At this year's WWDC, one of Apple’s most significant events, AI quietly slipped into the conversation. Even though AI has dominated tech discussions throughout 2024, Apple didn't mention it in the first half of their keynote.
But when the second hour arrived, Apple introduced a series of AI advancements under a new name: "Apple Intelligence." This isn’t just another rebranding—it’s a major shift that’s poised to redefine not just Apple’s ecosystem but the entire tech industry.
What is Apple Intelligence?
In simple terms, Apple Intelligence is an AI system designed to enhance the user experience across all Apple devices, from iPhones to Macs. It’s the result of nearly a decade of meticulous planning, from subtle tweaks in iOS to billions invested in Apple Silicon, particularly the Neural Engine in their chips.
Apple has been integrating AI into its products for years without explicitly calling it AI. Take the Photos app on your iPhone, for example—it uses machine learning to identify and categorize faces, objects, and scenes.
Face ID, which recognizes your face in various lighting conditions, and the noise cancellation in AirPods, which adapts to your environment, are also powered by AI. These features have all been building up to Apple Intelligence—a unified AI system that brings these capabilities together in a seamless, powerful way.
But Apple Intelligence isn’t a standalone app. Instead, it’s a collection of generative models embedded across your devices, enhancing your experience without you even realizing it.
Siri’s transformation
Siri, once the digital assistant that everyone loved to criticize, has undergone a complete overhaul thanks to Apple Intelligence. Siri is now at the heart of Apple’s ecosystem, intricately connected to every aspect of iOS, iPadOS, macOS, and more. The phrase "AI for the rest of us" might sound like marketing hype, but it accurately describes what Apple is offering.
Just as the Apple Watch revolutionized health tracking by integrating it into a device you already wore, Apple Intelligence is seamlessly embedded into devices you already use daily. There’s no need to create accounts on multiple services or pay for additional AI tools—everything you need is right there on the phone you already carry. It’s all in one place, controlled with intention and guardrails, passive and free.
Apple Intelligence simplifies and makes the immense power of AI accessible to an incredible number of users. From generating quirky emojis to organizing emails and summarizing meeting notes, Apple Intelligence handles it all. It even extends to personal touches, like being aware of the conversations you’re having with loved ones, prioritizing notifications, or catching up on group chats you missed. It can organize and personalize your photos and memories and remind you of plans you made but forgot. And most of this happens directly on your device. This is the kind of AI assistance we’ve imagined for years.
The power of on-device AI
Apple’s investment in Apple Silicon is paying off big time, especially with the introduction of Apple Intelligence. The system’s reliance on on-device processing is a game-changer. Tasks involving Apple’s new generative models, diffusion models, and large language models are processed directly on your device, ensuring that your data stays with you. This approach not only enhances performance but also reinforces Apple’s longstanding commitment to user privacy.
Take the M1 chip, for instance. Initially, it seemed like overkill. But now, with Apple Intelligence, the M1’s capabilities are being fully utilized. Apple Intelligence is supported by the highest-end versions of Apple Silicon, like the iPhone 15 Pro and any iPad or Mac with an M1 or later. With this announcement, Apple has breathed new life into the M1 MacBook Air. And this is just the beginning—future iPhones will support this feature, and soon, the absence of Apple Intelligence on any Apple device will be unimaginable.
AI and privacy
Since Apple Intelligence’s inception, privacy concerns have been a hot topic, especially after Apple partnered with OpenAI to integrate ChatGPT-4.0 into its intelligent features. This collaboration has raised some eyebrows, with many users feeling uneasy about entrusting their personal information to OpenAI. Google’s history of leveraging user data doesn’t help either. However, Apple has clarified that most operations will happen on-device using their models for speed. For tasks too complex for these models, Apple offers two solutions.
One involves using a larger server-based model on Apple’s servers, powered by Apple Silicon and what they call "Private Cloud Compute." This ensures that data isn’t stored or sent to Apple. Apple takes extraordinary measures to ensure data security, including third-party validation of hardware and stringent protocols to protect and erase user data after processing. Apple even claims its software is publicly auditable, which is rare in the tech industry.
Alternatively, for queries suitable for ChatGPT, the device will request user permission to consult ChatGPT. This permission is mandatory for any task, from uploading photos to handling complex prompts, and appears each time in a dialogue box. Users can fully leverage OpenAI’s model without needing an account, with the assurance that OpenAI won’t store any data.
Setting a new industry standard
Remember when Google first introduced the Magic Eraser feature on Pixel phones? It was a game-changer, and naturally, we expected Apple to respond. Thanks to Google’s innovation, features like these were bound to spread to more devices, regardless of brand. In the early days of Android, fragmentation was a major issue. Each OEM had its own version of the software, and there was little consistency across devices. Google’s introduction of the Nexus devices, which we now know as the Pixel lineup, aimed to address this problem.
Google wasn’t just selling phones—they were selling the promise of what Android could be. This move set a new standard for what Android should look and feel like and taught consumers to expect more from OEMs. As a result, every Android user benefits from those early moves, regardless of their phone's brand.
Similarly, what Apple accomplished at WWDC sets a new precedent for the entire industry. AI, an inevitable and critical advancement, now has a benchmark for personalization, intentionality, and privacy, thanks to Apple. They have shown that AI can be private, influencing consumer expectations for all AI companies. This isn’t just a win for Apple fans—it’s a win for anyone who values technology. Apple’s initiative will have a lasting impact, marking a pivotal moment in technology’s evolution.
The future is here
Apple waited to introduce artificial intelligence because they understood its potential in the right hands. Last year, Apple executives laughed off concerns about lagging in AI when interviewed by CNBC. Their confidence was justified. Fast forward to today, and that laugh seems entirely appropriate. With the upcoming beta versions of iOS 18, iPadOS 18, and macOS Sequoia expected this fall, the future of Apple—and technology as a whole—looks incredibly promising. Apple Intelligence is more than just an AI upgrade; it’s a foundational shift that will shape the industry for years to come.
Md Zahurul Al Mamun is a tech enthusiast and writer
