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Apple Proved That AI Is a Feature, Not a Product
Other tech companies want to sell you chatbots. Apple’s demos show the value of seeing the AI as an integrated, holistic experience rather than a stand-alone app or device.
Apple is also giving Siri a much-needed upgrade with generative AI that helps the assistant better understand speech including pauses and corrections, recall previous chats for better context awareness, and tap into data stored in apps on a device to be more useful. After Meta launched AI-generated “stickers” last year, people began creating unwelcome images, including heavily armed Mario characters. Google and Microsoft both went big on AI at their developer events this year, but they also tried to emphasize more practical use cases, including tools built into Gmail or Copilot in Windows.
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