Artificial Intelligence Strategy: Apple Attacks – Contributor

Expectations were high, but Apple delivered at WWDC the previous week. With insights into its future AI strategy, the tech giant was once again able to collect sympathy points from investors.

Apple knows how to build excitement: At the opening event of this year's WWDC developers conference last week, the tech giant presented planned innovations for all of its operating systems for more than an hour. Only then did CEO Tim Cook and chief software developer Craig Federighi present the group's upcoming plans in the artificial intelligence sector in the best Steve Jobs style as “one more thing.”

Highlights: With Apple Intelligence, the tech giant has introduced several AI tools for text and image editing, which are primarily intended to run locally on the device in question and turn it into a kind of AI-powered personal assistant. Apple also announced a partnership with OpenAI, confirming the speculation. More complex tasks must also be handled by ChatGPT with users' consent. Using the AI ​​language model should be free for Apple users. Apple is still in negotiations with other large language model players (LLMs) such as Alphabet, Alibaba, and Baidu.

Thanks to the integration of AI, Siri should finally become smart. Apple's voice assistant now seems a bit simplistic, especially in direct comparison to large language models like ChatGPT. In the past, critics have regularly used this as a prime example of the tech giant's alleged failings in the booming AI sector. This must end now.