At its annual Worldwide Developers Conference in Cupertino, California, on June 10, Apple unveiled a series of new artificial intelligence-powered features, marking a significant collaboration with OpenAI.

During a nearly two-hour presentation, Apple CEO Tim Cook and other executives introduced “Apple Intelligence,” emphasizing the company’s commitment to integrating AI deeply into its products. “All of this goes beyond artificial intelligence, it’s personal intelligence, and it is the next big step for Apple,” Cook stated.

The enhancements include a revamped Siri, now equipped with ChatGPT to handle hundreds of additional tasks, the ability for users to create custom emojis via language prompts, and the generation of email summaries using Apple’s proprietary technology.

Highlighting privacy as a core element, Apple aims to differentiate itself from competitors like Microsoft and Google. Craig Federighi, Apple’s senior vice president of software engineering, assured that Apple Intelligence will embed AI models directly into iPhones, iPads, and Macs while safeguarding user privacy.

These updates will be available for free with the release of iOS 18 later this year, though some features will only be compatible with newer Apple devices.

OpenAI CEO Sam Altman expressed his enthusiasm for the partnership on social media, while Elon Musk, founder of OpenAI rival xAI, criticized the collaboration, citing concerns over user data security.

Despite these advancements, investor reaction was lukewarm, with Apple’s stock dropping nearly two percent following the announcement.