Apple was a pioneer a few years ago when it came to artificial intelligence (AI). But the technology giant has fallen a bit behind the leaders.
New tools in both computers and mobiles are now set to strengthen Apple's position, hopes the iPhone manufacturer.
This evening Swedish time, Apple is to hold a developers' conference in California, where it will attempt to take a step forward and challenge competitors with several new features in the AI area under the heading "Apple Intelligence", reports Bloomberg, citing sources.
It involves, among other things, upgraded operating systems and a more powerful version of the voice-controlled digital assistant Siri.
The idea is that Apple's new system will provide users with the right information when they need it, in the form of text messages and e-mail. It will also offer transcription services and tools for creating one's own emojis. Users will also get new tools for categorising and sorting their e-mail inboxes.
There are also plans for a partnership with Open AI to develop its own chatbot. Furthermore, Apple is negotiating a renewed cooperation agreement with Google to get their chatbot into iPhone cases, according to Bloomberg.
Apple launched Siri as early as 2011, but has since seen how both Amazon.com – with Alexa – and Alphabet – with Google Assistant – have caught up.
The chatbot Chat GPT with the profile Sam Altman and his Open AI has since rapidly changed the AI scene further. There, number one on Wall Street – Microsoft – is a major shareholder with 49 per cent of the shares.
At the same time, the big winner of the AI trend – chip manufacturer Nvidia – is now breathing down Apple's neck in terms of market value.
The South Korean arch-rival in mobiles, Samsung Electronics, has also increased the pressure on Apple by integrating AI tools developed by Google into its phones earlier this year.
