Apple in June of last year unveiled new iPhones built with generative AI as it seeks to boost sales and show it is keeping up in the technological arms race.
The company has a lot riding on the new iPhone 16 and hopes that customers are attracted to buy the latest models by its new AI powers.
“We are thrilled to introduce the first iPhones designed from the ground up for Apple Intelligence and its breakthrough capabilities,” Apple chief executive Tim Cook said at an event at the iPhone maker’s Silicon Valley headquarters.
“Apple Intelligence” is a new suite of software features for all devices that was announced at the company’s annual developers conference, where it also announced a partnership with ChatGPT-maker OpenAI.
In the short-term, the new powers include AI-infused image editing, translation, and small, creative touches in messaging, but not more ambitious breakthroughs promised by other AI players, such as OpenAI or Google.
The features are similar to tools recently released by Meta, Microsoft and Google, which can produce well-crafted content simply by querying in everyday language.
Google last year released AI-infused Pixel 9 smartphones, its challenge to the iPhone.
Pixel phones account for a tiny sliver of the global smartphone market dominated by Samsung and Apple, but Google argued its new line is a chance to answer what – after all the hype – AI can actually do for customers.
Samsung has also showcased AI across its line and is expected to unveil a new flagship Galaxy smartphone at an event next week in Silicon Valley.
