Before this year’s Worldwide Developer Conference, which Apple conducted earlier this week, AI meant artificial intelligence to most consumers. In classic Apple-esque fashion, we now know the Cupertino-based company wants to redefine AI as “Apple Intelligence.”
Apple has consistently demonstrated its prowess in effectively communicating complex technologies to laypeople. At WWDC, the company clearly articulated how it will incorporate these latest developments in artificial intelligence into its software on a platform-wide basis.
Some consumers have been skeptical about using artificial intelligence beyond the much-hyped tasks of creating a dinner party menu, for example. For those users, and it’s not a trivial audience from a size standpoint, those use cases are not innovations that will change the world.
Now, things get a lot more interesting when an Apple Intelligence-infused Siri can search across apps, emails, and text messages to retrieve information saved somewhere you can’t remember or to check the status of a flight. For instance, Siri will cross-reference flight details from an email with real-time updates from the web, highlighting a practical application of artificial intelligence.
Competitors had already revealed a few new features; during its developer conference last month, Google debuted a photo search functionality strikingly similar to what Apple unveiled at its keynote. Nevertheless, the show served as a helpful reminder of the iPhone maker’s significant advantage over rival tech firms when showcasing cutting-edge technology on its own gear.
Viewed through this prism, Apple Intelligence suddenly materializes in a way it hasn’t until now. In stark contrast, Sundar Pichai’s recent Google I/O presentation came across as dramatically more technical than intended for the general audience.
The big question is how much of what Apple showed will result in increased consumer spending, and we won’t get an answer until the iPhone 16 expected announcement in September. Legacy iPhone users must upgrade to an iPhone 15 Pro or Pro Max to use its new AI-powered capabilities. However, AI will also be available on newer Macs and iPads that utilize Apple Silicon.
Given that iPhone sales decreased in the previous fiscal year and the first half of this one, any influence on those sales would be significant. However, there’s no guarantee that these enhancements will convince the typical consumer, who may not want to spend over $1,000 for the newest premium phone — either in full upfront or over three years, as most mobile plans currently permit — and may not pay attention to tech news.
More importantly, it’s still an open question whether these features function as well in real life as they did in the demos at WWDC. To Apple’s credit, the online demos given during the WWDC keynote were compelling and intuitive, an Apple trademark. Still, consumers are notoriously finicky, and this remains an open question.
Moreover, as I’ve suggested during my podcasts, Apple has all the resources necessary to swiftly replicate a Microsoft Copilot-like framework across all its device operating systems. Sequoia (the forthcoming upgrade to macOS), iOS 18, and iPadOS 18 will perfectly position Apple to amplify the benefits of its vaunted ecosystem.
It’s also notable that Apple’s ability to offer a large selection of developer tools that utilize Apple Intelligence capabilities will add a powerful AI dimension to the Apple App Store.
App Intents is an intriguing addition to Shortcuts, which enables AI agent capabilities so developers may provide their consumers with generative AI-based automation. Along with the Matter initiative, this capability will turbocharge smart home applications, which have been a morass of multiple applications and tedious setups.
As anticipated, Apple prioritized privacy as the bedrock of Apple Intelligence. The additional functions and features appear to operate on-device (iPhone 15 and Apple Silicon iPads and Macs).
On the other hand, the company unveiled “Private Cloud Compute,” which enables Apple Intelligence to be “scaled” to servers using Apple Silicon. Apple proudly talked about how Apple Intelligence gets smarter by understanding user habits and preferences, but it keeps this information private. Most of the intelligence happens right on your device.
Still, Apple will use a unique cloud system that protects your privacy even when using extra processing power for super complex tasks. That’s a big commitment, and Apple didn’t provide specific details.
Though some publications claim that OpenAI’s generative toolkit is the basis of Apple Intelligence, whether gen AI models or services underpin the system is still unclear. Since OpenAI is mentioned as a partner on the “world model” rather than as a primary “supplier” of Apple Intelligence (much to Elon Musk’s chagrin), it appears that these models may be Apple-only.
