Apple just recently announced its own take on consumer AI for iPhone, iPad, and Mac in a WWDC 2024 keynote presentation. Apple’s personal intelligence system will include many of the features that its competitors Samsung and Google already rolled out earlier this year, but with a heavy focus on on-device processing and data privacy.
Not once in the entire two-hour keynote did Craig Federighi of Apple use the term “artificial intelligence” while he talked at length about machine learning, generative models, and personal intelligence. Apple also doesn’t use the term “artificial intelligence” anywhere on its website.
A.I. Apple Intelligence
Apple refers to its machine learning-power algorithms as Apple Intelligence, a set of AI features coming to iOS 18, iPadOS 18, and macOS Sequoia. This may be a strategic choice to signal that Apple isn’t just jumping into the AI bandwagon and that Apple Intelligence is not a follow-up of Galaxy AI and Google AI.
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Apple is clearly late to the AI party. Samsung and Google have had AI integrated into their smartphones for months, while Apple Intelligence is only coming in beta this fall. Granted, Apple Intelligence is more focused on on-device processing and privacy, including the new iOS 18 privacy setting, but whether that warrants an entirely new term is debatable.
The release of the new AI-powered iPhone has led to a significant surge in Apple’s stock prices. This innovation has captured the market’s attention, showcasing Apple’s commitment to integrating advanced AI capabilities into its flagship devices, as detailed in AI-powered iPhone fuels stock surge.
Apple Has Done This Before
Apple likes to pretend that it’s the only consumer tech company in the world; that it has no competitors and that its products take no inspiration from anywhere else. Adapting an industry-standard term such as artificial intelligence would acknowledge that Apple is at least comparable to its competitors, which can be unhealthy for Apple’s bubble.
In mid-2023, Apple announced Apple Vision Pro, a virtual reality headset with eye tracking and gesture recognition. To this day, Apple refers to Vision Pro as a “special computer” and refuses to use industry-standard terms such as virtual reality (VR), augmented reality (AR), and mixed reality (MR). Vision Pro is a virtual reality headset, not unlike Meta Quest 3, but Apple will never call it that.
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Apple is gearing up to incorporate on-device AI in its next-gen iPhone features, enhancing user experience and privacy. This move marks a significant shift towards more advanced and secure technology, as detailed in Apple set to use on-device AI in next-gen iPhone features.
Apple is Playing it Cool with AI
Craig Federighi didn’t start talking about Apple Intelligence until about 65 minutes into the WWDC 2024 keynote, even though these were the most notable points in the presentation. Apple is clearly trying to get users to think that AI is not that impressive, while at the same time, attempting to eliminate the AI advantage Samsung and AI have. Can WWDC prove its mettle in AI? remains to be seen.
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There’s no denying that Apple’s AI innovations is taking consumer AI in new directions, especially with its on-device processing. But it’s only a matter of time before Samsung and Google respond with their own implementations of on-device AI. Apple Intelligence is artificial intelligence with an Apple sticker; nothing less and nothing more.
