Apple Intelligence, which made its full debut with the iPhone 16, is a surprisingly practical approach to AI. It’s easy to use, useful in practice, and mostly boring — a stark contrast to the Copilot+ PCs that promise a new era in computing, even featuring a dedicated AI button on the keyboard.
A Focus on Practicality Over Creativity
Apple, known for marketing its products as tools for creative work, could have offered consumers the ability to generate “photos” of imaginary objects, similar to the Google Pixel smartphones. However, the AI in the iPhone 16 takes a different route, focusing more on functionality. Instead of creative options, Apple has improved the quality of Siri, which now better understands the user’s needs and the context of conversations. The AI can sort photos into albums, gather information about objects the user points to, create meeting summaries, and use a “semantic index” to help retrieve forgotten information. This is somewhat similar to Microsoft’s Windows Recall feature, though more straightforward.
Microsoft vs. Apple: A Role Reversal?
Interestingly, it seems that Microsoft and Apple have swapped roles when it comes to AI implementation. Microsoft is promoting image generation, while Apple limits its AI to tasks like rewriting emails. Apple’s use of AI extends to previewing camera filters, but the only significant image generation feature is found in the Genmoji function — a generator of unique emojis. The system also combines users’ photos into “movies,” although this feature has been available from competitors for some time. Perhaps Apple’s approach is deliberate; focusing AI as an enhancement to existing features might avoid alienating its creative user base. Apple has equipped its devices with all the essential AI tools, leaving third-party developers to implement more sophisticated features using the A18 processors’ resources.
Privacy, Simplicity, and Future AI Updates
Apple’s senior vice president of software engineering, Craig Federighi, mentioned that “there are several generative models in your pocket on the iPhone.” However, the company seems content to let these features speak for themselves, without constantly reminding users about AI. The AI is primarily a tool to improve existing functionalities, not a full-fledged creative assistant. This restrained approach even leads to downplaying Siri’s new abilities, notes NIX Solutions. As Microsoft and Google push for more AI innovation, Apple is positioning itself as the protector of its users’ privacy, a key point in an era where consumers are increasingly wary of AI and data privacy concerns. We’ll keep you updated on any further advancements in Apple’s AI strategy.