Mit 1,5 Milliarden iPhone-Nutzern im Rücken hat Apple es schwer, sich an den Tisch der KI zu setzen.

Although OpenAI has announced that apps can run directly within ChatGPT, and some even predict that "the app store is dying," Apple's vision for upgrading Siri may still allow it to catch up and become a late - comer king.

After all, Apple controls the hardware and operating system and has approximately 1.5 billion iPhone users globally, while ChatGPT has 800 million weekly active users. If Apple's bet pays off this time, it will not only consolidate its dominance in the app ecosystem but may also completely change the way humans interact with machines in the AI era.

Are apps obsolete?

The interaction mode of arranging clickable icons on the iPhone screen has gradually fallen behind the times. Nowadays, users ask questions to AI assistants almost as frequently as they use Google Search or open specific apps (such as Yelp).

AI assistants make it easier to access information: there's no need to rummage through Google search results or look for the target app among a screen full of apps and then struggle to adapt to different interfaces.

However, ChatGPT's "in - app operation" mode still has limitations: the entire experience is confined to the chat interface, and users need to learn new operation logic. Additionally, users must be able to accurately name the app and enter clear instructions; otherwise, they may get stuck on the loading page without getting results.

In this regard, we can't help but wonder: Is this the future form of apps, or is it just because there is no better option at present? If Apple can deeply integrate Siri into the iPhone, will users still insist on using ChatGPT? Although Siri currently has a poor reputation, it's still too early to declare Apple out of the game.

Siri is lagging, but Apple still has an ace up its sleeve

Currently, Siri is indeed not smart enough, but Apple's overall ecological advantages remain solid.

Most users have already installed their commonly used apps and know how to get new apps from the App Store. The "muscle memory" formed by years of usage habits can't be changed overnight.

In contrast, before using ChatGPT's app functions, users have to first install the corresponding app, then connect it to ChatGPT through a permission screen full of warnings, and then complete the binding through multi - step verification. The whole process is not easy.

Once the setup is completed, the experience will improve. However, if Apple can implement its plan as promised, the difference between the Siri experience and ChatGPT's won't be significant. Apple says that users will be able to directly control apps through Siri voice or text.

OpenAI's app model has other drawbacks. Currently, ChatGPT can only operate one app at a time and cannot switch across apps, which is very inconvenient when comparing prices or choosing a hotel. Using apps in ChatGPT also loses the original app's interface design and brand experience. In many cases, directly opening the mobile app is more flexible.

If ChatGPT only "looks cool" but doesn't significantly improve efficiency, why should users change their habits?

Can Siri be reborn with AI?

At the 2024 WWDC demonstration, Apple showed how the new system works: apps can call AI functions (such as proofreading text), and users can also directly trigger in - app operations through Siri.

For developers, if an app is already connected to SiriKit, it can automatically gain some AI capabilities; for apps that are not yet adapted, they can quickly connect to new functions through Apple's "App Intents" framework.

Apple first focuses on high - frequency scenarios such as note - taking, media, messaging, payment, and restaurant reservations. Apps in these categories will allow users to perform operations through Siri. For example, in the future, you can directly tell Siri "Show the speech notes," and Keynote will automatically jump to the corresponding page.

Apps can also use Apple's standard text system to access any text displayed on the page, which may make the interaction more natural. Users no longer need to memorize instructions by rote. If the phone reminds you to "Wish grandpa a happy birthday," just say "Call him on FaceTime," and the system will automatically execute it.

Apple is upgrading its Intents framework to deeply integrate Apple Intelligence capabilities, which will extend intelligent interaction to more app scenarios. For example, users only need to tell Siri "Add a movie filter to this photo," and the photo - editing app Darkroom will immediately perform the operation.

What's more noteworthy is that Siri will also have an active recommendation function to help users discover the untapped potential of apps on their phones.

This framework is favored by developers because it allows app functions to seamlessly integrate into the entire Apple ecosystem. It not only works in conjunction with Siri but also collaborates with system functions such as Shortcuts, Spotlight Search, and Home Screen widgets. Its value has long exceeded simple AI integration.

Different from ChatGPT's pure software solution, Apple is building a full - link ecosystem from chips to the cloud: self - designed hardware, a deeply optimized operating system, a mature app store system, and a complete developer toolchain. This closed - loop ecosystem allows Apple to provide precise AI services based on user habits and ensure data security through privacy control permissions, which is the most sensitive core issue in current AI applications.

Although Apple may need to cooperate with third - parties in the field of large - model technology, its network of 1.5 billion devices and user behavior data will become a unique advantage in creating a personalized AI experience. While ChatGPT is still trying to understand user intentions, Apple may have achieved a more natural and secure interaction experience through edge - side intelligence.

Apple has the iPhone, OpenAI has Ive

Apple holds the trump card of the iPhone, while OpenAI has enlisted the help of Jony Ive, the former chief design officer of Apple.

The iPhone's dominant position as an app platform remains solid, and even an industry giant like OpenAI finds it difficult to shake. Knowing this well, OpenAI has chosen to team up with Ive to explore the development of dedicated hardware devices. They hope to integrate artificial intelligence more deeply into users' daily lives, which may indeed require the support of dedicated hardware.

However, reports show that OpenAI has not yet conceived a new computing paradigm that can surpass smartphones. Meanwhile, the public generally resists "always - on" smart devices. Such devices not only challenge existing social norms but also arouse users' deep concerns about privacy and security.

From consumers' resistance to AI - generated content to society's doubts about data collection, this reflection on artificial intelligence has spread to multiple fields. Against this background, the future of OpenAI's hardware devices is shrouded in mystery.

Currently, OpenAI's app model is essentially "using one app to control other apps." If Apple can successfully create a new - generation Siri, users may no longer need this "middleman." The intelligent assistant will seamlessly integrate into the entire operating system and become an omnipresent natural interaction entrance.

This article is from "Tencent Technology", compiled by Jin Lu, edited by Su Yang, published by 36Kr with permission.