Vratislav Holub In recent months, we can hear more and more often about the unprecedented progress in the development of artificial intelligence (AI). Chatbot ChatGPT from OpenAI was able to get the most attention. It is a chatbot using the large GPT-4 language model, which can answer user questions, provide solution suggestions and, in general, significantly simplify work. In an instant, you can ask it to describe something, generate code, and much more.
Artificial intelligence is currently one of the most popular topics in the field of information technology. Of course, even the technological giants led by Microsoft are fully aware of this. It is precisely Microsoft that integrated OpenAI capabilities into its Bing search engine right at the end of 2022, while now even introducing a complete revolution in the form of Microsoft 365 Copilot – because it is about to integrate artificial intelligence directly into applications from the Microsoft 365 package. Google is also on the same path with practically the same ambitions, i.e. to implement AI capabilities in e-mail and Google Docs office applications. But what about Apple?
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Apple: Once a pioneer, now a laggard
As we mentioned above, companies like Microsoft or Google score points in the field of implementing artificial intelligence options. How does Apple actually approach this trend and what can we expect from it? It is no secret that it was Apple that was one of the first to get stuck in this area and was extremely ahead of its time. Already in 2010, the apple company bought a startup for one simple reason – it obtained the technology needed to launch Siri, which applied for the floor a year later with the introduction of the iPhone 4S. The virtual assistant Siri was able to literally take the fans' breath away. She responded to voice commands, understood human speech and, although in a limited form, was able to help with the control of the device itself.
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Apple got several steps ahead of its competition with the introduction of Siri. The problem is, however, that other companies responded relatively quickly. Google introduced Assistant, Amazon Alexa and Microsoft Cortana. There's nothing wrong with that in the finale. Competition motivates other companies to innovate, which has a positive impact on the entire market. Unfortunately, Apple closed down completely. Although we have seen several (interesting) changes and innovations since Siri launched in 2011, there has never been a major improvement that we could consider revolutionary. On the contrary, the competition works on their assistants at rocket speed. Today, it has therefore been true for a long time that Siri is noticeably behind the others.
Although there have been several speculations over the past few years describing the arrival of a major improvement for Siri, we have not seen anything like that in the final. Well, at least for now. With the current pressure on the integration of artificial intelligence and its overall possibilities, however, it can be stated that this is something practically inevitable. Apple will have to react somehow to the current development. He is already running out of steam and the question is whether he will be able to recover. Especially so when we take into account the possibilities that Microsoft presented in connection with its Microsoft 365 Copilot solution.
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As for the speculations describing improvements for Siri, let's take a look at one of the most interesting ones where Apple could bet on AI capabilities. As we mentioned above, without a doubt ChatGPT is getting the most attention right now. This chatbot was even able to program an iOS app using the SwiftUI framework to recommend movies in no time. The chatbot will take care of programming the functions and the complete user interface. Apparently, Apple could incorporate something similar into Siri, allowing Apple users to create their own applications using just their voice. Although such a thing may sound futuristic, the truth is that thanks to the capabilities of the large GPT-4 language model, it is not at all unrealistic. In addition, Apple could start lightly - implement such gadgets, for example, in Swift Playgrounds or even Xcode. But whether we will see it is still unclear.
