A few days ago, Apple made a big announcement: they have integrated ChatGPT into Siri. This marks the beginning of the largest AI roll-out experiment, bringing generative AI directly to individual users. Apple’s strength lies in its vast user base, with around 2.2 billion active devices, mostly iPhones. Now is the moment of truth to see if people will embrace this new feature. Interestingly, instead of using the term AI, Apple has chosen to call it Apple Intelligence.

Apple stands out from companies like Nvidia and Microsoft because of its enormous user base. Microsoft can claim to have the most popular PC operating system, but both Microsoft and Nvidia are still selling the idea of AI. Only Apple and Google can make the AI revolution tangible because they have both the devices and the users. OpenAI can promise many things, but without a large user base, those promises can’t become reality. Apple is popular because it is seen as trustworthy and mature. While other companies’ bold statements about AI have caused fear, Apple’s balanced approach reassures people.


Apple has effectively rebranded AI, and this is because almost all their products will include some form of AI. It’s a smart marketing move by Apple. In the future, Apple users will likely refer to AI as Apple Intelligence. Siri will now rely on multiple AI engines. It will help you use your phone more effectively, generate photos, scan emails, and extract important information, like details about your flights. Siri might even notify you if you have time for a coffee before catching your plane. While all these features might be helpful, we must be aware of the real cost because nothing that’s given for free is truly free.
Interestingly, Elon Musk is not happy with ChatGPT. He has even said he would ask his employees to stop using Apple products and leave their phones at the entrance in a Faraday cage to avoid any problems. It’s unclear why he is doing this; maybe he doesn’t trust his own security measures.

This new development by Apple is a significant step in making AI a part of our daily lives. With their massive user base and trusted brand, Apple has the potential to make AI accessible and useful for everyone. Whether people will embrace this new technology or not remains to be seen, but it is undoubtedly an exciting time for AI and technology enthusiasts.