A New Twist On Tech: What the New Apple Products Can Teach Us About the Future of Artificial Intelligence

The pace of technological change today is almost unfathomable, so it seems fitting that Apple leads the charge, and points us towards the future of artificial intelligence (AI) – a future that appears as bright and exciting as it is new and unexplored. The tools unveiled by Apple at its annual WWDC 2024 show off a company in total command: after a couple of years of slow-and-steady development, Apple has pulled ahead of the pack with its latest suite of AI-powered tools (not least of which is the utterly wonderful Genmoji, but let’s leave that for now), and is now planning the future of this new technology, with the Summarize tool leading the way. It’s not just about the tools. It’s about how we integrate AI into our lives in ways that allow for a symbiotic relationship with human users.

THE DAWN OF APPLE INTELLIGENCE: A CLOSER LOOK

In the harsh spotlights of the 2024 edition of WWSD, Apple had just announced what could be the first microstep in the AI-fication of our gadgets and gizmos. The new Apple suite of features, dubbed ‘Apple Intelligence’, would be rolling out on all iPhones and Mac computers coming with iOS 18, iPadOS 18, and macOS Sequoia.

CRAFTING PERSONALIZED DIGITAL EXPRESSIONS WITH GENMOJI

Imagine a new emoji, not reflecting an expression but an extension of you. That's what Apple is doing with Genmoji. It represents a quantum leap towards more sincere, human-like interaction in the digital age.

SUMMARIZE: CUTTING THROUGH THE NOISE

Think we live in a time-poor world? Well, think again. A few steps ahead of you is Summarise, your personal CliffNotes apparatus. It is a web feature for obtaining the gist of any written text, recorded lecture or document (yes, this is real!). Apple has positioned this as a tool for getting past the flannel and straight to the fabric, so you can get the ‘jist’ without the ‘jabber’, as it were. The word is not ‘time-saving’, but ‘time-thieving’ What’s really useful, it says here, is not saving time but understanding it.

APPLE'S STANCE ON AI: ETHICS BEFORE AUTOMATION

The Apple Intelligence ethos was introduced during a recent fireside chat between iJustine and Craig Federighi and John Giannandrea. As the tide turned against AI, so did Apple’s response: the company made it clear where it comes down on the all-consuming question of how best to use AI responsibly and ethically. You can see this in the way that Apple is using AI, with a focus on augmenting human ability and not replacing it.

CHATGPT: A STRATEGIC INTEGRATION

Yes, you’ve heard correctly: there is ChatGPT integration coming down the pipe. However, don’t expect to see Apple let the genie out of the bottle. Apple wants to see ChatGPT go where it can really help – suggestions for a recipe based on a photo, condensing a tome of a document into something readable. It will enable AI where it makes a meaningful contribution and let it be. No other company is likely to take this considered and purposeful approach.

EXPERIENCE APPLE INTELLIGENCE FIRSTHAND

For those of us who can’t wait to play with these features, the iOS 18 developer beta is now available – it works on the latest iPhones including the iPhone 15 Pro series devices, and the latest iPads and MacBooks. Apple fans, roll up! The new iOS 18 is here! It’s infused with Apple Intelligence.

UNDERSTANDING APPLE IN A NEW LIGHT

With its core values of ‘Think different’ and ‘designed around human’, Apple’s mission has always been about the exciting invention of technology, and the relentless striving to make human lives better through technology. From personal computing to reimagining what a phone could be, Apple has always been ahead of its time, leading its visionary approach by imagining the unimaginable. With AI, Apple Intelligence has gone further than ever, showing that, for Apple, AI is more than just a utility – it is a joint participant in the idealistic pursuit of reimagining how technology can truly serve humanity.

APPLE AT HEART: A COMMITMENT TO INNOVATION AND ETHICS

More than any tech company today, it’s Apple that’s showing us what innovation in this new era of technology should look like: innovative, yes, but also responsible. By introducing each new feature and function, Apple is not just changing the game; it’s setting new rules for AI to play within, rules that could make possible a future for artificial intelligence that is more shrewdly human – and more humanely driven. That’s why Apple is not just a tech giant; it’s a role model for responsible innovation in the age of AI.