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Introducing Apple Intelligence, the personal intelligence system that puts powerful generative models at the core of iPhone, iPad, and Mac

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Apple has unveiled Apple Intelligence, a personal intelligence system integrated into iOS 18, iPadOS 18, and macOS Sequoia, enhancing iPhone, iPad, and Mac functionalities.

This innovation uses generative models and personal context to offer relevant and private AI-driven assistance. It introduces new Writing Tools, Image Playground, and Genmoji creation, while enhancing Siri's capabilities with richer language understanding and integration with ChatGPT.

Apple Intelligence ensures privacy through on-device processing and Private Cloud Compute, maintaining data security by running complex models on dedicated Apple silicon servers.

Positive
  • Apple Intelligence integrates deeply with iPhone, iPad, and Mac, enhancing user experience.
  • Introduction of systemwide Writing Tools in iOS 18, iPadOS 18, and macOS Sequoia.
  • New Image Playground allows for on-device creation of images in seconds.
  • Siri's enhanced capabilities with richer language understanding and improved task handling.
  • Integration with ChatGPT to provide expert assistance across Apple platforms.
  • Strong emphasis on user privacy with on-device processing and Private Cloud Compute.
  • Apple Intelligence available for free in beta this fall on select devices.
Negative
  • Apple Intelligence initially to U.S. English and select devices such as iPhone 15 Pro, iPad, and Macs with M1 or later.
  • Some features and additional language support will roll out over the next year, potentially delaying full functionality.

Apple's introduction of Apple Intelligence marks a significant step in integrating generative AI within consumer electronics. By embedding AI capabilities like language understanding and image creation into iOS 18, iPadOS 18 and macOS Sequoia, Apple is setting a new benchmark for what smart devices can do. The integration of Private Cloud Compute ensures that personal data remains secure while leveraging the computational power of Apple's silicon. This hybrid approach of on-device and server-based processing sets Apple apart from competitors who rely heavily on cloud-based AI.

For retail investors, this development indicates Apple's commitment to enhancing user experience through innovative technologies while maintaining its strong stance on privacy. This move could drive higher adoption rates for Apple's ecosystem, potentially leading to increased hardware sales and service subscriptions. However, the real test will be user adoption and how smoothly these features integrate into everyday use.

Apple Intelligence leverages generative AI to enhance user interaction, effectively positioning Apple to capture a more significant share of the burgeoning AI market. This move is likely to create a ripple effect in the industry, pressuring competitors to up their game. By offering these advanced capabilities, Apple can cater to high-end users who seek the latest in tech innovation. Integrating AI deeply into its product ecosystem could also encourage higher customer retention, as users become more ingrained in the Apple ecosystem.

The stock market often responds positively to such forward-thinking innovations, particularly when they align with current tech trends. Investors should keep an eye on user feedback and adoption rates, as these will be key indicators of success. In the short term, we might see an uptick in Apple's stock due to excitement around the new features. Long term, the impact will depend on sustained user adoption and competitive responses.

From a financial perspective, integrating AI into Apple’s devices could lead to a significant boost in revenue. Enhanced features may justify higher price points for new models and the seamless integration of AI could drive more consumers to upgrade their devices. Additionally, the inclusion of advanced AI may help further distinguish Apple's premium products from competitors, potentially leading to higher market share and increased sales of ancillary products and services.

However, it's important to remain cautious about the costs associated with developing and maintaining these AI capabilities, particularly the infrastructure for Private Cloud Compute. Investors should consider the balance between increased R&D expenses and the anticipated revenue boost. If Apple can manage these costs effectively while driving consumer adoption, this could be a net positive for long-term growth.

Setting a new standard for privacy in AI, Apple Intelligence understands personal context to deliver intelligence that is helpful and relevant

CUPERTINO, Calif.--(BUSINESS WIRE)-- 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 for 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.

Apple Intelligence — the personal intelligence system for iPhone, iPad, and Mac — combines the power of generative models with personal context to deliver intelligence that’s useful and relevant to the user. (Photo: Business Wire)

Apple Intelligence — the personal intelligence system for iPhone, iPad, and Mac — combines the power of generative models with personal context to deliver intelligence that’s useful and relevant to the user. (Photo: Business Wire)

“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.”

New Capabilities for Understanding and Creating Language

Apple Intelligence unlocks new ways for users to enhance their writing and communicate more effectively. With brand-new systemwide Writing Tools built into iOS 18, iPadOS 18, and macOS Sequoia, users can rewrite, proofread, and summarize text nearly everywhere they write, including Mail, Notes, Pages®, and third-party apps.

Whether tidying up class notes, ensuring a blog post reads just right, or making sure an email is perfectly crafted, Writing Tools help users feel more confident in their writing. With Rewrite, Apple Intelligence allows users to choose from different versions of what they have written, adjusting the tone to suit the audience and task at hand. From finessing a cover letter, to adding humor and creativity to a party invitation, Rewrite helps deliver the right words to meet the occasion. Proofread checks grammar, word choice, and sentence structure while also suggesting edits — along with explanations of the edits — that users can review or quickly accept. With Summarize, users can select text and have it recapped in the form of a digestible paragraph, bulleted key points, a table, or a list.

