Apple Introduces ‘Apple Intelligence,’ New OpenAI Partnership as AI Takes Center Stage

Apple on Monday unveiled “Apple Intelligence,” a systemwide update to software on its devices that the company said could offer a personalized version of generative artificial intelligence to users.

The new AI system offered a preview to what many consider to be the holy grail of AI, a voice assistant empowered with enough personal user information to meaningfully help complete an array of tasks. Apple has partnered with OpenAI, and its ChatGPT, for some new AI functions, such as answering more complex queries or composing messages, capabilities that Apple’s AI can’t yet handle.

After seeing its value stagnate compared with rivals that were quicker to incorporate generative artificial intelligence into their core products, the iPhone maker on Monday began what might be its most momentous software event in a decade.

“We think Apple Intelligence is going to be indispensable to the products that already play such an integral role in our lives,” Apple Chief Executive Tim Cook said in the presentation.