Apple unveils its new AI: Apple Intelligence, integrating across its ecosystem for a personalized user experience.

During WWDC 2024, Apple unveiled Apple Intelligence, its highly anticipated venture into GenAI that spans across its ecosystem. Apple CEO Tim Cook summarized the vision behind Apple Intelligence, stating, “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.”

Apple Intelligence will be embedded in iOS, macOS, and visionOS, transforming how users interact with their devices. The system processes data locally on Apple silicon-powered devices, ensuring that much of the AI work is done without leaving the user’s device. For more demanding tasks, Apple’s Private Cloud Compute handles the heavy lifting, maintaining user privacy.

A major highlight is the revamped Siri, which now allows users to type queries in addition to using voice commands. This makes Siri more versatile and capable of handling complex requests. With App Intents, Siri will integrate more deeply with Apple’s native apps and, eventually, third-party applications, significantly enhancing its functionality.

Innovative tools like Genmoji and Image Playground are also part of Apple Intelligence. Genmoji enables users to create custom emojis through a simple text input, while Image Playground facilitates on-device image generation integrated into apps like Messages and Keynote. The Image Wand tool for Apple Pencil also lets users create images by circling text.

Apple has partnered with OpenAI to bring ChatGPT functionality into its ecosystem, powered by GPT-4. This integration provides advanced text and image generation capabilities without requiring additional user accounts or fees, with an option to upgrade for premium features.