Strengthening artificial intelligence with its own name – Apple Intelligence – the emblematic manufacturer makes a daring bet. Apple Inc is put on the idea that most people will not buy the powerful IA software that its competitors develop. Instead, they will want cool equipment that integrates AI
It is a convincing but risky strategy for a company specializing in the integration of hardware and software transparently in essential products. Although Apple Intelligence is incorporated into a few existing phones, the iPhone 15 Pro and the iPhone 15 Pro Max, Apple hopes to use AI to convince people to buy iphones, iPads and other smarter devices that will offer a better personal experience.
“All this goes beyond artificial intelligence,” said Apple CEO Tim Cook on Monday, revealing Apple Intelligence at the company’s developers’ conference. “It’s a personal intelligence, and it’s the next big step for Apple.”
Why we wrote this
Apple plunges into artificial intelligence – focused on the idea of a “virtual personal assistant” – as an essential application for consumers.
In doing so, Apple plays with its strengths and attacks its greatest weakness. Since it does not have its own cutting -edge version of predictive and human technology of the sound type known as generative AI, it will authorize this technology of other companies, starting with Openai. This is part of a larger complex dance – a partly competition, partly cooperation – among the biggest technological players in the world to dominate the precious AI markets.
Many analysts praise Apple’s intelligence strategy and get closer with Openai.
“Apple takes the right track to implement AI through its ecosystem while presenting the basics of the company AI strategy,” Dan Ives, analyst at Wedbush Securities on Monday in a note to investors. The company has a base of hundreds of millions of users who have 2.2 billion Apple devices, he said. “It was a historic day for Apple and [Mr.] Cook & Co. has not disappointed.
By incorporating AI, the company plans to plead a convincing case so that its users upgrade to a new generation of Apple smartphones, starting with the iPhone 16 since fall, as well as new generation tablets and personal computers.
Are “virtual personal assistants” the next great thing?
At the heart of Apple’s strategy is called a “virtual personal assistant”. This is vocal controlled software that performs a wide range of administrative tasks. Apple’s personal assistant, called Siri, can give news updates and add to a grocery list. A whole iPhone or the owner of iPad has to say, for example, automatically makes the song and “listen to this song and say what its name is” and Siri will automatically make the call and identification.
New generation personal assistants will be much more powerful. Instead of creating a grocery list, they could complete online purchases or book your vacation. Or translate on the fly what your companion says in a foreign language.
The software that can do these things starts to appear. The promise of these personal activated personal assistants is that they would look automatically and activate this assistance software. And they would get to know the habits and preferences of users that they could become extremely useful for navigating in daily life. Real applications for this technology, help with disabled people to quickly access information that are difficult to find, seem endless.
A “killer application” for consumers
Many analysts suggest that these advanced personal assistants could be the revolutionary application – or “Killer application” – which makes AI a must for consumers.
Last month, his rival Google demonstrated its Astra project, which can manage not only songs or images, but also a video. In a demo, an employee pointed out the camera from objects to objects around his office and AI correctly identified a speaker and even recognized the type of computer code displayed on a computer screen.
Apple Intelligence will work more commonly, initially based on the calculation power of its own devices to manage most users’ requests. It is only when the system determines that it needs more IA know-how that it will reach the much more powerful OpenAi system. Whatever the disadvantages that this process could have, Apple stressed the positive.
Apple claims that it will protect the confidentiality of more robust users, because the large generative AI engines will not be able to link Apple requests to a specific user. Confidentiality can prove to be a large sales argument for personal assistants if technology learns the intimate details of users who come to rely on them. The strategy also limits the exposure of users to embarrassing blunders that large AI engines sometimes do. (A recent example: the new previews of Google AI suggested using the Elmer glue to prevent cheese from sliding a pizza.)
But the strategy also includes risks if, for example, Apple’s IA partners decide not to share their latest and better breakthroughs.
Musical chairs for giants
At the origin of this Pushed AI is a competition of several billion dollars to dominate technology and collect its expected profits. Just like many companies have contributed in the first days of the personal computer, mobile phones and the Internet, players are engaged in a complex game of musical chairs to stay ahead of the competition.
At the start of this year, Microsoft deleted Apple as the most precious company in the world, measured by market value. Its shares have climbed almost 30% in the past year, partly because of its heavy investment in Openai, while Apple shares have increased by less than 10%. One of the reasons for Apple’s decision this week was to convince investors that he can take advantage of AI to increase his growth. On Tuesday, Apple’s actions exceeded the level of $ 200 for the first time. But this competition involves a strange mixture of partnerships.
The new Apple AI strategy increases Openai’s fortune and, by extension, Microsoft, whose Windows operating system is competing with Apple on personal computers. Microsoft and Amazon, compete in web -based IT services, have joined for years ago to make their first personal assistants more interoperable. In January, Samsung announced that its new smartphones would use Google AI, even if the two companies compete on the smartphones market.
Finally, the music will stop and the game of AI musical chairs will end. It is far too early to say which companies will be sitting pretty.
