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Apple introduced a major update to its artificial intelligence features for the iPhone on Monday, partnering again with Google after a previous attempt fell short two years ago.
This event marked the last time Apple CEO Tim Cook would appear at the company’s annual developers conference, as he plans to pass the leadership to senior executive John Ternus in September.
Two years prior, during the same conference, Cook announced that Apple was making a significant move into AI with a project called Apple Intelligence, aiming to keep up with competitors who had been heavily investing in AI infrastructure. However, the full deployment of that initiative never materialized. Despite initial announcements, the anticipated upgrade to Siri, Apple’s voice assistant, was delayed, leading to a lawsuit from some U.S. customers, which the company settled earlier this year.
Some analysts view Apple’s cautious approach to AI as a positive, noting that the company has avoided the massive infrastructure costs rivals have committed to build advanced AI capabilities. Apple emphasized its deliberate pace at the event, stating it was committed to taking the time necessary to develop reliable technology.
“AI has immense potential to transform society and, when developed responsibly, provide significant benefits globally,” said Craig Federighi, Apple’s software chief, in a promotional video. “Yet, it’s concerning to see some companies rushing forward with AI for the sake of AI itself, without clear focus on the people it’s supposed to help.”
The company reaffirmed its promise to enhance Siri, now called Siri AI, which will feature more natural conversations, the ability to share information across apps like Maps and Mail, and carry out complex tasks.
Many of the advances announced are similar to features already available through Google, which has added AI-powered functions to Gmail, Maps, and the Android OS used on smartphones and tablets.
John Gruber, a popular tech blogger closely following Apple, noted, “Apple is making a huge bet on AI — but they believe they can avoid spending hundreds of billions annually on the infrastructure that others are pouring into AI development.”
Instead of developing its own models completely in-house, Apple has teamed up with Google, utilizing a version of Google’s Gemini AI model for its new features rather than creating something new internally.
Google and Apple already have a close relationship, with Google paying billions each year to be the default search engine on the iPhone’s Safari browser.
In addition to AI developments, Apple highlighted its efforts on parental controls, especially as tech companies face increasing pressure globally to enhance child safety and address screen addiction. These include improved time management tools for kids, with new features targeting social media and gaming.
Despite some concerns about the company’s slower AI progress, Apple’s stock has continued to rise over the past two years, gaining roughly 15% this year alone. In the first quarter, iPhone sales surged in nearly every country where Apple operates, reflecting strong consumer demand.
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