Apple reveals its plan to integrate artificial intelligence (AI) into its products. Although the company has been perceived as lagging behind its competitors. The plan stands out for its integration of AI into the user experience, a central feature of Apple's strategy.

The company emphasises privacy and security, claiming that data processed by AI remains on users' devices. Apple uses its own AI models for the majority of features. The company only calls on technologies such as OpenAI's ChatGPT when queries exceed the capabilities of its internal models. 

However, this AI deployment could face challenges in China, where ChatGPT is not available. Nevertheless, Apple hopes that its commitment to AI will improve consumer perception of the brand.

Overall, Apple is planning to launch these new AI features this autumn, in markets where English is predominant, such as the US and UK. 

 


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