Apple has unveiled its long-awaited plans to bring generative AI tools to its products, promising to make tools “personal” to users, and will integrate ChatGPT into the iPhone and other devices.
The US tech giant announced what it is calling Apple Intelligence, an entire new AI-powered system running across its platforms and devices that can solve users’ problems and respond to prompts, and is also able to create new text and images.
It comes in the wake of many of the firm’s biggest rivals, most notably Google and Microsoft, rolling out generative AI powered assistants to help users with everyday tasks.
In an attempt to stand out from its rivals, Apple has pitched Apple Intelligence as more “personal”, saying it is “grounded in the things that make you, you” to help users complete tasks “in a way that works for you”, and spoke of the ability of the system to understand a user’s “personal context” in order to provide them with the most helpful solution.