Demos indicate that ChatGPT will be available for free and most likely under the same conditions of use, with roomier integration in Apple operating systems and apps. Apple appears to be approaching this like a plug-in version, similar to GPT-4o’s introduction of a macOS application.
The company’s refreshing emphasis on privacy appears to confirm that the incremental cost of supporting these features of Apple Intelligence is more important than profitability. Apple did not mention whether Apple Intelligence fees were covered by iCloud membership income or transferred to individual devices. If this is true, it’s a new business model issue that will impact many third-party AI providers outside of Apple.
It is unclear how the Apple Intelligence architecture maintains privacy and security while enabling contextual continuity across devices. However, this goes directly to Apple’s bifurcated strategy for executing a personalized and external AI experience.
We need to know more about how Apple will manage all of this, but it’s unquestionably a strategy that will differentiate Apple from the likes of Microsoft and Google.
Apple’s substantial smartphone market share significantly bolsters its ability to execute its Apple Intelligence capability. With a vast and loyal user base, Apple can gather extensive data to refine and enhance its AI algorithms, ensuring more personalized and efficient user experiences.
The widespread adoption of iPhones provides a robust platform for seamlessly integrating AI features across devices, fostering a cohesive ecosystem. This market dominance also attracts top talent and encourages substantial investment in AI research and development, further propelling Apple’s advancements in artificial intelligence.
Artificial intelligence has promised magic; instead, it is frequently imperfect and primarily valuable for a small number of tasks. It’s hard to blame most consumers for being skeptical. A recent study indicates that less than 10% of Americans use ChatGPT daily.
OpenAI announced a chattier version of its chatbot earlier in the year, but it didn’t have most of the features the company discussed. In addition, Google scaled back its AI image generator and the AI-powered search results after high-profile flubs this year. Amazon showed an error-prone AI-upgraded Alexa last year that is yet to be released. Those miscues aren’t Apple’s fault, and the company is usually wary of releasing products before they’re polished.
However, Apple and other companies are under tremendous pressure to show their AI expertise to investors, employees, and business partners. Skeptics might question whether AI is really targeted at consumers or if it’s mostly a corporate self-interest play.
Putting all this aside, I tend to be an optimist, and I eagerly await how this pans out. I will be an early beta tester of everything announced at WWDC24 and will focus on assessing its usefulness, intuitiveness, and privacy protections. Stay tuned.
Mark N. Vena has been an ECT News Network columnist since 2022. As a technology industry veteran for over 25 years, Mark covers numerous tech topics, including PCs, smartphones, smart homes, connected health, security, PC and console gaming, and streaming entertainment solutions. Vena is the CEO and Principal Analyst at SmartTech Research, based in Las Vegas. Email Mark.
Please sign in to post or reply to a comment. New users create a free account.
Loading …
Essential – I rely heavily on tech for health and wellness.
Very – Tech plays a significant role in my routine.
Somewhat – I use it occasionally, but it’s not crucial.
Insignificant – I rarely or never use tech for health and wellness.
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/05/project-management.jpg
https://www.technewsworld.com/story/coordinatehq-takes-the-noise-out-of-project-management-systems-179163.html
CoordinateHQ Takes the Noise Out of Project Management Systems
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/02/filmmaker.jpg
https://www.technewsworld.com/story/openais-sora-elevenlabs-and-the-end-of-video-media-as-we-know-it-179032.html
OpenAI’s Sora, ElevenLabs, and the End of Video Media as We Know It
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/05/MediaTek-sign.jpg
https://www.technewsworld.com/story/does-mediatek-have-an-identity-crisis-179195.html
Does MediaTek Have an Identity Crisis?
