At this year’s WWDC 2024, Apple’s annual software-focused spectacle held in the sacred halls of Cupertino or at least streamed with much fanfare from there, the tech giant unveiled something rather bold: its own take on artificial intelligence, which it has cleverly branded as “Apple Intelligence.” Because of course it has.
Tim Cook took to the virtual stage with his usual calm aplomb to introduce Apple Intelligence, which will be woven throughout iOS 18, iPadOS 18, and macOS Sequoia. If you were wondering how Apple would enter the AI arms race without merely slapping a ChatGPT sticker on its software, well, they half did just that too. But at least they did it in a very Apple way—with privacy, polish, and several glacially paced demo videos.
Siri, Apple’s long-maligned digital assistant who was previously known more for her uncanny habit of misunderstanding everything, is allegedly smarter now. Apple promises she will understand context better, remember past interactions, and be able to actually do something useful on your behalf. She can now tap into Apple’s apps and help with tasks like finding that one photo from last summer’s trip to Portugal involving no fewer than three dogs, four friends, and a really good pastel de nata. Bold claims, especially for an entity that used to respond to complex questions with “Here’s what I found on the web.”
In possibly the most Apple move ever, the company emphasized that its AI features will process requests on-device when possible and use something called “Private Cloud Compute” when necessary, which is essentially Apple’s way of saying “your data is not our lunch.” This stands in contrast to a certain search engine parent company whose approach to privacy tends to be measured in millimeters.
And yes, Apple confirmed that ChatGPT support is coming to Siri and certain system features, though it bent over backwards to reassure everyone that this will be entirely optional and completely transparent. So yes, Apple is inviting OpenAI to the party but also wants everyone to know it has one hand firmly on the exit door just in case things get weird.
Other highlights included new customization options for iOS 18’s home screen that will allow users to move app icons wherever they please, a feature Android users have enjoyed since approximately the Bronze Age. Also, Craig Federighi, Apple’s resident hair model and software SVP, once again managed to surf through the event in a pre-recorded stunt involving him literally floating through Apple Park, fulfilling his annual obligation to quietly outshine everyone else at the company.
Apple Intelligence will roll out this fall in beta with the final release alongside iOS 18 and its companion updates. It will only be available on newer devices that can handle the computational workload, which Apple naturally framed as a triumph of efficiency and not just a nudge toward buying a newer model.
Now Siri might finally understand you when you whisper your secrets to her, assuming you have the right phone and speak clearly into the void.