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ITWeb: Beyond Siri - Apple's vision for smarter, AI-integrated future


By Johan Steyn, 26 June 2024


By teaming up with OpenAI to incorporate cutting-edge artificial intelligence (AI) technology into its products, Apple has accomplished a great deal. Apple has taken a giant leap ahead with this daring initiative, which has the potential to revolutionise the AI industry.


In addition to solidifying Apple's position as a formidable rival in the AI development race, this strategic partnership establishes a new age of user experience and showcases the company's commitment to innovation.


Wozniak’s insights

Apple co-founder Steve Wozniak has been vocal on the need of putting users first in product development. His predictions for Apple's future show how crucial user experience and real-world testing are.


Wozniak believes consumers should take the lead, experimenting with new features before making decisions based on their opinions. Given the critical role of human control over AI capabilities, this method is particularly relevant in this context.


Wozniak emphasises the importance of AI being seamlessly integrated into Apple's environment, preferring to employ built-in capabilities rather than depending on third-party apps. According to Wozniak, Siri is among the top areas that require improvement.


Even though it was initially promised that Siri would be able to understand and carry out complex requests, Wozniak believes this would be fixed with the latest advances in AI.


Why join forces?

The IT industry is buzzing about Apple's latest disclosures about its AI system, Apple Intelligence, which it developed in partnership with OpenAI.


This partnership might challenge Microsoft's historical advantage, given the massive investment Microsoft has made in OpenAI. By incorporating OpenAI's technology directly into its products, Apple gains access to state-of-the-art AI capabilities. Because of this, Apple may be able to surpass Microsoft in this specific field.


Since the end of 2023, OpenAI's annual income has tripled to $3.4 billion, thanks to subscriptions and API access, driving significant growth. This solidifies OpenAI's position as a formidable competitor, further undermining Microsoft's influence.


In the midst of all this, Microsoft CEO Satya Nadella has been busy trying to broaden the company's AI operations, hire new people and form partnerships with other AI companies.


Revolutionising Siri with AI

The foundation of Apple's AI innovations is the integration of OpenAI's ChatGPT into the company's products. The capabilities of Siri are greatly improved by this connection.


Apple Intelligence promises to be the new AI-powered system that introduces a range of capabilities meant to enhance the user experience and customise tasks. For instance, AI-driven e-mail composing can analyse the user's writing style and habits to automatically edit, proofread and change the tone of e-mails.


With the use of AI, Siri can now use user data like location, contacts and app activity to prioritise information and complete tasks more effectively.


Users can now effortlessly search their photo collection with simple voice queries, thanks to the updated photo management system. Another cool feature of the iPad's note-taking software is its built-in AI. It can solve equations just by typing them in. The conversations that users have with one another are made more enjoyable and customised using animated emojis.


Naturally, privacy worries have arisen in response to these advancements, especially from prominent figures like Elon Musk, who co-founded OpenAI but departed the business in 2018. Musk has spoken out against Apple's partnership with OpenAI, saying it could put user data at risk.


In spite of this, both Apple and OpenAI have stressed how seriously they take customer privacy. OpenAI has promised its users it will not save any of their data and will instead utilise measures like IP address masking to protect user privacy.


The competitive scene

Implications of Apple's AI advancements extend beyond the company's product range and will further spark a fresh surge of innovation in the IT sector.


Upgrading to the most current iPhone models may be necessary for customers to completely take advantage of these advancements. An upgrading cycle could be reignited and sales could be boosted by this.


The IT industry's heavy hitters, including Apple and Microsoft, are likely to step up their game in the not-too-distant future. Although the partnership between Apple and OpenAI is significant, the trajectory of AI research remains uncertain.


The fight between long-standing companies and AI start-ups will only grow in complexity as time goes on, marked by an intricate web of connections and animosities.


The future of AI

Significant advancements in AI by Apple herald a new era of innovation focused on enhancing the user experience with the introduction of AI-enabled customised features. Consumers' interaction with technology is predicted to undergo a sea change as a result of Apple's adoption of OpenAI's technology, which will make everyday tasks easier and more efficient.


Apple hopes that its focus on data protection measures will comfort customers, even while they remain worried about privacy. Everyone from tech companies to regular consumers will be watching closely to see how Apple Intelligence evolves when it's released later this year.


Having joined forces with OpenAI, Apple is well-positioned to make a splash in the AI race. Redefining the user experience and setting new innovation standards are both within the realm of possibility thanks to the relationship.


The artificial intelligence industry is seeing increased levels of competition, which bodes well for future innovations in the field.

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