Apple launched its inaugural set of AI-powered features, “Apple Intelligence,” across its iPhone, iPad, and Mac devices on Monday, marking the company’s entry into the competitive world of generative AI. This launch follows Apple’s preview in June, signalling its commitment to AI as Google, Microsoft, and Amazon intensify their efforts.
“Apple Intelligence is generative AI in a way that only Apple can deliver, and we’re incredibly excited about its ability to enrich our users’ lives,” CEO Tim Cook shared in a blog post. The new features include advanced text editing, enhanced photo search, and an upgraded, conversational Siri.
Future updates in December will add features like custom emoji creation and text-to-image generation, with Apple prioritizing US English initially before expanding to other languages in the coming year. The capabilities are largely reserved for Apple’s latest devices, including recent iPhone, iPad, and iMac models.
To address AI safety concerns, Apple noted that its AI functions prioritise privacy by processing data on-device or via its “Private Cloud Compute” system, ensuring user data stays within the Apple ecosystem.