In 2024, it's pretty safe to say that everyone has become aware of the impact Apple made when it released its first iPhone in 2007; to bring things to more recent years, let’s look at some of the impacts Apple made that sent shockwaves through the tech industry.
One example was the discontinuation of the iPhone 5s in 2020. While it might seem like a normal product lifecycle update, the iPhone 5s still had a loyal following due to its durability and classic design. This unexpected move by Apple showed it was willing to move on from popular models to focus on the future.
Another example is not a product announcement, but a shift in technology. Also in 2020, Apple announced they would transition their Macs away from Intel processors and over to their own custom-designed M1 chips. This was a major shock, as Intel had been the dominant force in computer processors for decades.
The move proved successful in the end, though, with the M1 chips offering improved performance and battery life.
Now, Apple sent another shockwave through the tech industry with the recent announcement of Apple Intelligence ("AI" in another sense), a personal intelligence system designed to transform the user experience across iPhone, iPad and Mac.
Apple Intelligence builds upon the foundation of powerful generative models. What sets Apple Intelligence apart is its emphasis on personal context. By understanding your habits, preferences, and the content you interact with, the system aims to deliver intelligent features that are not just powerful, but truly relevant to your individual needs.
Writing Tools Redefined
One of the features of Apple Intelligence is the suite of Writing Tools. Integrated within iOS 18, iPadOS 18 and macOS Sequoia, these tools offer a shift in how users interact with text. With Writing Tools, a simple prompt allows users to rewrite emails in a formal style, preserving the original message while ensuring a clear and impactful tone.
But that’s not all Writing Tools does. Struggling to find the right words? The built-in proofreading functionality checks grammar, word choice and sentence structure. For those prone to verbose emails, the summarization feature condenses the message into key points.
Siri Gets Smarter
Apple Intelligence isn't just about text. Siri, Apple's virtual assistant, also received a boost. Through Apple Intelligence, Siri understands natural language with greater nuance, which allows for more natural and fluid conversations. Siri can now follow the context of requests by remembering previous interactions and adapting its responses accordingly.
For example, you ask Siri about the weather for a location mentioned in a recent calendar event. With Apple Intelligence, Siri understands the context and provides the specific forecast you need.
This awareness extends to on-screen content as well. Siri can analyze information displayed on your device and take actions based on your prompts. Need to save a friend's new address from a text message? Simply tell Siri to "add this address to their contact card," and Apple Intelligence handles the rest.
Image Generation and Beyond
Apple Intelligence also injects a dose of creativity into digital life. A new feature called "Image Playground" allows users to create custom emojis based on text descriptions. Craving a T-Rex riding a surfboard emoji? Image Playground can generate it in seconds. This playful tool also allows users to create unique images based on themes, locations and even personal photos.
Privacy by Design
In an era of heightened privacy concerns, Apple assures users that Apple Intelligence is built with privacy at its core. All processing happens directly on the device, utilizing the power of Apple silicon. This ensures your data never leaves your device. Personal information is safeguarded.
“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. “Our unique approach combines generative AI with a user’s personal context to deliver truly helpful intelligence. This is AI as only Apple can deliver it, and we can’t wait for users to experience what it can do.”
Whether it's streamlining communication, enhancing creativity or simply understanding your needs better, Apple Intelligence is sure to make a big impact on the future of intelligent and intuitive computing.
Edited by
Alex Passett