In Mail, staying on top of emails has never been easier. With Priority Messages, a new section at the top of the inbox shows the most urgent emails, like a same-day dinner invitation or boarding pass. Across a user’s inbox, instead of previewing the first few lines of each email, they can see summaries without needing to open a message. For long threads, users can view pertinent details with just a tap. Smart Reply provides suggestions for a quick response, and will identify questions in an email to ensure everything is answered.

Deep understanding of language also extends to Notifications. Priority Notifications appear at the top of the stack to surface what’s most important, and summaries help users scan long or stacked notifications to show key details right on the Lock Screen, such as when a group chat is particularly active. And to help users stay present in what they’re doing, Reduce Interruptions is a new Focus that surfaces only the notifications that might need immediate attention, like a text about an early pickup from daycare.

In the Notes and Phone apps, users can now record, transcribe, and summarize audio. When a recording is initiated while on a call, participants are automatically notified, and once the call ends, Apple Intelligence generates a summary to help recall key points.

Image Playground Makes Communication and Self-Expression Even More Fun

Apple Intelligence powers exciting image creation capabilities to help users communicate and express themselves in new ways. With Image Playground, users can create fun images in seconds, choosing from three styles: Animation, Illustration, or Sketch. Image Playground is easy to use and built right into apps including Messages. It’s also available in a dedicated app, perfect for experimenting with different concepts and styles. All images are created on device, giving users the freedom to experiment with as many images as they want.

With Image Playground, users can choose from a range of concepts from categories like themes, costumes, accessories, and places; type a description to define an image; choose someone from their personal photo library to include in their image; and pick their favorite style.

With the Image Playground experience in Messages, users can quickly create fun images for their friends, and even see personalized suggested concepts related to their conversations. For example, if a user is messaging a group about going hiking, they’ll see suggested concepts related to their friends, their destination, and their activity, making image creation even faster and more relevant.

In Notes, users can access Image Playground through the new Image Wand in the Apple Pencil® tool palette, making notes more visually engaging. Rough sketches can be turned into delightful images, and users can even select empty space to create an image using context from the surrounding area. Image Playground is also available in apps like Keynote®, Freeform®, and Pages, as well as in third-party apps that adopt the new Image Playground API.

Genmoji Creation to Fit Any Moment

Taking emoji to an entirely new level, users can create an original Genmoji to express themselves. By simply typing a description, their Genmoji appears, along with additional options. Users can even create Genmoji of friends and family based on their photos. Just like emoji, Genmoji can be added inline to messages, or shared as a sticker or reaction in a Tapback®.

New Features in Photos Give Users More Control

Searching for photos and videos becomes even more convenient with Apple Intelligence. Natural language can be used to search for specific photos, such as “Maya skateboarding in a tie-dye shirt,” or “Katie with stickers on her face.” Search in videos also becomes more powerful with the ability to find specific moments in clips so users can go right to the relevant segment. Additionally, the new Clean Up tool can identify and remove distracting objects in the background of a photo — without accidentally altering the subject.

With Memories, users can create the story they want to see by simply typing a description. Using language and image understanding, Apple Intelligence will pick out the best photos and videos based on the description, craft a storyline with chapters based on themes identified from the photos, and arrange them into a movie with its own narrative arc. Users will even get song suggestions to match their memory from Apple Music®. As with all Apple Intelligence features, user photos and videos are kept private on device and are not shared with Apple or anyone else.

Siri Enters a New Era

Powered by Apple Intelligence, Siri® becomes more deeply integrated into the system experience. With richer language-understanding capabilities, Siri is more natural, more contextually relevant, and more personal, with the ability to simplify and accelerate everyday tasks. It can follow along if users stumble over words and maintain context from one request to the next. Additionally, users can type to Siri, and switch between text and voice to communicate with Siri in whatever way feels right for the moment. Siri also has a brand-new design with an elegant glowing light that wraps around the edge of the screen when Siri is active.

Siri can now give users device support everywhere they go, and answer thousands of questions about how to do something on iPhone, iPad, and Mac. Users can learn everything from how to schedule an email in the Mail app, to how to switch from Light to Dark Mode.

With onscreen awareness, Siri will be able to understand and take action with users’ content in more apps over time. For example, if a friend texts a user their new address in Messages, the receiver can say, “Add this address to his contact card.”

With Apple Intelligence, Siri will be able to take hundreds of new actions in and across Apple and third-party apps. For example, a user could say, “Bring up that article about cicadas from my Reading List,” or “Send the photos from the barbecue on Saturday to Malia,” and Siri will take care of it.

