Apple Intelligence: A New Era of Artificial Intelligence from Apple

What Is Apple Intelligence?

Apple Intelligence is an advanced artificial intelligence system introduced by Apple during the WWDC 2024 conference. It integrates with iOS 18, iPadOS 18, macOS Sequoia, watchOS 11, and visionOS 2, offering a wide range of intelligent features and tools.

Key elements of Apple Intelligence include:

• Siri Integration: Siri can now perform tasks across apps, understand context better, and provide more personalized and contextual responses.
• Writing Tools: Assist with advanced writing, text correction, notification prioritization, and generating summaries or responses.
• Image Editing & Creation Tools: Generate original visuals, personalized emojis (Genmoji), remove unwanted objects from photos, and create memory-based videos.
• Privacy & Security: Data is processed primarily on the user’s device, ensuring a high level of privacy and security.
• ChatGPT Integration: Allows content and image generation using advanced AI—directly within Apple tools, without switching platforms.

Apple Intelligence marks a new era in AI development, significantly boosting the functionality and personalization of Apple devices.

You can find more about WWDC 2024 in our dedicated article [here].

What Is Apple Intelligence and What Does It Mean for Businesses?

Apple Intelligence represents a breakthrough in how AI is implemented in mobile and desktop devices. It introduces numerous features that streamline everyday use of Apple devices like the iPhone, iPad, and Mac, offering new opportunities for personal and professional productivity.

Key Features of Apple Intelligence

Writing Tools

Writing Tools is a suite of features that assist users in writing, correcting, and summarizing text. For example, advanced AI-powered tools can:

• Generate message content and text drafts
• Fix grammatical, stylistic, and spelling errors
• Summarize long documents automatically

These tools are ideal for professionals who write emails, reports, or content daily.

Additionally, Apple Intelligence includes SEO optimization tools that analyze text for keywords and improve visibility in search engines - an invaluable feature for marketing teams and content creators.

source: apple.com

Image Playground

Image Playground allows users to generate images directly within apps such as Messages, Notes, Keynote, and Pages. Thanks to the Image Playground API, developers can integrate this functionality into their own applications—enabling users to create images without needing to host their own AI models or integrate external solutions.

Genmoji

Genmoji lets users create custom, AI-generated emoji-like graphics. Unlike standard emoji that are embedded in text, Genmoji function more like images and are sent as standalone visuals in messages.

źródło: apple.com

Siri with App Intents: A Breakthrough in AI-Powered App Integration

Siri is becoming increasingly advanced and natural in its interactions. This means it can better understand and process user commands, delivering more accurate and context-aware responses. Interacting with Siri is now smoother and more human-like than ever before.

The new capabilities offered by Siri are largely made possible through App Intents—a set of predefined intents that developers can use to integrate their apps with Siri.

Predefined App Intents

App Intents are a collection of ready-to-use functions that developers can implement in their applications. This allows Siri to perform specific actions within apps without the need to custom-code every feature from scratch.

source: apple.com

Use case examples:

• Restaurant bookings: Siri can automatically open a booking app and reserve a table for a specified time.
• Task management: Adding tasks to a list in a project management app becomes easier with voice commands.

Visibility of actions in the system

Thanks to App Intents, actions performed by Siri are more visible in different parts of the operating system, increasing their availability and usability. Here are a few places where these actions may appear:

• Spotlight: Users can find suggested app actions directly in Spotlight search results.

• Shortcuts: Creating Siri shortcuts for specific app actions becomes easier, allowing users quick access to frequently performed tasks.

• Control Center: Integration with Control Center enables users to perform app actions directly from the control center.

Examples of use:

• In-app actions: With a user command, Siri could, for example, create personalized offers for clients, change order statuses, sort and organize SKUs, or update customer data in a CRM.
• Reminders: Set location-based reminders, e.g., a reminder about groceries when entering a store.
• App suggestions: App proposals based on user habits, e.g., opening a fitness app in the morning or a relaxation app in the evening.
• Communication: Suggested iMessage replies based on the context of previous conversations. In client relations, this can be a great tool to match our communication style to the recipient, which, as we know, differs from person to person.
• Health: Analysis of health data and suggested actions, such as meditation or exercise. For example, an app could generate regular health reports for the user to review or share with their doctor, schedule medical appointments, personalize workouts and their intensity, book sports courts, and schedule training sessions.
• Calendar management: Apple Intelligence can automatically add events based on email and text messages, reducing the time needed to schedule or edit meetings and more.
• Automatic email sending: Siri could, for instance, create detailed emails based on brief user inputs like “Create a sales meeting summary using materials from file xyz and attach the offer PDF.” Then Siri would generate a comprehensive email with the summary and offer.

