Tim Cook, Foto Reuters
The new version of the assistant, which the company calls Siri AI, will become more deeply integrated into Apple’s ecosystem, The Guardian writes. It will be able to analyze screen content, use data from the user’s device and the context of actions to form more accurate and “personal” responses. Apple is betting on the idea of “an assistant that understands you and your tasks,” while emphasizing the priority of privacy.
One of the key scenarios has been the automation of everyday tasks. Siri can pick up recipes and create menus for events. It is also capable of sending invitations from group chats. Visual functions allow the assistant to recognize objects through the camera or screen – for example, to evaluate product characteristics or give background information about food and things in the frame.
Apple emphasizes that AI should be “practical, not demonstrative.” The company has indirectly criticized competitors, saying that many AI solutions are being developed for the sake of technology rather than the real needs of users. Apple is partnering with Google to implement the new features, according to the presentation.
The updates also affected photo processing tools: smart editing functions were added, including reworking the composition of photos after shooting.
A separate Siri AI app will appear later this year, but the launch will be limited: at launch it will not be released in the EU and China due to regulatory issues.
The presentation took place against the backdrop of a symbolic era transition. CEO Tim Cook, who previously announced the planned handover of control, called the milestone “a pivotal moment in Apple’s history.” His potential successor John Ternus did not appear on the stage, but he will be the one to lead the company through the AI transformation in the future.
Apple recognizes: the race for artificial intelligence is just beginning – and now the gap needs to be closed faster than ever.
