At a time when innovation is as important to human existence as oxygenated air, Apple Inc’s technological innovations are seamlessly weaving together the daily fabric of our lives with artificial intelligence. At WWDC 2024, Apple showed us how Apple Intelligence had been unveiled and made available across its ecosystem to billions of people around the globe. Was I a visionary? Or had I fallen under the iPhone 15 Pro screen’s spell? Had I been seeing things? No. The clever screen animation was merely an imaginative representation of a wide range of Apple Intelligence capabilities available across several apps, from Notes to Messaging, and from Siri to a variety of new Photos tools.
It’s less a question of what can Apple do for you than of how they do it. Apple’s ‘humanisation’ of the interface is an embrace of the core virtues of utility Whenever you speak to the new Siri, set to ship with iOS 18, your iPhone 15 Pro or Pro Max will actually sign its words back at you, with the black bezel of the phone rippling and dancing in iridescent, voice-driven animation. (Sadly, this interface update will ship only on the iPhone 15 Pro and Pro Max, plus all M-class Macs and iPads.) Why the new model of Siri? Because, as Apple’s Craig Federighi notes, ‘the new CPUs are really the required enabler’ – older CPUs just can’t do it. Apple’s ‘humanisation’ of the interface is not an embrace or aestheticisation of humanity but rather, an embrace of the core virtues of utility.
It might be late to the generative image party, but Apple has not come half-cocked. The new Photo Cleanup feature (powered by Apple Intelligence) does so much more than basic photo editing software; it allows background distractions to be automatically taken out of the photo, adding to the way aesthetics are redefined through our pictures. But, it also is contained entirely within iPhones equipped with the A17 Pro chip, and is yet another example of how Apple is always looking to push the envelope on AI programming.
One of the most visually striking features enabled by prompts is the creation of Memory Movies – prompts that allow a user to tell a story with a cinematic reel of happy memories, combining footage of your most exciting moments helped along by Apple Intelligence. Creativity doesn’t stop at creation – it carries over into expression with the introduction of Genmojis in iMessage As usual, Apple is finding innovative ways to bring creativity and personal expression into everything we do with digital technology.
The AI features across macOS Sequoia apps including Mail and Notes also continue to shift writing assistance into the background and make it more of a contextual suggestion: although you still have to make an initial selection to switch it on, it feels like a first step to a world in which writing assistance is used to correct and contextualise as well as to curate.
the Image Wand is another masterstroke for iPad users with an Apple Pencil, showing the pinnacle of creativity in the ability to create professional illustrations from a doodle, if accompanied by a prompt to describe what it is.
We’re on the path now in the new orchards of Apple that Apple Intelligence is not just another update, it is a paradigm shift for the interface where we will connect, imagine and innovate. This is a revolution in everything Apple does, and I believe it delivers new ways to receive and give information that is so natural and immersive it will change the way technology is used by everyone.
At its core, Apple Inc. is not merely a technology company. It is a vision, realised through a tireless commitment to the innovative and the unwavering. With the launch of a new product or the release of the latest software update, it is at the forefront of the technological revolution, ensuring each new apple product is a peerless promise of the future, in the palm of your hand. From the original iPhone to Apple Intelligence, the company continues to live and breathe its credo: to improve lives via technology that is simple to use yet aesthetically superior.
And as Apple crosses into this new Apple Intelligence era, it is evident that Apple’s march is still just beginning. By every step they’re taking, Apple’s growing, dreaming technology is making reality more beautiful, more intelligent, more connected. The future is about to get even brighter.
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