00:02Apple is making its biggest AI play yet, and it's betting a much smarter Siri can help it
00:09catch up to the competition. At its Worldwide Developers Conference, Apple revealed a major
00:14overhaul of Siri, turning the digital assistant into a more conversational AI tool that can handle
00:21complex tasks and work across apps and devices. Apple showed Siri researching concert tickets,
00:28helping plan events, finding information in emails and texts, and answering follow-up questions in a
00:34more natural way. The company is also weaving AI deeper into its software, adding new tools for
00:41search, photos, Safari, and other apps. At Apple, we believe privacy in AI is non-negotiable.
00:49Apple Intelligence uses on-device processing, as well as private cloud compute, which ensures your
00:55data is not stored or accessible to Apple or anyone else. Your data is only used to execute
01:01your request, and outside experts can continue to verify this promise at any time.
01:07Monday's event also carried extra significance for Apple. It was the final Worldwide Developers
01:13Conference for CEO Tim Cook, who is set to step down later this year after more than a decade
01:19leading the company. Apple says the new Siri AI will begin rolling out later this year.
01:25Investors appeared underwhelmed by the announcements, with shares falling during Monday's event as the
01:31company enters what some analysts are calling a prove-it phase for its AI strategy.
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