Apple introduced privacy-centered Apple Intelligence at WWDC

Jingyue Hsiao, DIGITIMES Asia, Taipei 0

Credit: AFP

At the latest WWDC event, Apple introduced the Apple Intelligence, which will be integrated in the latest Apple products featuring A17 Pro

Apple has announced the launch of Apple Intelligence, a personal intelligence system that integrates advanced AI and machine learning into iOS 18, iPad OS 18, and MacOS Sequoia. These enhancements employ generative models and large language models to deliver uniquely tailored experiences for individual users.

Apple Intelligence will be available on the iPhone 15 Pro, iPad, and Mac with M1 or later. The system will launch in US English this summer, with beta testing for the new OS releases starting in the fall. It will expand to more languages and platforms over the next year.

The system significantly enhances natural language understanding, assisting with tasks such as prioritizing notifications and providing sophisticated writing tools across various applications, including Mail, Notes, and Safari. Users can also create personalized images and Genmoji, which can be shared via Messages and other apps. Additionally, Apple Intelligence can perform context-aware tasks, such as retrieving relevant files or photos based on user requests.

Siri has received significant upgrades. The digital assistant now features a new design and improved natural language understanding, allowing for more context-aware interactions within apps. Siri can perform tasks directly within applications while maintaining conversational context and supporting text and voice commands. Integration with ChatGPT from OpenAI broadens its ability to handle more complex queries.

Regarding communication, Apple Intelligence introduces writing tools for rewriting, proofreading, summarizing texts, and generating smart replies, thus streamlining communication across apps. Email and notification handling has been improved with features like summaries and priority sorting, helping users focus on what matters most.

Creative tools have also been enhanced. Users can generate original images and Genmoji through the Image Playground, adding a personalized touch to messages and documents. The Notes app now includes an Image Wand feature that can transform rough sketches into polished images.

For photo and video management, Apple Intelligence offers advanced editing tools, including a Cleanup Tool for removing background distractions. Natural language searches for photos and videos make it easier to find specific content, and AI-driven analysis simplifies the creation of memory movies by arranging photos and videos into narrative sequences.

Support for OpenAI's GPT and other upcoming models

There are several artificial intelligence tools available that can be useful for tasks requiring broad-world knowledge or specialized domain expertise. To streamline user experience, Apple is integrating these external models directly into their systems, starting with ChatGPT from OpenAI, powered by GPT-4o, with Other AI models supported in Siri in the future.

If a user needs menu ideas for a meal using freshly caught fish and garden ingredients, they can ask Siri. Siri will determine if ChatGPT might provide useful suggestions, request permission to share the question, and then present the answer directly to the user. Additionally, users can include photos with their questions. For example, if someone wants advice on decorating, they can take a picture and ask Siri. Siri will confirm if it's okay to share the photo with ChatGPT and then bring back relevant suggestions. This integration ensures a seamless and efficient user experience.

Privacy matters, Apple Intelligence may boost sluggish iPhone sales

Apple emphasizes that the system prioritizes user privacy through on-device processing, supported by the powerful Apple Silicon chips, including A17 Pro and M-series. This ensures high performance without compromising privacy. Furthermore, Private Cloud Compute extends these capabilities with server-based processing, maintaining strict privacy standards.

Apple added that it would use its own server chips to help power AI features on its devices, reports Reuters.

According to Bloomberg Intelligence, Apple's developer event centered around increased consumer privacy, generally consistent with the various updates discussed across media outlets, and didn't provide any surprises. Notably, the new features will be available on devices with Apple's A17 Pro and M-series chips, which may encourage consumers to upgrade their hardware. Bloomberg Intelligence also expects the AI system to boost iPhone sales.

Tesla threatens a ban on Apple devices

Meanwhile, according to Bloomberg, Tesla CEO Elon Musk announced he would ban Apple devices from his companies if Apple integrates OpenAI’s AI software at the operating system level, citing security concerns. Musk has been expressing worries in public about the rapid development of generative AI, though he is also developing his own AI competitor to ChatGPT.