Published on June 10, 2024, 4:31 pm

At the Worldwide Developers Conference (WWDC) 2024, Apple unveiled Apple Intelligence, a personal intelligence system for iPhone, iPad, and Mac. This move signals Apple’s venture into the realm of generative AI. Unlike a groundbreaking reveal, Apple aims to enhance various products by blending generative models with personal context. Among the highlights are new writing tools capable of summarizing, correcting, and rewriting text; creating custom emoji from text; and enhancing Siri, Apple’s virtual assistant.

Generative AI plays a pivotal role in Siri’s functionality. For instance, Siri leverages personal context to assist users in finding specific information efficiently. By processing user inputs such as “When does mom’s flight land?”, Siri accesses real-time flight tracking data to provide precise arrival times. Furthermore, Siri can analyze message content within apps and carry out tasks like updating contacts with addresses automatically.

Apple Intelligence is set to debut as a free feature on iOS 18, iPadOS 18, and macOS Sequoia this fall. Initially available as a beta version in US English exclusively for iPhone 15 Pro, iPhone 15 Pro Max, iPad, and Mac machines powered by M1 chips. Users must ensure that both Siri and device language settings are configured to US English to enable this feature.

Privacy remains paramount for Apple as it strives to execute simpler AI functions on-device while routing more complex queries to specialized servers equipped with Apple chips. Collaboration with OpenAI marks Apple’s initial external partnership for generative AI. The integration of ChatGPT into iOS18 starting this autumn will further enhance user experience without storing any input data. Premium features of ChatGPT will be accessible to paying customers of OpenAI.

Additionally, discussions with Google hint at potential collaborations involving Google Gemini and other models in parallel to ChatGPT. Although not revolutionary per se, Apple’s incremental steps towards incorporating generative AI mirror industry trends closely—aligning its offerings cohesively within the ecosystem compared to competitors like Microsoft.

The unveiling of “Apple Intelligence” raises questions about whether these advancements will genuinely simplify users’ lives or merely represent an assortment of AI novelties. Nonetheless, today’s showcase from Apple hints at an evolutionary trajectory rather than a radical shift in their approach towards AI integration across devices.


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