During the WWDC 2024 kickoff conference, Apple unveiled its AI strategy, introducing a series of powerful, intuitive, integrated, personal, and private features known as Apple Intelligence. These features will be available this fall on iPhone, iPad, and Mac devices, initially only in English. They utilize a combination of device- and server-based generative AI models. Apple Intelligence offers a range of advanced tools designed to enhance the user experience, including smarter notification management on iPhone, generative writing tools for various applications, and image generation, among others. One standout feature of Apple’s generative AI is its ability to personalize based on the user’s individual context while maintaining privacy.
A practical example of Apple Intelligence at work is in reading emails, where AI can analyze the content, identify related contacts, offer guidance, and locate relevant files. Another interesting feature is image generation, allowing users to create caricatures resembling contacts in their address book and send them via Messages. These features will be available on devices like the iPhone 15 Pro with the A17 Pro chip, iPads, and Macs equipped with Apple Silicon starting from the M1. For more sophisticated AI models, Apple has introduced a new server infrastructure called Private Cloud Compute, ensuring user data processing without compromising privacy.
One highly anticipated feature is the revamped version of Siri, powered by Apple Intelligence generative AI models, offering a more natural and useful interaction. The new Siri features a revamped user interface with detailed responses displayed in cards. Siri can now understand context, eliminating the need to repeat information in subsequent requests and offering deeper knowledge of Apple products to provide assistance with specific features. With iOS 18, users will have access to ChatGPT models through their OpenAI account, providing additional writing tools and features within the Apple Intelligence ecosystem.
Apple AI will be available in the summer with the iOS 18 beta, initially only in English. Additional AI model options may be introduced in the future through partnerships with other model makers, expanding user options. Overall, Apple’s AI strategy aims to enhance user experiences, personalize interactions, and prioritize privacy while offering a range of advanced features and tools within the Apple ecosystem.