WWDC: Apple Intelligence is Apple’s big step into AI

New Delhi,UPDATED: Jun 11, 2024 00:29 IST

The big announcement is here. Apple has officially dipped its feet in the AI pool and it is calling it Apple Intelligence. At the WWDC 2024, Apple has announced that it is bringing AI to iPhones and Macs, which will allow the devices to understand and create languages, as well as images. The tech giant claims Apple Intelligence will be able to understand complex commands like asking it to show images of a particular person from a specific day. Apple executive Craig Federighi has cleverly called it "Apple Intelligence, AI for the rest of us" –– establishing the "Apple exclusivity" right there.

Apple is, of course, also talking about “doing it right” and has addressed privacy for Apple Intelligence features. Apple claims users will be in complete control of who can access the data they share with the technology or where it is stored. Apple says that when you make a request or a command, Apple Intelligence will always first analyse if it can be processed on-device or it needs to be taken to the cloud. Apple’s Craig Federighi has also spoken about Private Cloud Compute which basically ensures that the cloud is cryptographically locked to your phone and won't operate unless the software is verifiable.

Those are some very tall claims. But on to more fun stuff!

Apple Intelligence is obviously bringing some big changes to Siri. The company says "this year marks the start of a new era for Siri".

Apple says, with “their” AI, Siri is now more natural, relevant, and more personal. Activating Siri will now also have a very Android notification-like effect where you will see a glowing light wrap your screen around the corners. And if you are wondering, Siri does still sound like itself. Nothing “more natural” to that.

But here is something cool. Siri with Apple Intelligence will be able to locate a photo of your license, extract the ID number, and automatically fill it into a web form for you.

There is more where that came from

Apple Intelligence also brings a new Rewrite writing tool that can help users write cover letters and resume. The feature can also make work emails sound more friendly. But do we want to sound friendly in our work emails?

The feature that has left us a little confused is Smart Reply, which from what Apple has said at the showcase will figure out the questions you were asked in an email, so that you answer it, and then it will write that email for you? So, it's just cleaning out my writing? Like Grammarly?

In a very magic eraser way, Apple has also announced that in the Photos app, there will be a new cleanup tool that will allow you to remove distracting objects from the background of your photos. Additionally, the search feature in Photos will be more powered with Apple Intelligence, featuring natural language search and the capability to locate specific moments within video clips.

There is another interesting AI feature coming to Photos, where you can simply describe what kind of video you want and the app will create a clip using your images and clips. Apple assures all this processing happens on-device so that your photos and videos are not shared with anyone, not even Apple.

Another interesting feature, which was oddly just mentioned in the passing is on-device audio transcription and summarisation. For people who do a lot of interviews and have to take minutes of meetings, this can be a blessing.

As for availability, Federighi says Apple Intelligence will be "available for free" on all apple devices with the new updates.

And what we were all waiting for –– ChatGPT

We finally know what Tim Cook and Sam Altman discussed at that diner! ChatGPT-4o is coming to Siri. Federighi says "we're starting with the best of these" external models. Which means some more AI chatbot integrations could be coming soon. Which also means the rumours about Gemini on Apple devices may not be entirely false.

Apple has also announced that ChatGPT will be accessible for free without needing to create an account, and your requests and information won't be logged. Paid users also have access to these features.