Apple enters AI race with ambitions to overtake the early leaders

In a twist befitting a company known for its marketing prowess, the AI technology coming to iPhones, iPads and Mac computers later this year is being billed as "Apple Intelligence."Even as it tried to put its stamp on the hottest area of technology, Apple acknowledged it needed some help to catch up with others such as Microsoft and Google, who have emerged as the early leaders in the field.

"All of this goes beyond artificial intelligence, it’s personal intelligence, and it is the next big step for Apple," Apple CEO Tim Cook said.Beyond giving Siri the ability to tap into ChatGPT’s AI-driving skills, Apple is giving its 13-year-old virtual assistant an extensive makeover designed to make it more personable and versatile than it is now, even as it fields about 1.5 billion queries a day.

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