AI is surely the next big thing in the tech world. Google and Samsung made it a key highlight on their latest phones. The same could not be said about Apple — or so it seemed. It turns out the company was working on it behind the scenes and has finally unveiled its take — Apple Intelligence! Let’s discuss.
Apple Intelligence Overview
Naming
Well, it is an open secret that Apple avoids using certain words when dealing with its products. Whether it be Apple execs when pitching a new product to the world or CSRs dealing with issues customers are facing with their devices. One such word is “AI” or “Artificial Intelligence” — they rather phrase it as “Machine Learning”.
This time around, they did use AI, but kept it very minimal. Likewise, it was expected that Apple wouldn’t be blunt like, say Samsung, and call its artificial intelligence something like “Galaxy AI”. The company has gone with “Apple Intelligence” instead, which when you shorten it just becomes AI too. Quite funny, if you ask me.
What is in the ‘Box’?
On-Device AI Processing
The new Apple Intelligence features leverage on-device processing, allowing users to access information across devices without sending data to external servers. This ensures privacy and security by keeping user data on the device.
Private Cloud Compute
Apple also introduced private cloud computing capabilities, enabling access to larger AI models while safeguarding user privacy. This feature utilises servers built with Apple Silicon and ensures that user data is not stored or sent to Apple without explicit permission.
Siri Revamp
The American tech giant enhanced Siri with AI-powered features, enabling natural language queries for tasks like scheduling and email management. The improved understanding of contextual cues and routines across apps and devices.
Chatbox (LLM) Integration
Apple has partnered with OpenAI to integrate ChatGPT-like LLM for natural language processing and assistance. This collaboration provides personalised responses and recommendations based on user interactions.
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Genmoji
A new feature called Genmoji generates personalised emojis using AI algorithms. Users can create emojis resembling themselves or others, enhancing expression and communication in messaging apps and social media platforms.
Document Assistance
Likewise, Apple Intelligence enables easy retrieval of documents and autofill for forms using Siri. This feature enhances productivity by utilising personal documents stored in photos for autofill functionality.
Image and Text Editing
AI-powered image editing tools are here! You can use them for enhancing photos and converting sketches into high-quality images. Similarly, AI algorithms are employed for text editing, including proofreading and adjusting tone.
Call Transcripts and Privacy Focus
The new AI features include call transcription and summarization capabilities, facilitating communication and documentation. Throughout these features, Apple emphasises privacy and security, ensuring that user data remains protected and confidential.
Personalisation and Cross-App Integration
Apple Intelligence adapts to user preferences and behaviours over time, providing personalised responses and recommendations. Moreover, various in-house as well as third-party apps and services will be able to tap into these AI features and enhance the user experience.
Apple Intelligence Launch and Availability
Apple announced their new AI features i.e. Apple Intelligence at the WWDC 2024 event held on 10 June 2024. It will be available at no extra cost but it will be exclusive to devices running on A17 Pro chips and M series of processors. This means older iPhone models and the iPhone 15 sadly won’t be getting Apple Intelligence.
These features will debut in beta for the US and English iOS 18, iPadOS 18, and macOS Sequoia users will have to wait till autumn for their turns. Apple also announced plans for subsequent feature releases and expanded language support in the following year.
- Meanwhile, check out our top seven Android 15 features video:
