Apple Intelligence was revealed at WWDC 2024 as the company jumped into the AI ​​race.

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Nearly two years after OpenAI started the race to incorporate artificial intelligence into products, Apple jumped into the fray on Monday, with plans to bring the technology to more than a billion iPhone users worldwide. With.

At the start of a two-hour presentation from its futuristic Silicon Valley campus, Apple revealed that it will use creative AI it calls Apple Intelligence. The system will prioritize messages and notifications and offer writing tools capable of proofreading and suggesting what users write in emails, notes or text. This will also result in a major upgrade for Apple's virtual assistant Siri.

In introducing its new AI features, Apple emphasized how it planned to integrate the technology into its products while keeping privacy in mind.

The company said the technology, which can answer questions, create images and write software code, will perform sensitive tasks such as determining whether a rescheduled meeting is scheduled on an iPhone. It will complicate plans for children to attend theater performances rather than in data centers where personal information resides. There will be a greater risk of compromise. For complex applications, he's built a cloud network with Apple semiconductors that, he said, is more private because it's not even stored or accessible by Apple.

“As we look to build these incredible new capabilities, we want to make sure the result reflects the core principles of our products,” said Tim Cook, Apple's chief executive. “It should be powerful enough to support the things that matter most to you. It should be intuitive and easy to do.”

Apple also said it would improve its iPhone software system. This fall, Messaging will add the ability to schedule messages and reply to messages by tapping back with more emojis. Apple will also release a redesigned Photos app to make it easier to browse photos by themes like pets and travel. And it says iPhone users will be able to send high-resolution photos to Android smartphones.

Apple brings several strengths to the AI ​​race. Its semiconductor development team is among the most talented in the industry, and the team has been building chips that perform powerful complex AI tasks for years. The company has touted itself as better at protecting people's personal information than its competitors because it makes money by selling devices, not advertising.

But Apple has several weaknesses that could slow down its AI development. The secretive company has struggled to recruit and retain top AI researchers because it limits how much research it publishes. It has also sought to license published material and objected to its collection without permission, as other generative AI companies have done to build and train their technology.

To overcome its shortcomings, Apple struck a deal with OpenAI to provide some creative AI technology for support, two people familiar with the deal said. OpenAI chief executive Sam Altman attended the Apple event.

Even though Siri has been around for more than a decade, Apple has let the voice assistant languish. The assistant has frustrated users with its inability to recognize various requests, and its ability to actually communicate is limited because it is programmed to execute each individual command.

Generative AI can improve Siri as it is trained on spoken conversations extracted from podcasts and videos. The result is a system that can mimic the way people speak.

Apple said that Siri will be able to remember the context of an object that a user has held up with it. For example, if someone asks about the weather at Muir Woods National Monument and later asks to schedule a hike there, Siri will now know that the hike they're scheduling is Muir Woods. in.

Siri will also understand things people want to do in iPhone apps. For example, users can ask it to show a photo of a friend and it will search and bring up those photos for people in the Photos app. It will also be able to perform tasks for people like finding a user's driver's license photo and filling it in a form.

Apple's push into generative AI was part of the reaction from Wall Street investors. The technology has boosted the values ​​of Microsoft, a major player in creative AI, and Nvidia, which sells AI chips. Earlier this year, Microsoft overtook Apple as the world's most valuable technology company.

“This is the biggest event for investors since the iPhone because they have to incorporate AI into their products in order to thrive,” said Jane Munster, managing partner at Deepwater Asset Management, an emerging Hui invests in technology companies. “Today was about showing that they will make AI a core competency and that they can deliver the AI ​​experience that customers want.”

The event was a major milestone in Apple's relationship with developers. Tensions between the company and app makers have risen over the past year, as Apple has resisted new rules designed to loosen its grip on the App Store in Europe. The rules require Apple to allow third-party payment alternatives that can withhold the 30 percent fee collected on app sales. But Apple has introduced an alternative that would make such a change prohibitively expensive.

Apple faces similar challenges in the US. A federal judge in San Jose, California, is considering whether the company can move forward with plans to collect 27 percent of sales on an alternative payment system. And the Justice Department also sued Apple over rules that prevent other companies from offering cloud-streaming game apps, digital wallets and other alternatives to iPhones.

Against this background, Apple tried to emphasize the benefits it provides to developers.

Apple said later this month it will expand sales of Vision Pro, its mixed reality headset, beyond the US to China, Japan and Europe. The company also unveiled new capabilities for the headset, including the ability to view old photos in three dimensions and create a large, virtual display for the Mac.

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