There are countless practical applications of Siri with Apple Intelligence. In reality, we’re only limited by developers' working hours and imagination.

The significance of Apple Intelligence for the future of development and business apps

Artificial Intelligence (AI) is becoming an increasingly integral part of our daily lives, and Siri, as Apple’s flagship voice assistant, is about to be at the forefront of this revolution. As Siri evolves, apps using its capabilities are becoming more popular and widespread. In the future, many tasks we currently do manually will be delegated to Siri, which will complete them with unprecedented efficiency.

Revolutionary task automation

For users, this means radically simplifying everyday activities. Thanks to Siri, we can expect that automating routine tasks will become the norm. For example, instead of managing calendars, reminders, or bookings manually, a short voice command to Siri will suffice. Carrying out complex operations like scheduling meetings or managing shopping lists will become easier than ever before.

A revolution in business

For businesses, integration with Apple Intelligence means tremendous opportunities to improve customer service and optimize operations. Imagine a scenario where a client has items saved in their cart but didn’t finish the transaction. Now they only need to briefly ask Siri to complete the purchase and pay with card X for home delivery. A process that normally takes 2 to 5 minutes now takes just a few seconds.

Practical use cases

• E-commerce: Siri can automate shopping processes like finalizing transactions, handling returns, or updating order status, increasing conversion rates in your e-commerce.
• Customer service: Companies can use Siri to automate customer service, from simple inquiries to more complex tasks like bookings or technical support. In mobile CRM applications, automation would allow adding and managing client relationships, helping increase sales conversion.
• Finance: Automating financial tasks such as expense tracking, budgeting, or making payments can significantly boost operational efficiency. With advanced financial analysis, users can receive detailed cost reports, forecast future spending, and receive personalized advice on company finance management.
• Task management: Siri can assist with project and task management, automatically adding, reminding, and updating task lists. It could also generate summaries of activity in tools like ClickUp over a given period, providing managers with all necessary information on what happened in the project over the last week.
• App integrations: Thanks to App Intents, it will be possible to integrate functions of different mobile apps you already have on your phone. For example, fitness apps could integrate with booking systems to reserve a tennis court at a specific time.

Impact on development and the future of business

Apple Intelligence, with Siri at the forefront, has enormous significance for the future of development and business apps. Task automation through Siri not only improves efficiency and productivity but also significantly enhances the user experience of using Apple devices and performing daily tasks. For businesses, it’s a chance to improve customer service quality and optimize processes, which can increase market competitiveness. As AI technology evolves, Siri will become an indispensable part of our daily lives, handling more and more tasks and allowing us to focus on the more important aspects of work and life.

On-device data processing – is it safe?

On-device processing is a key element of Apple’s strategy for user privacy and security. But what exactly does this mean, why does Apple use it, and is it really safe?

How does on-device processing work in Apple Intelligence?

On-device processing is a key technology in Apple Intelligence that allows data to be processed and analyzed directly on user devices like iPhones, iPads, or Macs. Here's how it works:

Local data analysis: Apple Intelligence uses built-in processors and chips, like the Apple Neural Engine (ANE), to process data. These advanced processing units are designed to perform complex AI operations like voice recognition, image analysis, and natural language processing without sending data to external servers.

Data encryption: All data processed on the device is protected using advanced encryption technologies. Data is encrypted with unique keys stored in the Secure Enclave – a separate, isolated memory area in the device that ensures a high level of security.

Use of local AI models: Apple Intelligence uses locally stored AI models that are regularly updated and optimized. As a result, these models can operate quickly and efficiently, processing data in real time without needing cloud communication.

Minimized data transfer: Only essential data requiring additional processing or syncing is sent to Apple’s private servers. For example, information needed to sync with iCloud or update AI models may be sent, but always with the highest privacy and security standards.

User data control: Users have full control over their data and can decide which apps have access to specific data. Apple provides privacy management tools that allow users to monitor and control what information is shared and how it’s processed.

Benefits of on-device processing

Increased privacy: Personal data stays on the user’s device, significantly reducing the risk of privacy breaches.

