One of the world's biggest smartphone makers is finally entering its artificial intelligence era in a move analysts say could change the way Australians use the technology.
But Apple will have to prove its delayed, privacy-centric approach is just as good or better as that of its rivals, they warn, who have been winning over a loyal audience for years.
Apple revealed plans to launch an AI-powered version of its voice assistant at its Worldwide Developers Conference on Tuesday that will feature advanced skills, greater data access and a dedicated app.
The announcement comes two years after the tech giant announced a major overhaul for Siri at the same event, and after research from Telsyte showed more than 17.4 million Australians had embraced AI tools in everyday life.
