In June 2024, Apple introduced its AI initiative, Apple Intelligence, at its Worldwide Developers Conference (WWDC). The platform was unveiled amid widespread advancements in generative AI from competitors like Google and OpenAI. Unlike a standalone feature, Apple Intelligence is designed to integrate AI capabilities directly within Apple’s current suite of applications, bringing functional enhancements to existing services.
Apple’s approach to AI reflects its signature focus on usability. Rather than releasing a separate AI tool, Apple Intelligence works in the background, adding features to familiar applications. For example, the system’s large language model (LLM) powers new tools within apps like Mail, Messages, and Pages, enabling functions such as text summarization, proofreading, and content generation.
The platform also includes visual tools, such as "Genmojis," custom emojis generated in Apple’s distinctive style, and "Image Playground," an app where users can create images through prompts. Another significant enhancement is Siri’s redesign, where Apple has introduced a more responsive, screen-aware Siri that can operate across applications. This upgrade allows Siri to engage with content the user is viewing, enhancing interactions with more contextual responses and app integrations.
Apple Intelligence will begin rolling out with iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1 in October, bringing AI-powered features like improved typing input for Siri, image enhancement tools, and article summarization. A subsequent update will expand functionality, adding Genmoji, Image Playground, and integration with ChatGPT. The system is initially available in U.S. English and will expand to other English-speaking regions. Additional language support will follow in 2025, though regulatory concerns may limit availability in regions like China and the EU.
Apple Intelligence will be accessible on various Apple devices, including all iPhone 16 models, iPhone 15 Pro versions, newer iPad Pro and iPad Air models, MacBooks with M1 chips and later, and select desktops. Due to hardware limitations, some devices may not support Apple Intelligence, though it’s expected to be fully supported on the iPhone 16 lineup.
Apple has opted for a focused model-training approach, developing purpose-built datasets for tasks such as email composition, which conserves device resources and allows most tasks to be processed on-device. More complex requests, however, will rely on Apple’s new Private Cloud Compute, a cloud solution that ensures privacy by running on Apple’s remote servers. When offline, users may experience limited functionality for cloud-dependent tasks.
In addition to Apple Intelligence, Apple has partnered with OpenAI to integrate ChatGPT within its system. ChatGPT will offer support for tasks beyond Apple’s in-house AI scope, providing enhanced responses to specific user queries and augmenting Apple’s writing tools. ChatGPT will be available as a free feature within Apple Intelligence, with premium options available to paid users. Apple is also expected to collaborate with other AI providers, potentially including Google’s Gemini, for additional capabilities.
Through this approach, Apple is adapting its AI capabilities to meet user needs in a familiar, streamlined way across its devices and software.
