Apple is playing catch-up when it comes to AI. ChatGPT arrived in late 2022 and became an overnight sensation. Since then, every major tech company has shifted attention to AI, Apple included. But unlike Microsoft, Google, Meta, Samsung, and others, Apple hasn't hurried to add AI features to its products. That's par for the course for Apple when it comes to adopting any new trend. Apple made a name for itself by adding new features to the iPhone when it felt ready to do it properly.
Google shot itself in the foot with AI Overviews, and Apple can capitalize on that by insisting that its AI will not be like the competition. The partnership with OpenAI helps it shift the blame for AI hallucinations on iPhone before they even happen. Apple will focus on AI features that users find useful rather than engaging in chatbots and internet search activities.