Apple’s move into AI has marked its first major step in a long-term plan to produce a whole new way for users to engage with its systems. Together with OpenAI, Apple will begin rolling out ChatGPT’s groundbreaking language-processing capabilities into iOS, iPadOS and MacOS.
At the Worldwide Developers Conference (WWDC), Apple announced a partnership with OpenAI, and presented ChatGPT integrations for its main operating systems: iOS 18, iPadOS, MacOS Sequoia. Apple thus gets a big head start in opening up GPT-4o powers to users under the slogan of ‘Apple Intelligence’, set out for a new era of human-machine synergy in a personal and productive relationship and hopefully a better world.
Elementary, my dear Watson Siri does feature enhancement by ChatGPT. It allows users to get more assistance right on the device and, if Siri thinks ChatGPT could do a better job of answering a request, Siri will suggest rerouting the question.
ChatGPT expanded the functions of Apple’s Writing Tools app. Now users could bring up additional functions including generating custom images, creating their own bedtime stories (that were completely unique to them!) or even creating paintings, and much more. Users could finally customise their creative process within an app designed from the top-down to serve them better. Apple would go on to do more with AI, using it to help users with everyday tasks.
In keeping with its core philosophy, when Apple adds ChatGPT, it does so in a way that protects user privacy: ‘The IP address is hidden, and there’s nothing written about user requests,’ said CVP. Plus, no account is needed to access the AI features. Users can have whatever they want.
Rather than attempt to amaze users with some amazing new futuristic feature powered by AI, Apple will look to embed everyday tools that can improve people’s lives in the workflows they already rely on. Apple will embed ChatGPT’s AI directly into consumer-facing systems, which will help it break through accessibility walls and extend itself into familiar contexts.
Though Microsoft and others have already leveraged generative AI for their products, Apple’s approach with ChatGPT has drawn a new line in the sand. If Apple is able to plug ChatGPT into its intuitive ecosystems, it won’t merely catch up but will lead in bringing generative AI to the masses for users of personal technology.
But when ChatGPT debuts this autumn with Apple’s iOS 18, iPadOS 18, and MacOS Sequoia, which the company is due to roll out this fall, the development becomes much more salient. Then the partnership begins to look like something distinctly new: a redirection of Apple away from what it has done in its past and into a new arena for integrating AI into the texture of digital interaction. Now that it is moving into AI, Apple might have discovered a new wellspring of innovation – as well as a new basis for competition with other tech companies. When it finally comes to its expected release this fall, Apple’s version of ChatGPT might represent a new, revolutionary pace of innovation for the company and the whole tech sector.
More than that, though, Apple’s close collaboration with OpenAI on ChatGPT is also a vision for what the world could look like if every interaction with technology is augmented by AI. It’s a bold bet that grafting something like SwiftKey onto our words can make them easier to express, that more input-savvy keyboards and better natural-language text-entry – these are the things that will enable a whole new imagination for what personal technology can bring to our lives in an AI era. That’s why bringing ChatGPT to iOS, iPadOS and MacOS isn’t just an update to Apple’s operating systems – it’s a vision of what they could become.
Apple is at the centre of this evolution, the global technology giant renowned for computer-software, consumer-electronics and online services innovation worldwide. It’s known for its moral commitment to privacy, design and user-friendly products. Apple remains a trends-maker, influencing how we share, work and play – with the addition of OpenAI’s ChatGPT, it taps into the company’s legacy of innovation with the potential of artificial intelligence.
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