APPLE UNVEILS APPLE INTELLIGENCE AT WWDC 2024

At its annual Worldwide Developer Conference (WWDC 2024) in Cupertino, California, today, Apple Inc officially unveiled its own generative AI technology, known as Apple Intelligence. The new multi-modal service is tailored to work across Mac, iPhone and iPad, with a generous sprinkling of personalisation and privacy.

A PARADIGM OF PRIVACY AND PERSONALIZATION

Apple Intelligence signals a new paradigm of privacy and security. As Apple VP Craig Federighi explained it, ‘It knows what you know without knowing what you know. It’s not looking at your personal data. It’s just aware of you as an individual through your device.’ Data storage and access will be fundamentally different – controlled by you, on your device, and on your private clouds.

DEEP INTEGRATION ACROSS APPLE ECOSYSTEMS

Baked into iOS 18, iPadOS 18 and macOS Sequoia, Apple Intelligence leverages the power of Apple silicon to understand and generate text and images, automate actions and tasks across apps, and use personal context to make certain daily tasks easier, for free later this summer.

CRAFTING CUSTOM EMOJIS AND IMAGES WITH EASE

Apple now offers the opportunity to create ‘Genmoji’, user-specific emojis generated through its generative AI image-making tool, to ‘spice up’ Messages conversations with your own emoji. ‘Image Playground’, Apple’s ‘in-house’ generative AI image-making app, will allow users to create AI-generated imagery from text inputs to enhance communication and presentation tools like Keynote.

REVOLUTIONIZING NOTES AND PHOTOS

‘Image One’ in the Notes app turns text notes into images. An upgraded Photos app lets users create smart photo albums from a few descriptive inputs, after which AI sorts and matches photos into coherent, memorable timelines.

SIRI REIMAGINED

Siri – Apple’s ‘personal assistant’ – gets much better. No longer asking for information, a new Siri can now dictate messages that you tell her to send later, add contacts by saying their names, enhance photos using simple voice commands, and do just about anything you can ask. With its new design, Siri is smarter and more contextually aware as it awaits your requests.

THE FUTURE OF AI AT APPLE

With these innovations, Apple not only gains greater influence in the AI space, but also reshapes the contours of the future of artificial intelligence, as it shapes new ways for Apple’s hundreds of millions of users to interact with their technology in novel, intuitive, private and personal ways. A future brought to you by Apple Intelligence.

WHAT IS APPLE?

Apple Inc. is a pioneering, vertically integrated technology company, igniting the world with its electronic, software and service innovations. With its relentless focus on user privacy, security and the environment, Apple embarks upon designing and manufacturing industry-raising devices and services comprising iPhone, iPad, Mac and, now Apple Intelligence, redefining what is achievable in our lives with technology.