Apple Intelligence: A Guide to Apple’s AI-In-Everything Strategy

CUPERTINO, Calif.—If I had a dollar for every time an executive said “Apple Intelligence” at its developer’s conference on Monday, I’d have a steak dinner with all the trimmings. (So, yes, about 60 times.)

After nearly two years of sitting out the generative-artificial-intelligence frenzy, Apple finally jumped in the deep end. The company is injecting AI tools throughout coming versions of its biggest platforms: iOS 18, iPadOS 18 and MacOS Sequoia. There’s a new and improved Siri you can even text with. There’s a new partnership with OpenAI that will bring ChatGPT into Apple apps. There are ways to generate new images and emojis on the fly.

The company says we’ll start seeing the features this fall, but some of the more ambitious ones might not debut until 2025.

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So what was Apple’s strategy with all these updates? To show AI integrated into the apps and products you already use—rather than powering a tacked-on perk or stand-alone chatbot. And it put a big emphasis on privacy and processing things on the device when possible.


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