AI Screens Calls First... Apple 'Intelligence' Lags Behind Competitors

'Intelligence' Applied to Calls, Shopping, and Music
But Features Already Released by Google and Samsung
"AI Technology Lags Behind Competitors"

Apple has unveiled technology that allows artificial intelligence (AI) to interpret foreign language calls in real time and identify the caller before you pick up. Enhanced AI features are also available on Apple Music and Apple Watch, such as translating song lyrics or providing assistance during workouts. However, as most of these new features lag behind those of competitors, Apple's AI strategy failed to meet expectations, resulting in a decline in Apple’s stock price.

On June 9 (local time), Apple held its annual Worldwide Developers Conference (WWDC) at its headquarters in Cupertino, California, and announced that it would enhance its proprietary AI system, "Apple Intelligence," which was introduced in October last year, by applying AI to functions such as calls, shopping, and music.

First, iPhone calls now support real-time AI-powered interpretation and translation. AI will also detect spam calls and messages. When a call comes from an unregistered number, the caller must introduce themselves and confirm they are a real person before the phone will ring. Spam messages are sorted into a separate folder without notifications.

Users can also take advantage of Apple Intelligence-based visual intelligence. For example, users can ask ChatGPT questions about what is currently displayed on the screen for more detailed information. When a user is viewing an event, AI recognizes it and suggests adding the date, time, and location to the calendar.

For shopping, the system automatically identifies and summarizes details from emails sent by sellers or delivery companies. This allows users to view all relevant information and order progress in one place. This feature is available even for purchases not made through Apple Pay.

Apple Music now provides real-time lyric translation and displays pronunciation in the selected language. Apple Watch has improved its user experience (UX) prediction algorithm and can now cheer users on or provide workout updates via voice during exercise. The Spotlight search feature in macOS now supports natural language queries. ChatGPT has also been integrated into Apple’s programming tools.

However, most of these newly announced features have already been implemented in Google Android and Samsung Galaxy AI. Real-time call interpretation and translation, for example, have been available since the Galaxy S24 was released last year. The market was also disappointed by Apple’s emphasis on integration with ChatGPT rather than developing its own proprietary AI. During the keynote, Apple’s stock price fell by as much as 1.9% and closed down 1.21%. Bloomberg News pointed out, "Given that Apple’s AI technology lags behind competitors, it is unlikely that this year’s WWDC will turn the situation around."