Apple Intelligence, the company’s answer for Google Gemini and Microsoft Copilot didn’t show many tricks that weren’t already on these other platforms. But it excelled in two areas, integration and privacy.
This technology was announced Monday in a prerecorded Apple World Wide Developers Conference presentation. It uses a lot of personal data to perform AI functions.
In the presentation, Apple Vice President for Software Engineering Craig Federighi stated that “there are some very impressive chat tools available today. These tools perform a wide range of tasks based on world knowledge. However, these tools do not know much about you or your specific needs.” With iOS 18, iPadOS 18 and macOS Sequoia we embark on a journey to bring intelligence that understands your needs.
Apple Intelligence, he said, can be used to create and understand language as well as images and to take actions to simplify interactions between devices and apps. It can prioritize notifications and offer writing tools for rewriting, summarizing, and proofreading text.
Tim Bajarin is the president of Creative StrategiesSan Jose is home to a technology consulting firm.
He told TechNewsWorld, “It is a unique approach.” Apple is the sole company capable of doing this, as they are the only ones who control the hardware and software in their system.
AI Personalized
Mark N. Vena is the president and principal analyst of SmartTech Research Apple Intelligence, according to Apple in Las Vegas is all about personalized experiences.
He told TechNewsWorld that people have focused on ChatGPT, and other AI applications to find publicly available content. Apple believes that Apple Intelligence’s real value is in how it is used by users to create a highly personalized and customized experience.
“Apple Intelligence” will provide a variety of applications that will appeal to the average consumer.
He declared, “They’ve laid down the gauntlet.” “They are saying that in order to make AI accessible to the general public, it must be personalized, customizable, with meaningful applications, as well as having a privacy component.
Private Cloud Compute
Federighi said that the processing of Apple’s system for personal intelligence is done on devices. Apple Intelligence can be aware of your personal data even if you don’t collect it.
Not all processing is possible locally. Some tasks will need to be done in the cloud. Apple’s “Private Cloud Compute” allows Apple devices and servers to be connected to enhance processing.
Federighi explained that “these Apple silicon servers offer privacy and security from the silicon up. They draw on the security features of the Swift programming languages and run software with built-in transparency.”
Apple Intelligence analyses your request and determines if it is able to be processed by the device, he added. “If it requires more computational power, it can use Private Cloud Compute. It will only send the data relevant to your task for processing on Apple silicon servers. Apple will never store or make your data available to them.
“And just like on your iPhone, independent experts are able to inspect the code which runs on these server in order to verify that this privacy promise is being kept,” he added.
“If Private Cloud Compute does what it says, then that’s a good effort, and it differentiates Apple well,” Eric Abbruzzese is a director of research at ABI ResearchTechNewsWorld spoke with, an Oyster Bay-based technology advisory firm.
Vena was impressed by Apple’s attention to detail in building the privacy basis for Apple Intelligence at the presentation. He said: “If you take a look at the various usage models they showed, they had to access emails and texts, so it was crucial to convince people privacy is at their core in the way that they approach AI.”
Apple’s servers do not receive all AI requests. OpenAI ChatGPT has also been added to the mix. Siri could decide that ChatGPT would be able to provide the best answer for a particular query. Siri will then ask for permission to send your query to OpenAI’s chatbot.
Bajarin said that Apple got OpenAI’s agreement to not record users’ requests. No personal data will be sent to ChatGPT without your permission. “It is a very secure approach.”
Apple’s AI
Ross Rubin, principal analyst with Reticle ResearchApple Intelligence, according to a New York City consumer technology consulting firm, allows the company to use its processors for more than just rendering video and playing games faster.
He told TechNewsWorld: “It helps them improve their privacy posture by allowing them to use more AI models.” Apple Intelligence may be interacting with a large amount of personal data but it will not use that information.
He said, “This is AI according to Apple’s terms.”
He continued, “Nobody will say that this is the first time AI has done it.” “The way they have integrated it into their applications represents a comprehensive approach we’ve never seen before.”
Anshel sag is a senior researcher with Moor Insights & StrategyA technology analyst and advisory company based in Austin Texas agreed.
He told TechNewsWorld that they are not doing anything novel, but the integration of their platform is excellent and compelling. “And they are telling a strong computer and privacy story, which is consistent with what Apple has always done.”
He said, “What they announced was similar to what other companies are doing but not on this scale.” Apple Intelligence offers a more seamless integration than other companies, but with a slightly Apple-specific twist. It’s nothing particularly revolutionary.”
You Get More Than Value-Add
Abbruzzese pointed out that Apple approached AI the same way it approached other products.
They’re never the first to market. He said that they try to be the very best. It’s still too early to tell if the team is the best but I was impressed by the cohesiveness of the announcement. “Everything was nicely put together.”
“I didn’t feel the same for other players,” said he. “AI has always felt like an add-on to something else. It wasn’t as well integrated.”
He continued, “Every AI feature Apple has announced works across the entire ecosystem.” “We’ve never seen such a broad-reaching integration before.” Microsoft Copilot has a lot of power, but doesn’t feel quite as integrated with the Windows ecosystem as Apple Intelligence.
