Apple, Embraces ChatGPT, Introduces ‘Apple Intelligence’ in a Huge AI Upgrade

Apple unveiled "Apple Intelligence," integrating ChatGPT across its products and operating systems, aiming to make devices more intuitive and assistive through AI while emphasizing data privacy and security.

Apple has ventured into artificial intelligence at its WWDC on Monday with “Apple Intelligence” – a new personalised AI system that will bring across OpenAI’s ChatGPT across Apple platforms and operating systems.

To everyone’s surprise, Apple revealed that OpenAI, the company behind the artificial intelligence writing tool ChatGPT, will be integrated into iPhones, iPads, and Macs this fall. Through Siri and other applications, users will be able to use ChatGPT for requests such text generation, analysis, code help and so on.

The “Apple Intelligence” system plan is to make Apple’s devices easier to use and more helpful by adopting AI across user experiences. This means that apps, messages, and digital assistants will become smarter because of large language models like ChatGPT.

“The Apple Intelligence places highly advanced generative models at the heart of your iPhone, iPad, and Mac, ”noted Craig Federighi, Apple’s SVP of software engineering. ‘It shields your identity in every way possible’.

Apple strongly outlined the company’s commitment to data protection and said that where possible the data will be processed on the device and the cloud data will not be stored. This is different from other recent AI product scandals at Google and Microsoft that saw them lose data.

It is a significant move for Apple because it has been less active than competitors in the generative AI space. It is also important to note that by partnering with OpenAI instead of investing in its own models, Apple is leveraging the bleeding edge while preserving its sleek and luxurious image, as well as the usability of its products.

However, the outsourcing drew criticism from Tesla CEO Elon Musk, who threatened to remove iPhones at his companies because of “data security” issues with OpenAI.

In addition to ChatGPT into Apple applications, other announced AI features included head motion to control AirPods, scheduling a message for later delivery, and satellite messaging.

Apple’s Vision Pro mixed-reality headset priced at $3,499 will also be available in the UK starting from July 12 after the United States.

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While Apple Intelligence should ease pressure on Apple to compete with Microsoft, Google, and other generative AI players, analysts note that the ChatGPT reliance could pose new threats to the privacy-focused technology titan.