Apple has stood by and watched as its competitors added artificial intelligence (AI) to their products. It took them a few years to refine and perfect it, but now generative AI is finally coming to the iPhone.
Unveiled at the Worldwide Developer Conference (WWDC 2024), Apple Intelligence is Cupertino’s way of integrating generative AI into its products.
What is Apple Intelligence
Apple describes Apple Intelligence as a “personal intelligence system” for iPhone, iPad and Mac.
Apple claims that Apple Intelligence is not a variation of AI. Rather than using AI as a one-horse approach, Apple Intelligence takes a more holistic approach to integrating AI into its devices.
It uses generative AI features for everything from writing and editing text to image creation and organization. In fact, Apple Intelligence also gives the personal assistant Siri more intelligence.
Why is Apple Intelligence important?
Described as a more robust platform compared to generative AI platforms like ChatGPT, Apple Intelligence brings generative AI functionality to virtually everything you do with Apple devices.
Apple cooperates with OpenAI to integrate ChatGPT, powered by GPT-4o, into its upcoming operating systems, namely iOS 18, iPadOS 18 and macOS Sequoia.
It’s being introduced as a chatbot that Siri can turn on when it can’t do something you ask. And it won’t do it without first asking for your permission.
Thanks to the partnership, you can use ChatGPT without creating or logging into a ChatGPT account. In addition, Apple promises that OpenAI will not store or share your personal information with anyone else.
Apple argues that it uses ChatGPT because it is the best chatbot at the moment. But the company is not averse to using other chatbots in the future.
How will Apple Intelligence change the way you use your phone?
First of all, it helps you improve your writing skills. No matter which app you use, Apple Intelligence can proofread your writing and give you suggestions on how to improve it.
For example, you can use it to change the tone of what you’ve written. It can also summarize any text, including emails and even audio recordings!
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Apple Intelligence also keeps an eye on your incoming emails and notifications. Like a true digital assistant, it then tries to prioritize what’s important to you.
Photos also get AI with a tool like a magic eraser that can remove unwanted objects from photos. There’s also a generative emoji maker that creates emojis based on your descriptions.
One of the most useful features is using Apple Intelligence to search for photos and videos. You can now search by describing the scene, for example, “Yasir with cake on his face.” Similarly, you can also jump to a specific scene in a video.
You can also describe a story and Apple Intelligence will combine all the photos and videos that match the description. It will also add background music to the video presentation.
What impact will Apple intelligence have on Siri?
Siri is getting a major redesign and a new logo. Now when you activate Siri, the home screen will become wavy and a colorful light will wrap around the edges of the phone.
Apple says conversations with its AI assistant will now be more natural thanks to more comprehensive language understanding features.
It can also preserve context between requests. You can now even type requests to Siri and switch between text and voice.
One of its greatest features is the ability to perform actions between apps, whether it be an Apple app or a third-party app.
For example, you can ask it to search for photos, as we described earlier, or to find a specific email. It can now even perform actions like “Send the photos from last week’s trip to Abdul.”
How does Apple Intelligence affect my privacy?
To do its job, Apple Intelligence has access to virtually all of your data on your device like never before.
That’s why Apple makes a point of highlighting its approach to privacy in Apple Intelligence, much of which is managed by an AI model running on the device itself.
If the request needs to be forwarded to the cloud-based model, this is done via Power Cloud Compute (PCC) that protects your data and privacy.
When will Apple Intelligence be available?
Apple Intelligence will be available in macOS 15 Sequoia, iOS 18, and iPadOS 18. It will initially be available in beta and in the second half of the year will be available only in English.
However, not every device that can run these operating systems can use Apple Intelligence.
Apple says Apple Intelligence will be available on devices powered by Apple’s M1, M2, M3 and M4 chips, as well as the A17 Pro chipset.
This means it works on the iPhone 15 Pro and Pro Max, iPads with M1, M2 or M4 chips, and Macs with M1, M2 or M3 chips.
Final thoughts
Apple Intelligence is perhaps the biggest feature update to Apple’s lineup. While Apple lags behind competitors in adopting AI into devices, the implementation is more comprehensive and coherent.
It’s true that Apple Intelligence will have unprecedented access to your private data. But it’s reassuring to know that Apple is leaving no stone unturned to protect user privacy.
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