a company accustomed to launching products and services likely to cause a break in consumption habits, from the Macintosh to the iPhone, including the ‘iPod.

It made a first significant shift in February with the presentation of its “mixed” (virtual and augmented) reality headset “Vision Pro”.

It is nevertheless, in its current version, a high-end product ($3,499 per unit), which is only aimed at a restricted part of Apple’s traditional audience.

In addition to the lead taken by its competitors, this quest for new successes is made more urgent for Apple by the decline in iPhone sales, which fell by 10% year-on-year in the first quarter of 2024.

With generative AI, the technology group is investing, in addition to the devices themselves, in its services activity, which has become the lifeblood of Apple’s growth.

According to Canalys, 16% of smartphones delivered this year will be equipped with generative AI features, a proportion that it expects to rise to 54% in 2028.

© 2024 AFP

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