Better security: Limiting data transfers over the internet reduces the chance of interception by hackers.

Faster performance: Local data processing eliminates delays caused by transmitting data to external servers, improving app responsiveness.

Reduced server load: Local processing reduces demand on Apple’s server infrastructure, which benefits both users and Apple.

Examples of use:

Siri: Uses local processing for voice recognition and responding to voice commands in real time.

Face ID: Processes biometric data directly on the device, ensuring quick and secure authentication.

Photos: Local AI models analyze and categorize photos, enabling smart search and photo library management.

Integration of Apple Intelligence with ChatGPT

Apple has partnered with OpenAI to integrate ChatGPT with iOS 18, iPadOS 18, and macOS Sequoia, introducing a new level of AI functionality in its devices. Thanks to this integration, users can take advantage of advanced content and image generation, as well as get help from ChatGPT without switching between different tools.

How does ChatGPT work on iOS 18 and macOS Sequoia?

ChatGPT on iOS 18 and macOS Sequoia works as an integrated feature of Apple Intelligence, allowing users to leverage advanced content and image generation without switching between tools. Users can easily input voice or text queries into ChatGPT, which then processes and analyzes them, delivering intelligent and contextually relevant responses. ChatGPT can be used in various Apple apps such as Messages, Notes, Mail, Pages, and Keynote, enabling document creation, email responses, note-taking, presentation building, and content editing.

Additionally, ChatGPT can generate images on demand, which is useful in apps like Keynote and Pages. This process is carried out while maintaining high levels of privacy and security since most data processing occurs locally on the user’s device, and only necessary information is transmitted to Apple’s servers. With regular updates to AI models and processing technology, ChatGPT on iOS 18 and macOS Sequoia offers fast, accurate, and secure access to advanced AI within Apple Intelligence.

New capabilities enabled by Apple Intelligence and ChatGPT integration

Content generation: Users can use ChatGPT within Apple Intelligence to create high-quality written content for various needs, from email responses to complex documents in Pages and Keynote. AI can help improve text style, correct grammar, and suggest appropriate content based on context.

Image creation: Thanks to ChatGPT’s integration with Apple’s graphic tools, users can generate images and illustrations based on text descriptions. This is especially useful in apps like Keynote and Pages, where visual elements play a crucial role.

Assistance and support: ChatGPT can act as a personal assistant within Apple Intelligence, helping users with daily tasks. It can answer questions, assist in task planning, and even suggest solutions based on analyzed data.

Integration with Apple apps: ChatGPT is integrated with a wide range of Apple apps within Apple Intelligence, enabling seamless use of its functions across contexts. Users can leverage AI in Messages, Notes, Mail, Pages, Keynote, and many other apps, increasing their productivity and user convenience.

Seamless user experience: Integration with Apple Intelligence makes using ChatGPT intuitive and natural. Users don’t need to switch between different apps or tools – everything happens within one, consistent ecosystem.

Privacy and security

Apple and OpenAI ensure that the integration of ChatGPT with Apple devices meets the highest privacy and security standards. User data is processed locally on the device within Apple Intelligence, minimizing the risk of privacy breaches. Only necessary information is sent to Apple servers, and all operations use advanced encryption technologies to ensure that user data is safe and protected from unauthorized access.

Siri – Your personal assistant powered by Apple Intelligence

Returning to the topic, Siri can now become a much more advanced assistant. It can perform tasks in mobile apps such as booking tickets, finding book recommendations, managing contacts directly from messages, booking hotel rooms, restaurant tables, and responding to emails. Additionally, AI can prioritize notifications and generate intelligent replies to messages and emails, which is particularly useful in communication and mail management apps. These features allow users to better manage notifications and messages, saving time and increasing productivity.

Summary – what is Apple Intelligence

Apple Intelligence is an advanced AI system integrated with iOS 18, iPadOS 18, macOS Sequoia, watchOS 11, and visionOS 2. Key features include an improved Siri that can now perform tasks in apps, book tickets, manage contacts, reserve hotels, and respond to emails.

The writing tools support text improvement, notification prioritization, and response generation. Image Playground allows image generation, and Genmoji enables creating custom emojis. Data processing happens mainly on the device, ensuring high privacy and security. Integration with ChatGPT enables content and image generation and facilitates AI usage.

For businesses, this means task automation, improved customer service, and increased operational efficiency.