Apple Unveils "Apple Intelligence" at WWDC 2024
With the kick start of another AI race this week, the long-anticipated Worldwide Developers Conference (WWDC) 2024 was expected to overshadow all competitors, capturing the attention of AI experts, commentators, and investors alike on Wall Street. Apple did not disappoint.
A New Era of “Siri AI”
Apple announced a strategic partnership with OpenAI to integrate ChatGPT into its devices, unveiling the new "Apple Intelligence" system. This announcement was the highlight of the company's WWDC 2024, held on June 10, where CEO Tim Cook described it as the "next big step" for the tech giant.
During the event, Cook and his team outlined a series of upgrades to Apple's software ecosystem, scheduled for rollout this year. A key feature is Siri's enhanced capability to tap into OpenAI’s ChatGPT when needed, allowing users to access external models seamlessly.
Siri will now ask if users want to share their question with ChatGPT and return suggestions from the OpenAI chatbot. Additionally, ChatGPT is integrated into system wide writing tools.
These enhancements leverage AI to create a more advanced Siri voice assistant, providing personalised features designed to boost productivity and user experience.
Apple Intelligence: A Suite of AI-Driven Features
The highlight was "Apple Intelligence," a suite of AI-powered features crafted to elevate the user experience across iPhones, iPads, and Macs.
This initiative includes the integration of ChatGPT into Apple's ecosystem through a collaboration with OpenAI. Users can now leverage AI for tasks such as composing texts, creating images, and organising notifications.
Siri has undergone a significant transformation, becoming more conversational and contextually aware, capable of executing detailed actions within apps.
iOS 18: Customization and AI Enhancements
The introduction of iOS 18 was marked by a redesigned Home Screen, an overhauled Control Center, and new functionalities like message scheduling and enhanced Lock Screen widgets.
The update integrates AI capabilities, such as personalised notifications and generative photo editing, available on the iPhone 15 Pro and later models.
MacOS 15 Sequoia: Productivity Boost with AI
macOS 15, named Sequoia, features AI-powered enhancements like assisted writing in Pages and a slide deck creator in Keynote.
The update also includes iPhone mirroring, auto window tiling, and a cross-platform Passwords app, all designed to enhance productivity and user experience on Macs equipped with M1 chips or later.
VisionOS 2: Advancing the Vision Pro Experience
The first major update for the Apple Vision Pro headset, VisionOS 2, introduces new display options, spatial photos, and a travel mode for trains.
The Vision Pro is expanding to nine additional countries, with pre-orders commencing soon.
WatchOS 11 and tvOS 18: Health and Entertainment Upgrades
watchOS 11 debuts a vitals monitoring tool that tracks heart rate, respiratory rate, temperature, and sleep, along with new workout tracking features.
TvOS 18 improves the Apple TV 4K experience with enhanced dialogue clarity and smart subtitles.
Positioning in the AI Race
This year's WWDC has been keenly observed by investors eager to see Apple's stance in the generative AI arena, especially amid concerns that it might be trailing behind Big Tech rivals.
Companies like Alphabet, Microsoft, Amazon, and Meta are aggressively developing AI-driven products, often in collaboration with AI-centric startups like OpenAI, in which Microsoft has heavily invested.
The partnership with OpenAI is set to bolster Apple’s proprietary generative AI features, branded as “Apple Intelligence.” Cook described it as a "new personal intelligence system," customised using Apple’s generative AI models tailored to the user.
Despite the anticipation, market reaction was lukewarm, with Apple's shares dipping by 1.9% on the day of the announcement. Nonetheless, the unveiling of "Apple Intelligence" marks a significant milestone in Apple's AI journey, promising to redefine user interactions with its ecosystem.
