After months of anticipation and speculation about what Apple could be doing in the world of artificial intelligence, we now have our first glimpse at the company’s approach: Apple Intelligence. Based on generative models, Apple Intelligence uses a combination of on-device and cloud processing to offer intelligence features that are personalized, useful, and secure. In today’s WWDC keynote, Tim Cook went so far as to call it “the next big step for Apple.”
From the company’s press release on Apple Intelligence:
“We’re thrilled to introduce a new chapter in Apple innovation. Apple Intelligence will transform what users can do with our products — and what our products can do for our users,” said Tim Cook, Apple’s CEO. “Our unique approach combines generative AI with a user’s personal context to deliver truly helpful intelligence. And it can access that information in a completely private and secure way to help users do the things that matter most to them. This is AI as only Apple can deliver it, and we can’t wait for users to experience what it can do.”
It’s clear from today’s presentation that Apple is positioning itself as taking a different approach to AI than the rest of the industry. The company is putting generative models at the core of its devices while seeking to stay true to its principles. And that starts with privacy.
