conference on Monday will show whether the iPhone maker can become a major player in the burgeoning field of artificial intelligence, marking a critical moment for a company forced to adapt to a new era.was an early pioneer in AI, which it has used in photo processing, health features and the Siri digital assistant, it’s now seen as a laggard — especially since ChatGPT and other cutting-edge technology hit the scene in the past two years.
While Apple launched Siri in 2011, its voice technology was quickly overtaken by Alexa from Amazon.com and Alphabet’s Google Assistant. AI took another leap with OpenAI’s ChatGPT at the end of 2022 and rival services from Google, Microsoft, Meta Platforms and others during 2023. At the event, Apple will show how it’s weaving AI features into its next software updates: iOS 18, iPadOS 18 and macOS 15. The company is also planning a more powerful version of Siri.Apple Intelligence will focus on providing more information to users when they need it. That involves summarising notifications, text messages and e-mails; synthesising meeting notes; transcribing voice memos; and even creating custom emojis.
“It has a very powerful consumer installed base for which it can act as a channel — just like it has for search and the App Store, the two most lucrative parts of Apple’s business today, outside of iPhone,” he said.
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