Apple Unveils New AI Features, Partners with Google to Power Siri Upgrade

TDT | Manama | Email : online@newsofbahrain.com 

Apple has announced a major update to its artificial intelligence strategy, unveiling a new generation of AI-powered features for the iPhone and confirming a partnership with Google to support some of its advanced capabilities.

The announcement was made during Apple’s annual Worldwide Developers Conference (WWDC), where Chief Executive Officer Tim Cook delivered his final keynote address before handing over leadership to longtime executive John Ternus in September.

The technology giant introduced an upgraded version of its voice assistant, known as Siri AI, which is designed to offer more natural conversations, understand context across multiple apps and perform complex tasks by integrating information from services such as Maps and Mail.

Apple said some AI-powered functions, including image-generation tools, will be subject to daily usage limits because they rely on powerful cloud-based computing systems.

The company also confirmed that it will use a version of Google’s Gemini artificial intelligence model to power some of its new AI features, marking a significant collaboration between the two technology companies. Rather than building all capabilities internally, Apple has chosen to leverage Google’s existing AI infrastructure as it expands its AI offerings.

The move comes nearly two years after Apple introduced its “Apple Intelligence” initiative, which aimed to bring advanced AI capabilities to its devices. Several anticipated features, including major upgrades to Siri, were delayed, prompting criticism and legal challenges from some customers.

During the event, Apple executives emphasised a cautious approach to AI development, arguing that the technology should be deployed responsibly and with a focus on delivering practical benefits to users.

The company also highlighted enhanced parental control tools, including stronger screen-time management features and additional safeguards for children using social media platforms and mobile games.

While Apple has faced questions over its slower pace in the AI race compared with competitors, the company has continued to perform strongly in the market. Apple reported double-digit iPhone sales growth across most of its global markets during the first quarter of the year, while its stock has risen significantly over the past two years.

The latest announcements signal Apple's renewed push to strengthen its position in the rapidly evolving artificial intelligence sector while relying on strategic partnerships to accelerate innovation.