Just days before Apple’s Worldwide Developers Conference (WWDC 2024) kicks off, Bloomberg’s Mark Gurman has given his final round of party spoiler details. The biggest one: Apple will call its long-rumored artificial intelligence play “Apple Intelligence.” (Leave it to Apple to find some way to redefine the word “AI.”) Don’t expect the company to rely on generative AI features like competitors. According to Gurman, Apple’s AI capabilities will focus on features with “broad appeal” — something that sounds more practical to me than generating psychedelic images on demand.
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Apple Intelligence will be powered by a combination of the company’s technology as well as OpenAI. Bloomberg also notes that the AI capabilities will be mostly opt-in, and we can expect Apple to tout its security capabilities since it will also rely on a combination of on-device and cloud connectivity. Previously, Apple has bragged about the iPhone’s on-device security being more effective than competitors such as Android.
As previously rumored, Gurman says Siri will be able to control apps more directly using Apple intelligence. You could potentially ask the assistant to summarize an article or edit a photo in a certain way. Notably, Apple is reportedly planning to open up this capability to third parties, and allow you to string together multiple commands – but these features won’t be available until next year.
As for other features, it seems Apple is trying to incorporate AI smartness wherever possible. Reportedly you’ll be able to create AI emojis that you can customize with text strings, and you can expect to see AI transcription in Voice Memos and more AI photo editing capabilities.
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