Source | bohuFN

In the early morning of June 11, Beijing time, Apple finally submitted its AI answer sheet from across the ocean.

During the nearly two-hour Apple Worldwide Developers Conference (WWDC) 2024, Apple dedicated half of the time to its own AI. Similar to Dynamic Island and others, Apple has also given it a special name this time—Apple Intelligence.

Constrained by limitations in form and function, the global mobile phone market has been in a declining trend in the past few years. This has also driven manufacturers to continuously search for the next mobile terminal, whether it is the folding screen phones valued by domestic manufacturers or the Vision Pro headset heavily invested in by Apple, both are examples of this logic.

Until the emergence of this AI wave. ChatGPT's emergence ignited the flames of AI, making everyone realize: What is experience innovation? Isn't this experience innovation?

So, as you can see, this year a number of mobile phone brands have launched AI phones equipped with large end-side models, and manufacturers' executives have also come out to say that AI is the next revolution in mobile phones. For example, Zhao Ming, CEO of Honor, believes that traditional smartphones can no longer meet users' demand for intelligent experiences, and the explosion of the next generation of AI terminals is imminent. Chen Mingyong, the founder of OPPO, also stated that the group will focus its research and development efforts and resources fully on AI.

Except for Apple.

Although there have been multiple rounds of "spoilers," when Apple finally announced its cooperation with OpenAI, I believe many people were disappointed. After all, as one of the main drivers of the technology industry in the past, from what we can see in terms of results, Apple's progress in AI is hardly leading.

This is probably why, after the press conference, Apple's stock price fell nearly 2%, with a market value evaporation of nearly 400 billion yuan.

01 Passing the Ball to OpenAI

Briefly summarizing the two main highlights of Apple Intelligence, one is its ability to integrate its own ecosystem, and the other is the upgraded Siri.

Apple's control over its own ecosystem has always been one of its biggest strengths, and this update is no exception. According to the press conference, AI features will be introduced into applications including email, messaging, photos, etc., including functions we are familiar with such as text-to-image generation, image editing, text generation, and text summarization.

For example, when we need to reply to an email, Apple Intelligence can summarize the key points of the email content and provide a simple reply. Another example is that the updated iPhone will also support voice recording and rely on AI for voice-to-text transcription and summary of key points. Of course, Apple has also emphasized the protection of privacy, stating that when using the recording function, the other party will receive a notification.

In addition, Apple Intelligence also supports cross-application operations. For example, according to Apple's demonstration, you can directly generate an image of a superhero mother when wishing your mother a happy Mother's Day. If the photo album app has photos of your mother marked, the image will also be generated based on your mother's image.

The upgraded Siri has strengthened its ability to operate across applications. Siri may be one of the few products that shocked the industry when it was launched but gradually fell behind. Due to Apple's emphasis on privacy protection and pursuit of result control, Siri's development engineers have difficulty obtaining data permissions, such as the number of users using Siri and the frequency of use. This has also led to Siri becoming a cumbersome and ineffective tool.

After the update, Siri not only got a new look, but also collaborated with ChatGPT based on GPT-4o. For example, when you want to write a document, it will automatically call ChatGPT's services; when you want to edit an image, you can directly give commands through Siri. It is introduced that Apple Intelligence can perform hundreds of operations for users.

Apple also emphasized that users can use ChatGPT for free without creating an account, and ChatGPT subscribers can also link