The JDD announced this to you last June from Cupertino (California), Apple’s world headquarters, during the Worldwide Developers Conference (WWDC). Faced with the lead taken by the competition, such as Samsung, the Apple brand was finally preparing to deploy its in-house artificial intelligence. From now on, most of its products (Mac, iPhone, iPad) will be able to refine our writing to perfection, or almost, to summarize our notifications and to interact in supersonic mode with Siri, in particular thanks to the integration of ChatGPT in the system.
This is a real big bang for the brand, which probably marks one of its biggest technological advances since the launch of the first iPhone in 2009. However, the launch date remained unclear. There was talk of an American version being released in the fall, and perhaps the following spring in Europe… but without much certainty. Faithful to its culture of secrecy, Apple did not comment on this specific point. But since this week, all the tools and options integrated into Apple Intelligence are finally available…
Available, of course, but only in the United States! To benefit from it in Europe, and therefore in France, you will have to wait until next April. Officially, Apple has not given any reason for this shift, neither political nor strategic. Unofficially, we can guess that the pleasure of “dribbling” the European Commission plays a role. The battle between Apple and Europe is becoming increasingly bitter. Some examples? Last March, like Google, the firm received a colossal fine (nearly 2 billion euros) due to rules deemed abusive in its App Store. And in September, it was ordered to repay 13 billion euros to the Irish state for benefiting from tax advantages.
Some EU countries will be more flexible than others
Behind the scenes, Apple also cites “regulatory uncertainties” linked to the European regulation on digital markets, the Digital Markets Act (DMA). This law, adopted in 2022 by the European Union, aims to regulate large technology companies to guarantee fair competition in a sector where the giants dominate unchallenged. Although this legislation does not directly relate to artificial intelligence, it could nevertheless affect its development.
So many reasons for Apple to remain on guard when launching its artificial intelligence… Especially since some EU countries will be more flexible than others. In its press release, the brand announces for next April the development of its AI “in French”… but does not specify: “in France. » A nuance that could allow Apple to avoid certain regulatory obstacles.
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Among the most anticipated tools is the ability to erase an object or person from an image simply by touching it with a finger. The dedicated application also becomes more intuitive, allowing you to find a specific shot among thousands by describing it precisely. Example: typing “Jules drinking apple juice in her pajamas” will instantly display the corresponding photo(s). Ultra practical, especially for families with children.
In the same spirit, the integration of “Visual Intelligence” will make it possible, for example, to point at the front of a restaurant to instantly display schedules and customer reviews. Furthermore, Apple promises that the analysis of our health, confidentiality and respect for our private life will also be enriched thanks to AI. Note that you will need at least a Mac or iPad equipped with an M1 chip, or an iPhone 15 Pro, to access Apple Intelligence. See you in six months, then.