CUPERTINO: Apple has launched its first set of artificial intelligence features, branded “Apple Intelligence,” for its premium iPhone, iPad, and Mac devices, marking a significant step into the generative AI landscape. This release, previewed in June, comes as major tech companies like Google, Microsoft, and Amazon race to integrate ChatGPT-style technology into their offerings.
“Apple Intelligence represents generative AI in a uniquely Apple way, and we’re thrilled about its potential to enhance our users’ lives,” said Apple CEO Tim Cook in a blog post.
The new features include advanced writing tools, improved photo search capabilities, and a more conversational Siri. Additionally, Apple plans to integrate ChatGPT functionalities into its services by December. Future updates will also allow users to generate custom emojis and create images from text prompts.
Currently, these features are primarily available on the latest iPhones, iPads, and Mac computers, with support limited to US English for now. Versions in other languages, including Chinese, French, German, Italian, Spanish, and Korean, are expected to roll out over the coming year.
Due to “regulatory uncertainties,” Apple had postponed the launch of Apple Intelligence in the European Union. However, it announced that many features would soon be available in the EU on Mac computers in US English, with deployments for iPhones and iPads starting in April. Key functionalities include system-wide writing tools for rewriting and proofreading text, as well as the ability to remove unwanted objects from images.
The features are comparable to tools recently released by Meta, Microsoft, and Google. Amid rising concerns about AI safety, Apple emphasized that its technology prioritizes user privacy by processing data on-device or through a new “Private Cloud” system, ensuring personal data remains within the Apple ecosystem.
In conjunction with the AI launch, Apple also introduced a new iMac featuring Apple Intelligence.
