Apple has launched the integration of OpenAI’s ChatGPT into its devices, delivering on its long-promised expansion into artificial intelligence.

The update, part of iOS 18.2 and Apple’s broader “Apple Intelligence” initiative, allows Siri to leverage ChatGPT for tasks like generating written content, analysing documents, and answering complex queries. New tools, including Writing Tools and Visual Intelligence, bring enhanced productivity and creative features, available on the iPhone 16 and select older models with compatible hardware.

The timing of the rollout coincides with the critical Christmas shopping season, a strategy aimed at boosting adoption of the iPhone 16 amid concerns about its sales momentum. The new AI tools enable users to streamline professional tasks, such as summarising reports or brainstorming ideas, and offer creative functions like image generation, which could benefit businesses in fields like marketing and content creation.

The integration also aligns with Apple’s focus on data privacy. For example, queries sent to OpenAI are anonymised unless users log in, with additional benefits for ChatGPT Plus subscribers. However, the decision to limit full functionality to premium devices has sparked debate about accessibility and exclusivity.

For businesses, the tools represent an opportunity to enhance efficiency and creativity, positioning Apple’s ecosystem as a more attractive option for professionals. By embedding AI deeper into its devices, Apple appears to be making a calculated move to stay competitive in an increasingly AI-driven market.

This update marks a significant step forward, but the real measure of its success will be its adoption and impact on user productivity.