SAN FRANCISCO: Apple on Monday unveiled a major overhaul of its artificial intelligence strategy, introducing new AI-powered features for the iPhone and confirming a partnership with Google to strengthen its capabilities.
The announcement came during Apple’s annual Worldwide Developers Conference (WWDC), where Chief Executive Officer Tim Cook made his final appearance before handing leadership to longtime executive John Ternus in September.
Apple said it would use a version of Google’s Gemini model to power several new AI features rather than relying solely on internally developed technology. The move follows challenges faced by the company’s earlier AI initiative, Apple Intelligence, which was unveiled two years ago but failed to fully deliver some highly anticipated features, including an advanced version of Siri.
The company introduced an upgraded Siri AI capable of more natural conversations, handling tasks across apps and tracking information from services such as Maps and Mail. Some advanced features, including image-generation tools, will be subject to daily usage limits because they rely on powerful server-based models.
Apple executives defended the company’s slower approach to AI development, arguing that the technology should be introduced responsibly and with clear benefits for users.
The company also announced expanded parental controls, including enhanced screen-time management tools aimed at improving child safety online.
Despite concerns about its position in the AI race, Apple’s shares have risen about 15 per cent this year, while iPhone sales recorded double-digit growth in most major markets during the first quarter.
