At the Apple (AAPL) Worldwide Developers Conference (WWDC) earlier this month, the iPhone maker introduced Apple Intelligence, marking a milestone in the tech giant’s foray into generative A.I. While Apple’s history with A.I. began with the introduction of its digital assistant, Siri, in 2011, it has since lagged behind competitors like Amazon (AMZN) and Google (GOOGL). With the launch of Apple Intelligence and a ChatGPT integration in partnership with OpenAI, the company now aims to reshape the “conscious A.I.” market.

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Apple Intelligence promises a unique integration of A.I. capabilities into existing Apple devices, with a focus on user privacy. Apple has enforced strict data protection policies for GPT features requiring cloud processing to maintain user trust and security. The company claims users can control when ChatGPT is used and will be prompted before any information is shared.

“Our unique approach combines generative A.I. with a user’s personal context to deliver truly helpful intelligence. And it can access that information in a completely private and secure way to help users do the things that matter most to them,” Apple CEO Tim Cook at WWDC 2024.

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