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/05/Acer-Chromebook-Plus-Spin-714.jpg
https://www.technewsworld.com/story/google-joins-ai-laptop-party-with-chromebook-plus-179210.html
Google Joins AI Laptop Party With Chromebook Plus
https://www.technewsworld.com/wp-content/uploads/sites/3/2022/02/developers.jpg
https://www.technewsworld.com/story/website-impersonation-scams-surge-solutions-fall-short-study-179203.html
Website Impersonation Scams Surge, Solutions Fall Short: Study
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/04/weak-password.jpg
https://www.technewsworld.com/story/brute-force-password-cracking-takes-longer-but-celebration-may-be-premature-179146.html
Brute Force Password Cracking Takes Longer, But Celebration May Be Premature
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/05/developer-happy.jpg
https://www.technewsworld.com/story/post-open-licensing-could-offer-software-devs-funding-alternatives-177371.html
Post-Open Licensing Could Offer Software Devs Funding Alternatives
https://www.technewsworld.com/wp-content/uploads/sites/3/2022/03/data-room.jpg
https://www.technewsworld.com/story/our-entire-approach-to-ai-is-flawed-179215.html
Our Entire Approach to AI Is Flawed
https://www.technewsworld.com/wp-content/uploads/sites/3/2023/09/network-engineers-code.jpg
https://www.technewsworld.com/story/more-linux-malware-means-more-linux-monitoring-177174.html
More Linux Malware Means More Linux Monitoring
https://www.technewsworld.com/wp-content/uploads/sites/3/2023/12/Wi-Fi-7.jpg
https://www.technewsworld.com/story/next-generation-wi-fi-7-standard-expected-to-be-finalized-in-early-2024-178845.html
Next-Generation Wi-Fi 7 Standard Expected To Be Finalized in Early 2024
https://www.technewsworld.com/wp-content/uploads/sites/3/2022/06/technical-controller.jpg
https://www.technewsworld.com/story/cat-phishing-living-off-the-land-fake-invoices-top-q1-cyberthreats-report-179198.html
Cat-Phishing, Living-Off-The-Land, Fake Invoices Top Q1 Cyberthreats: Report
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/05/Apple-M4-chip-badge.jpg
https://www.technewsworld.com/story/apple-muscles-up-ipad-pro-with-m4-silicon-and-tandem-oled-display-179181.html
Apple Muscles Up iPad Pro With M4 Silicon and Tandem OLED Display
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/01/SevaCare-Blood-Pressure-Monitor.jpg
https://www.technewsworld.com/story/sevacare-blood-pressure-monitor-offers-affordable-home-health-assurance-178951.html
SevaCare Blood Pressure Monitor Offers Affordable Home Health Assurance
https://www.technewsworld.com/wp-content/uploads/sites/3/2022/07/iot.jpg
https://www.technewsworld.com/story/for-infineon-ai-is-the-key-to-iots-potential-179209.html
For Infineon, AI Is the Key to IoT’s Potential
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/04/Noble-Numbat.jpg
https://www.technewsworld.com/story/upgrading-to-ubuntu-24-04-lts-noble-numbat-step-by-step-guide-177359.html
Upgrading to Ubuntu 24.04 LTS Noble Numbat: Step-by-Step Guide
https://www.technewsworld.com/wp-content/uploads/sites/3/2023/06/smart-home-future.jpg
https://www.technewsworld.com/story/qualcomm-makes-the-smart-home-work-179142.html
Qualcomm Makes the Smart Home Work
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/05/policymakers.jpg
https://www.technewsworld.com/story/think-tank-issues-guidance-for-ai-policymakers-179205.html
Think Tank Issues Guidance for AI Policymakers
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/02/mobile-app-security.jpg
https://www.technewsworld.com/story/mobile-security-firms-fortify-defenses-as-app-attacks-accelerate-179003.html
Mobile Security Firms Fortify Defenses as App Attacks Accelerate
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/04/dating-app-smartphone.jpg
https://www.technewsworld.com/story/mozilla-waves-red-flag-over-data-hungry-dating-apps-179144.html
Mozilla Waves Red Flag Over Data Hungry Dating Apps
https://www.technewsworld.com/wp-content/uploads/sites/3/2023/03/AI-chip.jpg
https://www.technewsworld.com/story/will-ai-enabled-processors-spark-a-pc-supercycle-this-year-179151.html
Will AI-Enabled Processors Spark a PC Supercycle This Year?
