Apple Intelligence Is The Company’s New Generative AI Offering



On Monday, at WWDC 2024, Apple unveiled Apple Intelligence, its long-awaited, ecosystem-wide push into generative AI. As earlier rumors suggested, the new feature is called Apple Intelligence (AI, get it?). The company promised the feature will be built with safety at its core, along with highly personalized experiences, TechCrunch reported.

According to TechCrunch, the company has been pushing the feature as integral to all of its various operating system offerings, including iOS, macOS, and the latest, visionOS.

The system is built on large language and intelligence models. Much of that processing is done locally according to the company, utilizes the latest version of Apple silicon. “Many of these models run entirely on device,” SVP Craig Federighi claimed during the event.

That said, these consumer systems still have limitations. As such, some of the heavy lifting needs to be done off device in the cloud. Apple is adding Private Cloud Compute to the offering. The back end uses services that run Apple chips, in a bid to increase privacy for this highly personal data.

Apple introduced Apple Intelligence. Here is part of the press release:

Apple today introduced Apple Intelligence, the personal intelligence system for iPhone, iPad, and Mac that combines the power of generative models with personal context to deliver intelligence that’s incredibly useful and relevant. 

Apple Intelligence is deeply integrated into iOS 18, iPadOS 18, and macOS Sequoia. It harnesses the power of Apple silicon to understand and create language and images, take action across apps, and draw from personal context to simplify and accelerate everyday tasks. With Private Cloud Compute, Apple sets a new standard of privacy in AI, with the ability to flex and scale computational capacity between on-device processing and larger, server-based models that run on dedicated Apple silicon servers.

“We’re thrilled to introduce a new chapter in Apple innovation. Apple Intelligence will transform what users can do with our products — and what our products can do for our users,” said Tim Cook, Apple’s CEO. “Our unique approach combines generative AI with a user’s personal context to deliver truly helpful intelligence. And it can access that information in a completely private and secure way to help users do the things that matter most to them. This is AI as only Apple can deliver it, and we can’t wait for users to experience what it can do.”

Engadget reported Apple Intelligence will be powered by both Apple’s homegrown tech as well as a partnership with OpenAI, the maker of ChatGPT, Apple announced.

One of Apple’s biggest AI upgrades is coming to Siri. The company’s built-in voice assistant will now be powered by large language models, the tech that underlies all modern-day generative AI. Siri, which has languished over the years, may become more useful now that it can interact more closely with Apple’s operation systems and apps. 

Apple Intelligence will also use AI to record, transcribe, and summarize your phone calls, rivaling third-party transcription services like Otter. All participants are automatically notified when you start recording, and a transcript if the conversation’s main points is automatically generated at the end.

In my opinion, I’m not thrilled about any of the AI-Generated additions that have suddenly popped up. I’m hoping that Apple will allow me to turn off the AI-Generated stuff.


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