As AI technologies are changing the landscape for human interactions, Apple’s entrance into artificial intelligence (AI) technology is setting the mood for a show that is bound to inject some romance into the idea of interacting with smartphone software. At WWDC 2024, a new story is set to unfold: a world in which we have Apple Intelligence, or as the leader Tim Cook likes to call it, the embodiment of futuristic intelligence, Apple-style. For those who can’t wait, we are in for a chronic experience of deferral.
A recent investigation by MacRumors has unearthed what might be: a waitlist for Apple Intelligence. In the hidden mazes of the iOS 18 beta, you can find references to Apple’s internal code name for its AI system: Graymatter. You can even find a button to ‘Join the Graymatter Waiting List’. If there’s a wait, Apple is most certainly in the waitlist business. This is all part of Apple’s larger strategy for delivering on demand. Nothing in the WWDC keynote hinted at any waiting period, yet this is all part of the Apple’s gradual roll-outs mantra. It goes to the heart of how Apple approaches features. It wants to maximise the consistency and quality of experience across its ecosystem.
In Graymatter, Apple promises to embed AI into the things it already does, including AI-enhanced summaries of your notifications, image editing and a new version of Siri. Apple Intelligence will also enable generative AI with the world’s first chatbot that can have a conversation as a poo emoji (called Genmoji), as well as ‘sprouting’ images and text.
These are the slow and considered tactics of deploying Apple Intelligence, and this slow journey up the pyramid signals the overarching story of patience. The sequence of product announcements highlight Apple’s emphasis on not just meeting but exceeding the mark. Apple’s tale is not of the hurry-up offence, but of the calculated and patient three-yards-and-a-cloud-of-dust approach. As the slogan goes, good things come to those who wait.
The waitlist encourages whatever’s currently being developed, Apple Intelligence, while also establishing a clever window through which Apple can manage demand. It buys time for Apple to perfect features, squash bugs, and make sure the AI revolution is not only groundbreaking but glitch-free. For the Apple-obsessed, this might translate as a boiling impatience, but at least there’s a silver lining in the prospect of a polished rollout.
At the start of this new millennium of technologies, the announcement of Apple Intelligence signals an exciting future where interacting with our devices becomes synonymous with effortlessly enhancing simple tasks with the power of artificial intelligence, and also opens up a world of new possibilities.
WWDC, 2024. Introducing Apple Intelligence.Tim Cook: Last year we promised this moment. Today at last we deliver.Exciting video montage shows Apple employees testing Apple-branded AIs in a number of settings. These personalities represent different aspects of our humanity: creativity, playfulness, compassion. They coexist mainly in harmony. Upon occasion, they manage to bicker.Tech journalists interview each other and offer comments.Apple shake hands with Alphabet executives. Elon Musk, Mark Zuckerberg, Jeff Bezos look on.While the meme looms, the curiosity grows.What is going to happen when these three tech giants merge? Will there even be a difference?Who knows? Just wait! Then one day, Apple will deliver, and it will be a thing of beauty.
At its best, Apple has been a symphony of innovations, craft, and user-centric design. From the original iPhone to the sleek elegance of the MacBook, Apple has pushed the boundaries of what is possible in technology for decades. Now, with Apple Intelligence, the brand seeks to embark on another journey and invite users into an AI-driven future full of possibility.
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