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· Posted on
June 12, 2024

Apple releases new 'AI' into iPhones because let's be honest, Siri wasn't the sharpest tool in the shed

Apple announced a partnership with OpenAI that will built ChatGPT into Siri.

What's the key learning?

  • It's been since we've seen lines outside Apple stores every time a new iPhone is released, but with the latest AI update, this might be making a comeback.
  • As part of this AI update, customers will need to upgrade to at least an iPhone 15 first and there’s a good chance they will.
  • However, Apple’s going to have to work extra hard to push customers to shell out for an iPhone 15 or 16 especially given consumers are shortening their purse strings thanks to high cost of living.

👉 Background: Apple is one of the world’s most valuable tech companies with a valuation of $2.9 trillion USD. We're talking iPhones, iPads, Apple Watches and iMacs... and Siri.

👉 What happened: Now, Apple has announced in its latest Developer Conference that it will be launching Apple Intelligence - a bunch of generative AI products and services to its devices. Think: turning sketches on your notes app into clear images, or automatically recording and transcribing audio…including phone calls (kinda creepy).

👉 What else: Apple also announced a partnership with OpenAI that will built ChatGPT into Siri. But there’s a catch - these features will only work on an iPhone 15 or newer. With this major announcement, Apple is expecting the biggest iPhone upgrade cycle in history.

What's the key learning?

💡The upgrade cycle is the pattern of replacing old technology with newer versions. Apple's iPhone sales have been slowing recently and part of the reason is that about 270 million iPhone users haven’t upgraded their iPhone in 4 or more years.

💡 This new AI release is expected to trigger the biggest upgrade cycle since Apple came out with iPhone 12 in 2020 that offered 5G connectivity.

💡 In fact, Apple believes more than 15% of Apple customers will upgrade to the upcoming iPhone 16 to use its AI features, which could reverse some of the slowing sales.

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