On Tuesday, Apple introduced Apple Intelligence, ushering in its comprehensive integration with generative AI across its ecosystem. As speculated earlier, this new feature is dubbed Apple Intelligence (A.I., get it?). The company assured that the feature prioritizes safety and offers highly personalized experiences.
“Most importantly, it has to understand you and be grounded in your personal context, like your routine, your relationships, your communications, and more,” CEO Tim Cook emphasized at WWDC on Monday. “And of course, it has to be built with privacy from the ground up together. All of this goes beyond artificial intelligence. It’s personal intelligence, and it’s the next big step for Apple.”
Apple has emphasized the feature as being essential to its various operating systems, such as iOS, macOS, and the newest, VisionOS.
“It has to be powerful enough to help with the things that matter most to you,” Cook continued. “It has to be intuitive and easy to use. It has to be deeply integrated into your product experiences. Most importantly, it has to understand you and be grounded in your personal context, like your routine, your relationships, your communications, and more and of course, it has to be built with privacy from the ground up. Together. All of this goes beyond artificial intelligence. it’s personal intelligence. and it’s the next big step for Apple.”
SVP Craig Federighi mentioned, “Apple Intelligence is grounded in your personal data and context.” The feature leverages all the personal data that users enter into applications like Calendar and Maps.
The system is powered by large language and intelligence models. According to the company, much of the processing is performed locally, taking advantage of the latest version of Apple silicon. “Many of these models run entirely on device,” Federighi stated during the event.
However, these consumer systems do have constraints. Therefore, some complex processing must be done off the device in the cloud. In response, Apple is introducing “Private Cloud Compute” to the feature. The backend employs services that utilize Apple chips to enhance privacy for this highly personal data.
