Apple Unveils ‘Apple Intelligence’: A New Suite of AI Features for iPhone, Mac, and More

Apple finally caught up with the AI craze. At WWDC 2024, Apple introduced “Apple Intelligence,” a new suite of AI features for the iPhone, Mac, and other devices. Set to launch later this year, these updates will include a more conversational Siri, custom AI-generated “Genmoji,” and integration with GPT-4o, allowing Siri to utilize OpenAI’s chatbot for more complex queries.

The company that previously avoided the term “artificial intelligence” in reference to its machine learning features now appears to be aligning with the standard offerings that Google, Microsoft, and others have introduced over the past year.

Generative Models Meet Personal Context

Apple Intelligence, seamlessly embedded in iOS 18, iPadOS 18, and macOS Sequoia, leverages the might of Apple silicon to enhance language and image creation, automate tasks across apps, and provide personalized assistance based on individual user data. This innovation marks a significant leap in making devices smarter and more attuned to user needs.

Privacy

As expected from Apple, there’s a focus on privacy. Many features will function on-device when possible. For more complex requests, your device — be it an iPhone, Mac, or iPad — will automatically send the request to the cloud. Apple refers to this as “Private Cloud Compute.” The models handling these more intricate requests operate on servers “powered by Apple Silicon,” and the company assures that your data will never be stored or accessible on its servers. Furthermore, Apple will allow independent experts to inspect the code running on its servers “to verify privacy.” Private Cloud Compute ensures a flexible balance between on-device processing and larger, server-based models, all while maintaining stringent privacy standards. As Tim Cook, Apple’s CEO, puts it, “This is AI as only Apple can deliver it, and we can’t wait for users to experience what it can do.”

Transforming Communication with Language Tools

Apple Intelligence brings a suite of Writing Tools designed to make text creation and communication more effective. Features like Rewrite, Proofread, and Summarize are integrated across Mail, Notes, Pages, and third-party apps, enabling users to fine-tune their writing effortlessly. Whether crafting a perfect email or summarizing long documents, these tools are set to elevate the user experience.

Genmoji

Apple is introducing “Genmoji,” a new feature that creates custom emoji-like reactions on demand, allowing users to generate the perfect emoji using AI when they can’t find one that fits. Additionally, iOS 18 will feature “Image Playground,” an image generation tool. This feature is integrated into multiple apps and has a dedicated app by the same name. Developers will also have access to an API to incorporate Image Playground into their own applications. The new Image Playground feature offers users a playful yet powerful way to create images in Animation, Illustration, or Sketch styles. Integrated into Messages and available as a standalone app, it makes visual expression fun and effortless. Personalized concepts based on user conversations make this tool both innovative and intuitive.

Enhanced Photos and Videos Management

Apple Intelligence enhances photo and video management with advanced search capabilities and a new Clean Up tool. Users can search using natural language and find specific moments within videos. The Memories feature allows users to create personalized stories with a simple description, arranging photos and videos into a compelling narrative.

Siri Gets Smarter

With Apple Intelligence, Siri evolves into a more natural and context-aware assistant. Siri can now handle complex tasks, maintain context across requests, and interact with user content in new ways. This includes understanding and responding to detailed commands involving contacts, media, and personal information. When you activate Siri, Apple claims it has “onscreen awareness,” enabling it to comprehend your requests and “take action with users’ content in more apps over time,” including both Apple and third-party apps. Additionally, Siri can now be typed to, not just spoken to.

Integrating ChatGPT

In a move sure to delight tech enthusiasts, Apple is integrating ChatGPT across its platforms. ChatGPT, powered by GPT-4o, will be available on iOS, macOS, and iPadOS “later this year” as a chatbot that Siri can consult when it can’t handle a request. Apple will seek user permission before sending any questions, documents, or photos to ChatGPT, and Siri will present the responses. Initially partnering with the best chatbot available, Apple plans to support other AI models in the future. ChatGPT will also be integrated into Apple’s systemwide AI writing tools and can be used to generate images, with IP addresses obscured and user requests not stored by OpenAI. Users can access ChatGPT without creating an account or paying, but subscribers can connect their accounts to use paid features within these integrations. OpenAI has confirmed this information on its website. Users can access ChatGPT’s expertise directly through Siri and Writing Tools, with privacy protections ensuring data security. This integration promises a more seamless and powerful AI experience.

Availability

Apple Intelligence will debut in beta with iOS 18, iPadOS 18, and macOS Sequoia later this year. It’s free for users, with broader language support and additional features rolling out over the next year. The service will be available on iPhone 15 Pro, iPhone 15 Pro Max, and M1-powered iPads and Macs.