'Hey Siri, can you win the AI race?' How Apple Intelligence could be a game-changer.

In rebranding artificial intelligence as Apple Intelligence, Apple Inc is banking on the idea that people by and large won't buy the powerful A.I. software that its rivals are developing. Instead, they'll want really cool hardware that incorporates A.I. It's a compelling but risky strategy for a company that specializes in seamlessly integrating hardware and software into must-have products. "It's the next big step for Apple," Apple CEO Tim Cook said Monday in unveiling Apple Intelligence at the company's developers conference. Apple is diving into artificial intelligence – focused on the idea of a "virtual personal assistant" - as a potential must-have app for consumers. Since it lacks its own cutting-edge version of the predictive, sounds-like-a-human technology known as generative A.I., Apple will license that technology from other companies, starting with OpenAI.