Apple is moving into artificial intelligence (AI): for the first time, the maker of the iPhone, iPad and Mac is integrating AI features throughout its environment. This is a turning point but also a form of catching up: since the launch of ChatGPT at the end of 2022, the company has remained almost silent on AI, when the giants OpenAI, Microsoft, Google or Meta competed with announcements.
The company founded by Steve Jobs is now trying to find its place; it announces a partnership with ChatGPT, but also relies on its own strengths: its environment combining hardware and software, with more than 2 billion devices in service and millions of applications from third-party developers. “Our unique approach combines generative AI with the user’s personal context to deliver truly useful intelligence”assured the group’s boss, Tim Cook, Monday June 10, during a conference for developers.
Most of these new features will be available starting in the fall, but limited to iPhone 15 Pro and Pro Max, as well as iPads and Macs equipped with an M1 chip or later.
None of the AI features presented are completely new. The company seeks to stand out through its strategy of integrating AI into software already used by its customers. It seeks to take advantage of all the documents and information already stored by them on their smartphones and devices. “AI services on the market know very little about you”noted software development manager Craig Federighi on Monday. This approach is extended to third-party applications and their developers, who will be able to offer and create AI functionalities.
Ambitious
Concretely, writing capabilities are offered with AI: summarizing an e-mail or a text in the notepad, rewriting a passage from a presentation or having your spelling and grammar checked… In the Mail software will be suggested responses to emails received. It will also be possible to transcribe audio recordings from the dictaphone or telephone conversations into text (the interlocutor will then be notified).
Apple also makes it possible to generate images and create your own emojis (these small pictograms signifying a reaction). The Photos software will also allow you to retouch your photos or do a search using AI.
More generally, users will be able to access a renewed version of the Siri assistant, questioned by voice or by typing a request. It is in this context that the functionalities of ChatGPT will be offered, free of charge, for complex queries requiring searches or the analysis of an image.
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