Siri will be able to deliver intelligence that’s tailored to the user and their on-device information. For example, a user can say, “Play that podcast that Jamie recommended,” and Siri will locate and play the episode, without the user having to remember whether it was mentioned in a text or an email. Or they could ask, “When is Mom’s flight landing?” and Siri will find the flight details and cross-reference them with real-time flight tracking to give an arrival time.

A New Standard for Privacy in AI

To be truly helpful, Apple Intelligence relies on understanding deep personal context while also protecting user privacy. A cornerstone of Apple Intelligence is on-device processing, and many of the models that power it run entirely on device. To run more complex requests that require more processing power, Private Cloud Compute extends the privacy and security of Apple devices into the cloud to unlock even more intelligence.

With Private Cloud Compute, Apple Intelligence can flex and scale its computational capacity and draw on larger, server-based models for more complex requests. These models run on servers powered by Apple silicon, providing a foundation that allows Apple to ensure that data is never retained or exposed.

Independent experts can inspect the code that runs on Apple silicon servers to verify privacy, and Private Cloud Compute cryptographically ensures that iPhone, iPad, and Mac do not talk to a server unless its software has been publicly logged for inspection. Apple Intelligence with Private Cloud Compute sets a new standard for privacy in AI, unlocking intelligence users can trust.

ChatGPT Gets Integrated Across Apple Platforms

Apple is integrating ChatGPT access into experiences within iOS 18, iPadOS 18, and macOS Sequoia, allowing users to access its expertise — as well as its image- and document-understanding capabilities — without needing to jump between tools.

Siri can tap into ChatGPT’s expertise when helpful. Users are asked before any questions are sent to ChatGPT, along with any documents or photos, and Siri then presents the answer directly.

Additionally, ChatGPT will be available in Apple’s systemwide Writing Tools, which help users generate content for anything they are writing about. With Compose, users can also access ChatGPT image tools to generate images in a wide variety of styles to complement what they are writing.

Privacy protections are built in for users who access ChatGPT — their IP addresses are obscured, and OpenAI won’t store requests. ChatGPT’s data-use policies apply for users who choose to connect their account.

ChatGPT will come to iOS 18, iPadOS 18, and macOS Sequoia later this year, powered by GPT-4o. Users can access it for free without creating an account, and ChatGPT subscribers can connect their accounts and access paid features right from these experiences.

Availability

Apple Intelligence is free for users, and will be available in beta as part of iOS 18, iPadOS 18, and macOS Sequoia this fall in U.S. English. Some features, software platforms, and additional languages will come over the course of the next year. Apple Intelligence will be available on iPhone 15 Pro, iPhone 15 Pro Max, and iPad and Mac with M1 and later, with Siri and device language set to U.S. English. For more information, visit apple.com/apple-intelligence.

Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with iPhone, iPad, Mac, AirPods, Apple Watch, and Apple Vision Pro. Apple’s six software platforms — iOS, iPadOS, macOS, watchOS, visionOS, and tvOS — provide seamless experiences across all Apple devices and empower people with breakthrough services including the App Store, Apple Music, Apple Pay, iCloud, and Apple TV+. Apple’s more than 150,000 employees are dedicated to making the best products on earth and to leaving the world better than we found it.

NOTE TO EDITORS: For additional information visit Apple Newsroom (www.apple.com/newsroom), or email Apple’s Media Helpline at media.help@apple.com.

© 2024 Apple Inc. All rights reserved. Apple, the Apple logo, Apple Intelligence, iPhone, iPad, Mac, iPadOS, macOS, Pages, Apple Pencil, Keynote, Freeform, Tapback, Apple Music, and Siri are trademarks of Apple. Other company and product names may be trademarks of their respective owners.

Cat Franklin

Apple

cfranklin3@apple.com

Jacqueline Roy

Apple

jacqueline_roy@apple.com

Source: Apple Inc.

FAQ

What is Apple Intelligence?

Apple Intelligence is a personal intelligence system that combines generative models with personal context to deliver AI-driven assistance on iPhone, iPad, and Mac.

What new features does Apple Intelligence introduce?

Apple Intelligence introduces new Writing Tools, Image Playground, Genmoji creation, enhanced Siri capabilities, and integration with ChatGPT.

How does Apple Intelligence ensure privacy?

Apple Intelligence ensures privacy through on-device processing and Private Cloud Compute, which runs complex models on dedicated Apple silicon servers to maintain data security.

When will Apple Intelligence be available?

Apple Intelligence will be available in beta this fall as part of iOS 18, iPadOS 18, and macOS Sequoia, with further features rolling out over the next year.

Which devices will support Apple Intelligence?

Apple Intelligence will be available on iPhone 15 Pro, iPhone 15 Pro Max, and iPad and Mac with M1 and later.

How does Apple Intelligence integrate with ChatGPT?

Apple Intelligence integrates ChatGPT across iOS 18, iPadOS 18, and macOS Sequoia, allowing users to access its expertise directly through Apple's platforms while maintaining privacy.

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