Apple shares have risen to a record after it took the wraps off long-awaited new artificial intelligence features, betting that a personalised and understated approach to the technology will win over customers.

A new AI platform called Apple Intelligence was the highlight of the company’s Worldwide Developers Conference presentation this week, which also included updates to its operating systems. The technology will help summarise text, create original images, and retrieve the most relevant data when users need it. The push also includes a revamped version of Siri, the company’s once-pioneering digital assistant.

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