What is Apple Intelligence? WWDC 2024

What is Apple Intelligence? WWDC 2024

Apple Intelligence: a personal intelligence system that integrates powerful generative models into the core of iPhone, iPad, and Mac.

Apple Intelligence
Apple Intelligence

Apple Intelligence, the company’s highly anticipated deeper push into AI, debuted at the Worldwide Developers Conference on Monday. Integrated into iOS 18, iPadOS 18, and MacOS Sequoia, it will feature enhanced integration with OpenAI’s ChatGPT technology.

AI has been integral to Apple products for years, but the rising popularity of OpenAI’s ChatGPT has brought generative AI into the spotlight. 

  • These models, trained on vast datasets, can create content responding to prompts. As competitors like Samsung, Google, and Microsoft have integrated this technology into their key products, all eyes have been on Apple. 
  • At WWDC 2024, we finally learned how Apple plans to incorporate generative AI into its offerings
Apple Intelligence
Apple Intelligence

Apple Intelligence – Siri upgrades

Siri is a central component of Apple’s AI advancements. The voice assistant becomes more natural, relevant, and personal with the latest update. Users will be able to speak in more conversational language, and Siri will understand even if they fumble their words. Thanks to its contextual understanding, Siri can handle follow-up questions with ease. Additionally, Apple’s virtual assistant will now support text input.

Siri’s capabilities are also expanding to help users navigate their iPhones more effectively, answering questions about specific features. Over the next year, more updates are expected. Siri will gain on-screen awareness, allowing it to act based on what is displayed on the phone. For instance, it could add an address to a contact card after receiving it in a text message. This feature is reminiscent of Google’s recently announced upgraded version of Gemini

Apple Intelligence - Siri upgrades
Apple Intelligence - Siri upgrades

With Apple Intelligence, Siri will be able to take hundreds of new actions in and across Apple and third-party apps. For example, a user could say, “Bring up that article about cicadas from my Reading List,” or “Send the photos from the barbecue on Saturday to Malia,” and Siri will take care of it.

Siri now offers comprehensive device support, providing answers to thousands of questions about using iPhone, iPad, and Mac. Users can learn how to perform tasks such as scheduling an email in the Mail app or switching from Light to Dark Mode, no matter where they are

Siri - Device Support
Siri - Device Support

ChatGPT integration

Apple is also collaborating with OpenAI to integrate ChatGPT into iOS 18, iPadOS 18, and MacOS Sequoia. With this partnership, Siri will be able to leverage ChatGPT’s expertise to answer specific questions. For instance, if you ask Siri what types of plants would look nice on your deck, you can snap a photo, and Siri can utilize ChatGPT to provide an answer.

Importantly, Apple ensures that users will be asked for their consent before Siri uses ChatGPT to fetch answers

Apple Intelligence - ChatGPT
Apple Intelligence - ChatGPT

Additionally, ChatGPT will be integrated into Apple’s systemwide Writing Tools, assisting users in generating content across various subjects. With the Compose feature, users can also utilize ChatGPT’s image generation tools to create images in a variety of styles, enhancing their written content

ChatGPT and writing tools
ChatGPT and writing tools

Image Playground

Apple Intelligence introduces powerful new image-creation features that enhance user communication and expression. With Image Playground, users can quickly create fun images by choosing from three styles: Animation, Illustration, or Sketch. Integrated into apps like Messages and available as a standalone app, Image Playground offers a seamless and creative experience. Users can experiment with various concepts and styles, all on-device, ensuring privacy and unlimited creativity.

Image Playground
Image Playground

In Notes, users can enhance their notes visually by accessing Image Playground via the new Image Wand in the Apple Pencil tool palette. Rough sketches can be transformed into delightful images, and users can create images in empty spaces using context from the surrounding area. Image Playground is also integrated into apps like Keynote, Freeform, and Pages, as well as third-party apps that adopt the new Image Playground API

Genmoji Creation

Taking emoji to an entirely new level, users can create an original Genmoji to express themselves. By typing a description, their Genmoji will appear with additional customization options. Users can even create a Genmoji of friends and family based on their photos. Like traditional emoji, Genmoji can be added inline to messages, shared as a sticker, or used as a reaction in a Tapback

Genmoji
Genmoji

New Features in Photos Give Users More Control

Apple Intelligence enhances photo and video searches, allowing users to find specific content using natural language, such as “Maya skateboarding in a tie-dye shirt” or “Katie with stickers on her face.” Video search is also improved, enabling users to locate specific moments within clips. The new Clean Up tool further enhances photos by identifying and removing distracting background objects without altering the main subject

What’s Next

  • ChatGPT will come to iOS 18, iPadOS 18, and macOS Sequoia later this year, powered by GPT-4o. 
  • Users can access it for free without creating an account, and ChatGPT subscribers can connect their accounts and access paid features right from these experiences.