Apple shares rose to a record after it took the wraps off long-awaited new artificial intelligence features, betting that a personalised and understated approach to the technology will win over customers.
The technology will help summarise text, create original images and retrieve the most relevant data when users need it. The push also includes a revamped version of Siri, the company’s once-pioneering digital assistant.Apple is making a high-stakes bid to catch up with rivals in the booming AI market. After falling behind tech peers like Alphabet’s Google and Microsoft, the company is counting on a streamlined interface – and loyal customer base – to regain ground.
Though Apple had an early lead in AI after it launched Siri in 2011, its technology was quickly overtaken by the Google Assistant and Amazon’s Alexa. Then AI took another giant leap forward when OpenAI’s ChatGPT arrived at the end of 2022.