# Apple Unveils AI Strategy at WWDC 2024
At the annual Worldwide Developers Conference (WWDC), Apple (NASDAQ:AAPL) stole the spotlight with the introduction of its new artificial intelligence (AI) strategy. Partnering with OpenAI, the tech giant showcased Apple Intelligence, a suite of AI-powered features integrated into all Apple devices.
During a nearly two-hour presentation, Apple CEO Tim Cook and senior executives showcased the capabilities of Apple Intelligence. The highlight of the initiative is the incorporation of OpenAI’s ChatGPT, enhancing Apple’s virtual assistant Siri to perform a wider range of tasks.
According to Cook, “It goes beyond artificial intelligence; it’s personal intelligence, and it is the next big step for Apple.” The features include advanced voice assistance, personalized emoji creation, and automated email summaries, all powered by OpenAI’s language models. Emphasizing privacy, Apple ensures that user data protection is a top priority.
Craig Federighi, Apple’s senior vice president of software engineering, assured WWDC attendees that AI models would operate on-device whenever possible to minimize data sent to external servers. OpenAI CEO Sam Altman expressed enthusiasm about the collaboration, emphasizing a joint commitment to safety and innovation.
“We’re excited to partner with Apple to bring ChatGPT to their users in a new way,” he told The Verge. “Apple shares our commitment to safety and innovation, aligning with OpenAI’s mission to make advanced AI accessible to everyone.”
## Controversy Surrounding Apple-OpenAI Partnership
Despite the positive reception, controversy arose surrounding the Apple-OpenAI partnership. Elon Musk, founder of OpenAI rival xAI and a prominent figure in the tech industry, publicly criticized the collaboration. Musk raised concerns about data security and user privacy, threatening to ban Apple devices from his companies if OpenAI integration occurs at the OS level.
Musk declared on X (formerly Twitter), “If Apple integrates OpenAI at the OS level, then Apple devices will be banned at my companies.” He argued that such integration poses a security risk, compromising user data protection once shared with OpenAI.
In other news, Musk introduced a new privacy feature on X, hiding users’ likes from public view. This change aims to boost engagement by enhancing users’ sense of security on the platform. Since acquiring X for US$44 billion in 2022, Musk has implemented various changes, including badge removals, content moderation adjustments, and now, hidden like counts.
## Apple’s Position in the AI Market
Apple’s partnership with OpenAI signifies a strategic move to solidify its position in the AI market dominated by tech giants like Google (NASDAQ:GOOGL) and Microsoft (NASDAQ:MSFT). The aggressive AI push by Apple has already proven impactful, leading the company to surpass Microsoft and become the world’s most valuable company with a market valuation of US$3.29 trillion post-WWDC.
Following the event, Apple’s share price surged by 7.74%, showcasing strong market confidence in the brand. With a loyal user base and a reputation for innovation, Apple is poised to capture a significant share of the AI market. Nevertheless, balancing innovation with privacy concerns will determine the firm’s success.
The new AI features introduced at WWDC will be available in the upcoming iOS 18 and macOS Sequoia operating systems, set for release later this year on recent iPhone, iPad, and MacBook models.
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*Securities Disclosure: I, Giann Liguid, hold no direct investment interest in any company mentioned in this article.*
*(Source: [Yahoo Finance](https://ca.finance.yahoo.com/news/apple-intelligence-companys-generative-ai-180805424.html), [The Verge](https://www.theverge.com/2024/6/10/24174786/apple-openai-partnership-chatgpt-wwdc), [InvestingNews](https://investingnews.com/apple-openai-elon-musk/musk-takes-shot-at-apple-openai-partnership), [Facebook](https://connect.facebook.net/en_US/fbevents.js))*
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As Apple steps into the AI arena with its innovative strategies, the tech world awaits the impacts of this collaboration with OpenAI and the unfolding developments in the AI market. Stay tuned for the latest updates and insights on this groundbreaking partnership.