Apple Dives Into Generative AI With ‘Apple Intelligence’ Software

At its annual Worldwide Developers Conference (WWDC) on Monday (June 10), Apple unveiled ‘Apple Intelligence’, a new artificial intelligence (AI) software. The announcement was made by CEO Tim Cook, marking the company’s first major foray into generative AI.

Apple Intelligence includes new writing tools for summarizing and editing text, as well as image generation for photos, emojis, and GIFs. These tools can be used across both Apple apps and third-party apps. The software is designed to enhance personalization and productivity, understanding the user’s personal context, including the apps on their screen.

The company emphasized that the system is built “with privacy at the core,” using on-device intelligence to avoid sending data to the cloud. However, for more complex models that require more power than a phone can provide, Apple is launching “Private Cloud Compute.”

This service runs on servers based on Apple silicon, with the data remaining inaccessible to Apple to ensure privacy.

In addition to AI, Apple also announced new features for its various operating systems and devices. These include “Smart Script” for iPad, which improves the appearance of handwriting in notes, and “Insight” for Apple TV, which allows users to look up information about actors on screen. The company also introduced gesture support and “voice isolation” for its popular AirPods line