After months of anticipation, Apple introduced Apple Intelligence at the 2024 WWDC event in June. This announcement came amid a wave of advancements in generative AI from companies like Google and OpenAI, sparking concern that Apple might be late to the AI game. However, Apple surprised many by taking a unique, strategic approach to artificial intelligence.
Apple Intelligence isn’t a single, standalone feature. Instead, it represents a seamless integration of AI into Apple’s existing ecosystem. While the technology is powered by a large language model (LLM), it mostly works behind the scenes, enhancing familiar apps with new, AI-powered features. For consumers, this means Apple Intelligence will appear as added functionalities in apps rather than an overt AI assistant.
Key Features of Apple Intelligence
At the iPhone 16 event on September 9, Apple showcased the upcoming AI-powered features for various devices. These include translation tools on the Apple Watch Series 10, visual search capabilities on iPhones, and enhancements to Siri’s functionality. The initial wave of Apple Intelligence is scheduled for an October launch, with updates rolling out via iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1. A second wave of new features will follow with iOS 18.2, iPadOS 18.2, and macOS Sequoia 15.2 developer betas.
Currently, these features are available in U.S. English but will soon expand to Australian, Canadian, New Zealand, South African, and U.K. English. Additional languages, including Chinese, French, German, Italian, Japanese, Korean, and Vietnamese, are expected by 2025. Regulatory issues in China and the EU, however, may limit the availability of Apple Intelligence in those regions.
Apple Intelligence Features: “AI for the Rest of Us”
Apple markets its new platform as “AI for the rest of us,” a tagline emphasizing accessibility and practical use. Unlike some AI solutions, Apple Intelligence focuses on adding value to everyday tasks. It includes Writing Tools powered by LLM technology for generating summaries, proofreading, and creating custom content across Mail, Messages, Pages, and Notifications. Meanwhile, image generation is incorporated through custom emojis (Genmojis) and Image Playground, an app that allows users to create visual content using prompts for easy sharing.
Siri has also received a significant update. Previously criticized for lagging behind other smart assistants, Siri now boasts enhanced on-device integration and improved app interoperability. Users can, for instance, ask Siri to edit a photo and insert it directly into a message. Siri also now leverages onscreen awareness, tailoring responses based on the current context, creating a more responsive and helpful experience.
Who Gets Apple Intelligence and When?
The first phase of Apple Intelligence features launches in October with updates to iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1. These initial features include writing tools, image cleanup, article summarization, and a more powerful Siri interface. Additional features, such as Genmoji, Image Playground, Visual Intelligence, Image Wand, and ChatGPT integration, will come with the second wave, expected in iOS 18.2, iPadOS 18.2, and macOS Sequoia 15.2.
Compatible Devices for Apple Intelligence:
To enjoy the new AI-driven features, users will need one of the following devices:
- iPhone 16 models
- iPhone 15 Pro and Pro Max (A17 Pro)
- iPad Pro (M1 and later)
- MacBook Air, MacBook Pro, iMac, Mac mini, Mac Studio, and Mac Pro (M1 and later)
Notably, only the Pro versions of the iPhone 15 will support these features due to chipset limitations, though the entire iPhone 16 lineup will be compatible with Apple Intelligence.
Apple’s Unique Approach: Private Cloud Compute
Apple’s AI strategy differs significantly from the data-heavy models used by GPT and Google Gemini. Rather than training its models on expansive, generalized datasets, Apple takes a small-model approach, curating datasets for specific tasks like email composition. This approach allows for many tasks to run directly on the device, conserving resources and maintaining privacy.
For more demanding tasks, Apple uses Private Cloud Compute, a server setup using Apple Silicon, which provides the same privacy guarantees as on-device actions. Users may not even notice when Apple Intelligence switches to cloud processing, unless their device is offline.
Collaboration with Third-Party Apps: ChatGPT and Beyond
Much speculation surrounded Apple’s rumored collaboration with OpenAI before WWDC, but the partnership’s scope remains targeted. While Apple Intelligence stands as its own platform, ChatGPT integration offers a complementary set of features, enhancing Siri’s knowledge base and adding a Compose feature to the Writing Tools. Users can prompt Siri to access ChatGPT for specific queries, such as travel planning or recipes, enhancing Siri’s responses in areas outside its core functions.
The ChatGPT integration, available with iOS 18.2, iPadOS 18.2, and macOS Sequoia 15.2, will be free to all Apple Intelligence users, though paid ChatGPT subscribers may receive additional premium options. In the future, Apple is expected to expand partnerships to include Google Gemini and potentially other generative AI services.
In summary, Apple Intelligence represents a thoughtful, privacy-conscious entry into the AI landscape, aimed at enhancing rather than overhauling Apple’s existing ecosystem. With incremental rollouts and device compatibility requirements, Apple’s platform brings powerful AI features directly into the hands of its users while staying true to its commitment to privacy and user experience.
