🍎 Apples + Intelligence?

👉 The what and the why

Recently in the tech industry, AI has been taking the center stage at most conferences and investment announcements, and Apple’s WWDC keynote was no different.

During the keynote they announced a range of features, some of which include

• Apple Intelligence: The AI system will be integrated into iOS 18, iPadOS 18, and macOS 15. It will provide features such as AI-powered summarizations, reply suggestions, and a revamped Siri with improved app control

• Siri Updates: Siri will be revamped to include real-time AI transcription and summarization features, as well as improved app control

• AI-Generated Emojis: Apple will introduce AI-generated emojis and a partnership with OpenAI

• Image Playground: Users can generate playful images based on an existing image as input. Results can vary from different themes, backgrounds, and illustration styles.

These features will be available to the public as it releases in iOS 18, iPadOS 18, and MacOS Sequoia later this fall.

🔐 Privacy

With these functionalities Apple puts an emphasis on user privacy with what people have been referring to as a “cloud black box”. What this means is that a majority of queries will be done locally on-device and larger requests will be sent to an external “black box” server.

What sets this approach apart from competitors is that the information can’t be used for further AI training and even Apple employees themselves won’t have access to the data.

To combat potential user mistrust, Apple has pledged to release transparency reports outlining data usage, ensuring users are aware of how their data is being used.

However, important to note, is that while no one has intended access to the data, it still is online – which by default means it is hackable.

👉 The implications for you

While these features may at first glance feel like just another AI tech announcement, the truth is that it dramatically affects the average Apple consumer.

• Privacy: While Apple emphasizes on-device processing for enhanced privacy, some tasks will still be processed in the cloud. This means that users will need to trust Apple's cloud infrastructure and data handling practices.

• Enhanced User Experience: Apple Intelligence will make everyday tasks easier and more personalized, and a revamped Siriwith improved app control.

Furthermore, for developers actively creating software for the Apple ecosystem, these changes present an opportunity to be the first to adopt AI into their Apple software.

🔥 Our take on it

While we have seen some advancements to integrate AI into our everyday carry devices from companies such as Samsung, the truth is that it up until this has been relatively unsatifactory.

With Apple often being one of the last among tech giants to implement hot new features, them announcing these features will likely push the race forward. Tech giants are likely watching each other, seeing what the other is doing, attempting to one-up the other, and this time around will likely be no different.

With AI now inside of the Apple ecosystem, future updates are likely to not only improve on existing functionality but introduce new ones. How deep it will be integrated in for example MacOS or iPadOS remains to be seen.

Ultimately, the recent announcements from Apple's WWDC 2024 have generated significant excitement and curiosity about the company's new AI system.

A win for innovation, and opportunity for those who knows how to capitalize on it. Competitors like Samsung, Google Pixel, and HUAWEI are likely to feel the pressure and also step up to the plate.

👋 See you on Thursday!

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