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Apple debuts long-awaited AI tools, including ChatGPT tie-up

Mark Gurman, Bloomberg News on

Published in News & Features

Apple Inc. took the wraps off long-awaited new artificial intelligence features, including a partnership with ChatGPT maker OpenAI, betting that a personalized and understated approach to the technology will win over customers.

A new AI platform called Apple Intelligence was the highlight of the company’s Worldwide Developers Conference presentation on Monday, which also included updates to the iPhone maker’s operating systems. The technology will help summarize 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 Inc.’s Google and Microsoft Corp., the company is counting on a streamlined interface — and loyal customer base — to regain ground.

“This is a moment we’ve been working toward for a long time,” Senior Vice President Craig Federighi, who oversees software engineering, said at the event. He described Apple Intelligence as “AI for the rest of us,” alluding to an old slogan about the Mac computer.

The partnership with OpenAI, which Bloomberg reported on before the event, will let customers access ChatGPT via Siri at no extra cost. Apple Intelligence will begin rolling out later this year, but some features — including the ability for Siri to precisely control features within apps — won’t come until next year. Support for languages beyond English also won’t arrive until later.

OpenAI Chief Executive Officer Sam Altman was at Monday’s event and wrote on the social media site X that he was “very happy” to be teaming up with Apple. While the ChatGPT integration will be free, paid subscribers to OpenAI will get additional features over time. Apple, which has also held talks with Google about using that company’s Gemini feature, said it plans to support other services later.


Ensuring that customer data is secure was a major theme of the presentation. A system called Private Cloud Compute will help keep users’ information safe when it’s being sent to data centers, Federighi said. Apple Intelligence will also support AI-created emoji called Genmoji and automated photo editing.

Apple’s iOS 18 and iPadOS — its iPhone and iPad software — will get features that improve customization, productivity and communication. Some additions will include:

•An upgraded home screen will let users place icons anywhere. App icon colors can also be changed, and they can be tinted when the device is placed in dark mode.

•A new Control Center includes support for third-party controls, multiple pages of settings and an updated look.


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