Apple Puts Others On Notice with Apple Intelligence: A Measured Step into AI
Apple Puts Others On Notice with Apple Intelligence: A Measured Step into AI
At WWDC 2024, Apple introduced Apple Intelligence, a suite of AI-powered features that will be integrated into iOS 18, iPadOS 18, and macOS Sequoia, the soon-to-be-released Operating systems for Apple devices – iPhone, iPad, and MacBooks. This system aims to enhance the user experience by leveraging Apple Developed generative AI models to offer a range of Intelligent Assistant features at no charge to Apple users. This blog dives into the full story behind Apple Intelligence.
Analysis – Apple Shows It is Serious About AI
Apple didn’t just launch some AI features, it launched a platform that is embedded into all of its operating systems – something others have yet to do. It is also one of the first to offer Edge computing – on-device AI powered by an Apple-developed Small Language Model (SLM). Apple’s move explains why there is such keen interest in Google (Gemini Nano) and Microsoft (Phi-3 mini). While Google and Microsoft SLMS are available, Apple is launching on-device apps – which leapfrogs the others.
Figure 1: Apple Intelligence Logo
Writing and Summarization Enhancements
Apple Intelligence offers modest improvements in re-writing and summarization capabilities. Users can expect AI-assisted email composition, document summarization, and text writing. While not groundbreaking, these features could streamline workflows for those who frequently work with text.
Figure 2: Apple Writing tools that are being introduced.
We’d note that others are charging for a writing assistant and Apple just blew that model up.
What Other AI features did Apple introduce?
There is a solid list of new AI features that Apple introduced. See Table 1 for the summary.
Automation and App Integration
Apple Intelligence aims to simplify daily tasks through automation and cross-app integration. Users may be able to create custom workflows, automate repetitive actions, or generate images from text prompts. The practical impact of these features will depend on their implementation and ease of use. This makes Siri a full assistant and really gives the highly acclaimed Google Assistant a serious challenge.
Apple Intelligence Powered by Apple LLMs
Apple Intelligence is actually going to run on-device and in the Apple Cloud. For on device , Apple has developed its own small language model and that puts it into the LLM race with others such as Google (Gemini Nano), Meta and Microsoft.
Apple is one of the first to come out of the gate with production ready AI Assistant services that will run on device. This supports Aragon’s view of edge computing where AI will run at the edge because it’s faster and also often cheaper to do so. See our Blog for more details on Apple’s LLMs).
OpenAI Collaboration: A Cautious Partnership
Apple’s collaboration with OpenAI is noteworthy, but the extent of its impact on Apple Intelligence remains unclear. While it could lead to more advanced AI capabilities in the future, Apple’s emphasis on privacy and on-device processing suggests a cautious approach to integrating third-party models.
Apple AI APIs for Developers
One of the biggest things that apple did at its worldwide developer conference is make apple AI available to all of its developers. It isn’t just apple apps that will take advantage of this new AI features developers will be able to add them too. This means that we will see millions of updated apps that will be smarter and more automated.
Bottom Line Apple Now Offers AI for the Rest of Us
While others raced out new products and services last year, Apple took its time and it shows. The level of capabilities, particularly for Image generation – are impressive and put others on notice. The biggest benefit to users will be the speed of the service and the cost – since all of the AI features launched are now bundled into the Operating System. Apple didn’t try to change the world – but what it did do – is show that AI is here and it doesn’t have to cost a lot to use.
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