Apple Intelligence was launched for iPhones in October 2024, significantly enhancing Siri's capabilities in natural language processing, contextual awareness, and handling complex requests.
Initially, Apple's virtual assistant was expected to receive an AI-enabled upgrade. However, the company has faced challenges in keeping pace with advancements in the AI sector. To address this, Apple is now seeking third-party models to improve Siri, in order to compete with brands like Samsung, which have already established mature ecosystems for smartphone users.
According to Mark Gurman, Apple is exploring partnerships with companies such as Anthropic PBC and OpenAI to enhance Siri's functionalities. Discussions are already underway to utilize their large language models for Siri. Apple has also requested that Anthropic and OpenAI develop versions of their models that can be tested on Apple’s cloud infrastructure. Additionally, OpenAI is already supporting several important AI features on the iPhone.
Samsung has improved its AI capabilities immensely since the launch of Galaxy AI for its popular S24 series. Some notable features include advanced photo editing, Circle to Search, and real-time translation. Samsung has made these features available for a wider range of devices compared to Apple. Besides, the launch of foldable smartphones is a solid testament to its technological development.
Apple is facing a major challenge in the advanced tech space, mainly because of its slow deployment of advanced features, like personalized Siri. Furthermore, Apple’s strong focus on user privacy also limits the complexity and scope of its AI capabilities.
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Despite late entry and major restrictions on AI features due to its privacy-first policy, Apple is preparing for a comeback. They strongly believe that this partnership with OpenAI and Anthropic PBC will make Siri competitive again.
Apple’s virtual assistant will be able to handle complex queries better, have access to broader sources from the web, enhance visual intelligence, and become adept at creative tasks like content creation.
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To put it simply, Samsung is the biggest competitor of Apple and is currently leading in AI innovations. Apple, on the other hand, is struggling to beat Samsung’s AI dominance. To tackle this problem, it has partnered with OpenAI and Anthropic PBC to improve Siri’s AI capabilities.