At the 2024 Worldwide Developers Conference (WWDC), Apple introduced a new suite of AI-powered features called Apple Intelligence.
This innovative platform is designed to improve functionality and user experience on devices running iOS 18, iPadOS 18, and macOS Sequoia.
Below, we will explore in detail the features and capabilities that Apple Intelligence brings with it, as well as its potential impact on the Apple ecosystem and users’ daily lives.
What is Apple Intelligence?
Apple Intelligence is an artificial intelligence platform developed by Apple Inc. that integrates advanced processing capabilities both on the device and on servers.
Officially announced on June 10, 2024 at WWDC, Apple Intelligence marks a significant step in Apple’s technological evolution, offering tools and capabilities that promise to transform interaction with the brand’s devices.
The company has been working on this platform for several years, drawing on its expertise in artificial intelligence and machine learning.
The development of Apple Intelligence has its roots in Apple’s acquisition of Perceptio in October 2015. This startup specialized in the development of artificial intelligence and machine learning technology that could work directly on mobile devices, without needing to connect to the cloud.
This acquisition, along with those of Emotient, Turi and VocallQ, marked important milestones in Apple’s strategy to integrate advanced artificial intelligence capabilities into its devices, with a strong focus on user privacy.
Apple Rewrite, AI writing tool
One of the standout features of Apple Intelligence is the writing tool known as Apple Rewrite. This functionality is designed to help users improve their texts, making them more user-friendly, concise and professional.
Similar to Grammarly, Apple Rewrite can generate summaries, key points, tables, and lists from given text. Plus, you can completely rewrite content to suit different tones and styles.
Compared to other text editing tools, Apple Rewrite has the advantage of being integrated directly into the Apple ecosystem, allowing for a smoother and more consistent user experience.
However, it is important to note that Apple Rewrite will be available only on Apple devices with the A17 or M1 chip onwards, which may limit its accessibility for some users.
Image Playground, image generation with AI
Another awesome feature is the image generation capability through the Image Playground app. Similar to OpenAI’s DALL-E, this tool allows users to create images using textual descriptions.
An interesting addition is the Genmoji feature, which allows you to generate custom emojis by generating images. These Genmojis can be used system-wide, offering a unique and personalized way of visual communication.
Siri improved with GPT-4o
Apple has made significant improvements to its virtual assistant, Siri, thanks to Apple Intelligence. The new version of Siri includes an updated design and improved natural language processing.
One of the most notable additions is the integration with OpenAI’s ChatGPT, which allows Siri to handle complex requests by sending them to ChatGPT when necessary. This will use the improved GPT-4º model, to provide more “human” responses and in less time.
Siri can also use personal context from device activities to make conversations more natural and fluid, and can interact with a wider range of apps through the Siri App Intents API.
New features in the Photos and Videos apps
Apple’s Photos app has also received a significant improvement. With Apple Intelligence, users can create personalized movies from their photos and videos, simply by describing the story they want to watch.
Artificial intelligence will select matching photos and videos and organize them into a movie with a coherent narrative.
Additionally, searching in photos and videos has been improved, allowing users to search for specific moments within video clips using textual descriptions.
Is my data safe with Apple Intelligence?
Apple has worked to keep its artificial intelligence operations secret, prioritizing user privacy. One of the key features of Apple Intelligence is its focus on privacy and security.
Apple has implemented the Private Cloud Compute platform, which ensures that many of the AI capabilities are processed on the device, where possible.
For more complex requests that require cloud processing, Apple models are designed to operate with end-to-end encryption.
In addition, Apple ensures that user data will never be stored or accessible on its servers, and will allow independent experts to inspect the code running on its servers to verify its privacy.
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