What is Apple AI? 
Apple recently introduced Apple Intelligence, a new personal intelligence system that combines the power of generative AI models with users' personal context to deliver relevant and helpful intelligence across iPhone, iPad, and Mac devices. This means Apple's AI assistant can understand and influence information about the user's data, preferences, and activities to provide more personalised and contextual assistance. Apple Intelligence is deeply integrated into iOS 18, iPadOS 18, and macOS Sequoia, allowing it to work seamlessly across all of Apple's major software platforms. It harnesses the powerful capabilities of Apple's custom silicon chips to enable advanced language understanding, image processing, and intelligent task execution across apps and services.

New Language and Writing Features

One key area where Apple Intelligence shines is language processing and writing assistance:

• Systemwide Writing Tools provide AI-powered capabilities for rewriting, proofreading, and summarising text nearly anywhere users type, whether it's emails, notes, documents, or third-party apps. This can help users express themselves more clearly and confidently.
• In Mail, features like Priority Messages surface the most important emails at the top of the inbox, while smart summaries provide an at-a-glance overview of conversations without opening individual messages. Smart Reply suggestions ensure users can quickly respond while addressing all key points.
• The Notes and Phone apps now allow audio recording, transcription, and AI-generated summaries, making it easier to capture and review important discussions or meetings.

Fun Image Creation

Image Playground Makes Communication and Self-Expression More Fun:

• This new feature allows users to create fun, expressive images in seconds by describing what they want and choosing from Animation, Illustration, or Sketch styles.
• It's integrated into apps like Messages, Notes, Keynote and open to third-party apps, making it easy to incorporate visual elements into various contexts.
• The system can even suggest image concepts personalized to the user's conversations, such as visualising friends going on a hiking trip they discussed.

Expressive Genmoji

Apple Intelligence brings emoji to a new level with Genmoji creation:

• Users can simply type a description, and the system will generate an original Genmoji matching that prompt, with additional customisation options.
• Genmoji can even be created depicting friends and family by using their photos as inputs.
• Like regular emojis, these custom Genmoji can be inserted inline in messages or used as stickers and reactions.

Enhanced Siri

The updates extend to Siri, Apple's intelligent voice assistant:

• Siri now has more advanced language understanding capabilities, allowing for more natural, contextually relevant, and personal interactions.
• It can follow along with conversations, maintaining context across multiple requests without users having to repeat information.
• Users can type to Siri as well as use voice, switching between input modes seamlessly.
• Siri can take hundreds of new actions across Apple's apps and services, as well as select third-party apps.

Apple's Approach to AI Privacy A New Standard for Privacy in AI:

• Apple is emphasising its focus on privacy with this AI rollout. Many AI models run entirely on-device to protect user data.
• For more complex requests requiring extra processing power, Apple's Private Cloud Computer system extends privacy to the cloud while enabling the use of larger AI models.
• These models run on dedicated Apple silicon servers, with data never retained or exposed. Independent experts can inspect the code for verification.

Pioneering Hardware Integration

• The latest A17 chip in iPhone 15 Pro models allows more AI capabilities to be processed locally with high performance.
• However, cloud connectivity is used to handle more data-intensive AI workloads that require greater computational resources.
• This hybrid approach combining powerful on-device and cloud processing allows Apple to deliver an optimised AI experience.

Pros:

• Apple is touting stringent privacy protections and transparency around its AI systems as a key differentiator.
• The deep integration of AI across Apple's devices and services creates a seamless, unified experience for users within its ecosystem.
• These AI capabilities have the potential to be transformative, with custom models tailored for different tasks like writing, creativity, and intelligent assistance.

Potential Cons:

• Initially, some of the flagship AI features will be limited to the latest iPhone 15 Pro models, potentially incentivising users to upgrade more frequently than typical cycles. According to a 2023 survey, 61% of iPhone users kept their previous iPhones for two years or more, with 29% holding onto their device for three years or longer. An analysis by UBS found the average age of iPhones was 21 months.
• While safeguards are in place, some personal data like location and preferences may still get transmitted to Apple's cloud for processing, which could raise privacy concerns for some. Apple demoed how the assistant can handle queries like "What are some highly rated Japanese restaurants near me that are kid-friendly and have vegetarian options?" by tapping into its knowledge base, likely requiring some personal context.There are fears that Apple may seek to monetise its intelligent services and capabilities more aggressively over time.

Usefulness Across The Board

With its diverse AI-powered capabilities spanning writing assistance, intelligent voice controls, image creation, and workflow enhancements, Apple Intelligence could benefit:

• Students and educators through note-taking, research assistance, and enabling more creative classroom activities.
• Professionals across industries by accelerating the drafting of documents, and presentations, and automating repetitive tasks.
• Creatives and artists who can use multimodal AI tools for expressive digital content creation.
• General users who want an intelligent companion to handle queries, requests, and day-to-day tasks more effortlessly.

As Apple Intelligence rolls out in the coming months, it will be a major test of whether regular consumers are ready to embrace more AI in their daily lives and trust Apple's approach to implementing it across its devices and services. The company is betting that its trademark blend of cutting-edge capabilities and privacy will resonate, potentially accelerating upgrade cycles as a result.