Apple Enters the AI Market

Published: June 11, 2024
  • Apple Intelligence is being promoted as combining “the power of generative models with personal context”
  • The I-Phone maker announced a deal with ChatGPT-maker Open AI to use the company’s technology across Apple products

Apple introduced Apple Intelligence, its entry into the artificial intelligence (AI) race that will be used on the company’s iPhone, iPad, and Mac computers.

In the announcement on June 10 during its WWDC conference, the Cupertino, CA-based company said its system combines “the power of generative models with personal context to deliver intelligence that’s incredibly useful and relevant.”

Apple Intelligence will be available for the iPhone 15 Pro and iPads and Macs running Apple’s M1 series chips and newer later this fall.

Tim Cook Statement

“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 in a press statement. “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.”

Integrating ChatGPT

Notably, Apple is integrating Open-AI ChatGPT, allowing users to access its expertise without needing to jump between tools. The voice-activated Siri will use ChatGPT’s expertise when helpful as Apple product 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 Writing Tools, which help users generate content for anything they are writing about. With Compose, users can access ChatGPT image tools to generate images in a wide variety of styles to complement what they are writing.

Apple officials noted 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.

Private Cloud Compute

Apple says many of its generative AI models will run on-device. And with some AI needing to access the cloud, the company is developing a new cloud service called Private Cloud Compute.

According to company officials, the Private Cloud Compute servers are specially created using Apple Silicon with built-in privacy capabilities. When you make a request, Apple Intelligence determines if it can complete it using on-device processing or if it needs to connect to the cloud.

Addressing privacy concerns, Apple says it won’t store any personal information used to complete Apple Intelligence requests in the cloud.

Coming this Fall

Apple is the latest tech company to debut its generative capabilities. Microsoft announced its OpenAI-powered Bing chatbot, now called Copilot, in 2023. Google followed Microsoft’s lead with its Gemini chatbox while Meta has incorporated AI into its platform offerings via behind-the-scenes recommendation software and its Meta AI chatbot.

Apple Intelligence will become available to users’ devices sometime this September.

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