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/04/passkey.jpg
https://www.technewsworld.com/story/proton-adds-passkey-support-to-password-manager-knocks-big-tech-179110.html
Proton Adds Passkey Support to Password Manager, Knocks Big Tech
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/04/Beatbot-AquaSense-Pro-pool-cleaner.jpg
https://www.technewsworld.com/story/beatbot-aquasense-pro-just-in-time-for-summer-the-ultimate-robot-pool-cleaner-179122.html
Beatbot AquaSense Pro: Just in Time for Summer, the Ultimate Robot Pool Cleaner
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/01/Dysolve-Game-Lobby.jpg
https://www.technewsworld.com/story/ai-powered-software-offers-breakthrough-for-treating-dyslexia-178937.html
AI-Powered Software Offers Breakthrough for Treating Dyslexia
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/05/AI-search.jpg
https://www.technewsworld.com/story/ai-enhanced-searches-may-pose-threat-to-creators-publishers-179193.html
AI-Enhanced Searches May Pose Threat to Creators, Publishers
https://www.technewsworld.com/wp-content/uploads/sites/3/2023/08/e-waste.jpg
https://www.technewsworld.com/story/disorganization-not-cost-fuels-the-it-e-waste-crisis-178570.html
Disorganization, Not Cost, Fuels the IT E-Waste Crisis
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/04/iPhone-15-Pro.jpg
https://www.technewsworld.com/story/pundit-predicts-apple-ai-will-be-bound-to-iphone-analysts-react-179132.html
Pundit Predicts Apple AI Will Be Bound to iPhone, Analysts React
https://www.technewsworld.com/wp-content/uploads/sites/3/2023/11/law-enforcement-investigators.jpg
https://www.technewsworld.com/story/tech-coalition-launches-initiative-to-crackdown-on-nomadic-child-predators-178773.html
Tech Coalition Launches Initiative To Crackdown on Nomadic Child Predators
https://www.technewsworld.com/wp-content/uploads/sites/3/2023/12/Project-Kuiiper.jpg
https://www.technewsworld.com/story/amazons-competitor-to-musks-starlink-takes-critical-step-toward-deployment-178873.html
Amazon’s Competitor to Musk’s Starlink Takes Critical Step Toward Deployment
https://www.technewsworld.com/wp-content/uploads/sites/3/2023/06/AI-robot-in-business.jpg
https://www.technewsworld.com/story/how-to-leverage-gen-ai-without-losing-the-corporate-shirt-179123.html
How To Leverage Gen AI Without Losing the Corporate Shirt
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/01/CES-2024-Innovation-Showcase.jpg
https://www.technewsworld.com/story/10-products-from-ces-2024-that-set-the-innovation-bar-178966.html
10 Products From CES 2024 That Set the Innovation Bar
https://www.technewsworld.com/wp-content/uploads/sites/3/2022/02/microsoft-redmond.jpg
https://www.technewsworld.com/story/microsoft-hits-hard-with-ai-but-is-the-pc-the-right-platform-179207.html
Microsoft Hits Hard With AI, but Is the PC the Right Platform?
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/04/businessman-agreement.jpg
https://www.technewsworld.com/story/the-case-against-noncompete-agreements-179154.html
The Case Against Noncompete Agreements
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/05/auto-accident.jpg
https://www.technewsworld.com/story/new-dot-safety-rule-will-save-electric-car-drivers-lives-179166.html
New DOT Safety Rule Will Save Electric Car Drivers’ Lives
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/02/Tim-Cook-Vision-Pro-selfie.jpg
https://www.technewsworld.com/story/vision-pro-revives-one-and-done-app-purchases-179012.html
Vision Pro Revives One-and-Done App Purchases
https://www.technewsworld.com/wp-content/uploads/sites/3/2024/02/Apple-Vision-Pro-unboxed.jpg
https://www.technewsworld.com/story/apple-vision-pro-impressions-one-week-later-179019.html
Apple Vision Pro Impressions: One Week Later
https://www.technewsworld.com/wp-content/uploads/sites/3/2023/06/women-dont-play-emma-raz.jpg
https://www.technewsworld.com/story/women-dont-play-confronts-gender-disparity-in-the-tech-industry-178379.html
‘Women Don’t Play’ Confronts Gender Disparity in the Tech Industry
Copyright 1998-2024 ECT News Network, Inc. All Rights Reserved.
Enter your Username and Password to sign in.
