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Long known for a focus on user safety, the iPhone maker also signalled it plans to differentiate itself from rivals Microsoft and Google by placing privacy “at the core” of its features.But Wall Street ― looking for more dazzling AI features and reassurance that would put Apple in good standing to compete on AI with market-leader Microsoft ― was lukewarm on the event. Apple shares closed down nearly 2 per cent.
Apple's approach contrasts with the enterprise-first focus of its rivals. The company hopes these moves will convince its more than 1 billion users ― most of whom are not tech aficionados ― on the need for the nascent technology.Apple still remains overly reliant on sales of the iPhone and some analysts said any boost from the new AI features was unlikely to materialize in the short term.
Apple uses the event at its Cupertino, California, headquarters each year to showcase updates to its own apps and operating systems as well as to show developers new tools they will be able to use in their apps.The revamped Siri will have more control, helping it do what has proven tricky in the past because the assistant needed to understand the user's exact intentions as well as how the app works.
The company said it plans to release a paper yesterday detailing how its features, including those powered by OpenAI would ensure safety of customer data. The company, which has long opposed cloud processing of consumer data over privacy concerns, said its approach would offer more privacy protections as it plans to use in-house chips in data centres come baked with security features.
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