Report: Revamped Siri to Be at the Core of Apple's New AI Strategy

Apple's shift to develop its own AI technology to keep up with competitors was today detailed in a The New York Times report.

Citing sources familiar with Apple's work, the report explains that the decision to revamp Siri was taken early last year by Apple's most senior executives. Senior vice president of software engineering Craig Federighi and senior vice president of Machine Learning and AI Strategy John Giannandrea are said to have spent several weeks testing OpenAI's ChatGPT to understand the ways in which the competitor made ‌Siri‌ look antiquated. The ‌Siri‌ team purportedly failed to receive attention and resources compared to other groups inside Apple, and the company has struggled to recruit and retain leading AI researchers.

iPhone's market share because it has the potential to become a more compelling operating system with an ecosystem of AI apps that undermine the App Store. Apple apparently fears the ‌iPhone‌ becoming a "dumb brick" compared with other technology.

iPhone 16 models will supposedly feature more memory to support AI features.

The New York Times article for more information.

Tags: New York Times, Artificial Intelligence

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