Setting a new standard for privacy in AI, Apple Intelligence
understands personal context to deliver intelligence that is
helpful and relevant
Apple® today introduced Apple Intelligence™, the personal
intelligence system for iPhone®, iPad®, and Mac® that combines the
power of generative models with personal context to deliver
intelligence that’s incredibly useful and relevant. Apple
Intelligence is deeply integrated into iOS 18, iPadOS® 18, and
macOS® Sequoia. It harnesses the power of Apple silicon to
understand and create language and images, take action across apps,
and draw from personal context to simplify and accelerate everyday
tasks. With Private Cloud Compute, Apple sets a new standard for
privacy in AI, with the ability to flex and scale computational
capacity between on-device processing and larger, server-based
models that run on dedicated Apple silicon servers.
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Apple Intelligence — the personal
intelligence system for iPhone, iPad, and Mac — combines the power
of generative models with personal context to deliver intelligence
that’s useful and relevant to the user. (Photo: Business Wire)
“We’re thrilled to introduce a new chapter in Apple innovation.
Apple Intelligence will transform what users can do with our
products — and what our products can do for our users,” said Tim
Cook, Apple’s CEO. “Our unique approach combines generative AI with
a user’s personal context to deliver truly helpful intelligence.
And it can access that information in a completely private and
secure way to help users do the things that matter most to them.
This is AI as only Apple can deliver it, and we can’t wait for
users to experience what it can do.”
New Capabilities for Understanding and Creating
Language
Apple Intelligence unlocks new ways for users to enhance their
writing and communicate more effectively. With brand-new systemwide
Writing Tools built into iOS 18, iPadOS 18, and macOS Sequoia,
users can rewrite, proofread, and summarize text nearly everywhere
they write, including Mail, Notes, Pages®, and third-party
apps.
Whether tidying up class notes, ensuring a blog post reads just
right, or making sure an email is perfectly crafted, Writing Tools
help users feel more confident in their writing. With Rewrite,
Apple Intelligence allows users to choose from different versions
of what they have written, adjusting the tone to suit the audience
and task at hand. From finessing a cover letter, to adding humor
and creativity to a party invitation, Rewrite helps deliver the
right words to meet the occasion. Proofread checks grammar, word
choice, and sentence structure while also suggesting edits — along
with explanations of the edits — that users can review or quickly
accept. With Summarize, users can select text and have it recapped
in the form of a digestible paragraph, bulleted key points, a
table, or a list.
In Mail, staying on top of emails has never been easier. With
Priority Messages, a new section at the top of the inbox shows the
most urgent emails, like a same-day dinner invitation or boarding
pass. Across a user’s inbox, instead of previewing the first few
lines of each email, they can see summaries without needing to open
a message. For long threads, users can view pertinent details with
just a tap. Smart Reply provides suggestions for a quick response,
and will identify questions in an email to ensure everything is
answered.
Deep understanding of language also extends to Notifications.
Priority Notifications appear at the top of the stack to surface
what’s most important, and summaries help users scan long or
stacked notifications to show key details right on the Lock Screen,
such as when a group chat is particularly active. And to help users
stay present in what they’re doing, Reduce Interruptions is a new
Focus that surfaces only the notifications that might need
immediate attention, like a text about an early pickup from
daycare.
In the Notes and Phone apps, users can now record, transcribe,
and summarize audio. When a recording is initiated while on a call,
participants are automatically notified, and once the call ends,
Apple Intelligence generates a summary to help recall key
points.
Image Playground Makes Communication and Self-Expression Even
More Fun
Apple Intelligence powers exciting image creation capabilities
to help users communicate and express themselves in new ways. With
Image Playground, users can create fun images in seconds, choosing
from three styles: Animation, Illustration, or Sketch. Image
Playground is easy to use and built right into apps including
Messages. It’s also available in a dedicated app, perfect for
experimenting with different concepts and styles. All images are
created on device, giving users the freedom to experiment with as
many images as they want.
With Image Playground, users can choose from a range of concepts
from categories like themes, costumes, accessories, and places;
type a description to define an image; choose someone from their
personal photo library to include in their image; and pick their
favorite style.
With the Image Playground experience in Messages, users can
quickly create fun images for their friends, and even see
personalized suggested concepts related to their conversations. For
example, if a user is messaging a group about going hiking, they’ll
see suggested concepts related to their friends, their destination,
and their activity, making image creation even faster and more
relevant.
In Notes, users can access Image Playground through the new
Image Wand in the Apple Pencil® tool palette, making notes more
visually engaging. Rough sketches can be turned into delightful
images, and users can even select empty space to create an image
using context from the surrounding area. Image Playground is also
available in apps like Keynote®, Freeform®, and Pages, as well as
in third-party apps that adopt the new Image Playground API.
Genmoji Creation to Fit Any Moment
Taking emoji to an entirely new level, users can create an
original Genmoji to express themselves. By simply typing a
description, their Genmoji appears, along with additional options.
Users can even create Genmoji of friends and family based on their
photos. Just like emoji, Genmoji can be added inline to messages,
or shared as a sticker or reaction in a Tapback®.
New Features in Photos Give Users More Control
Searching for photos and videos becomes even more convenient
with Apple Intelligence. Natural language can be used to search for
specific photos, such as “Maya skateboarding in a tie-dye shirt,”
or “Katie with stickers on her face.” Search in videos also becomes
more powerful with the ability to find specific moments in clips so
users can go right to the relevant segment. Additionally, the new
Clean Up tool can identify and remove distracting objects in the
background of a photo — without accidentally altering the
subject.
With Memories, users can create the story they want to see by
simply typing a description. Using language and image
understanding, Apple Intelligence will pick out the best photos and
videos based on the description, craft a storyline with chapters
based on themes identified from the photos, and arrange them into a
movie with its own narrative arc. Users will even get song
suggestions to match their memory from Apple Music®. As with all
Apple Intelligence features, user photos and videos are kept
private on device and are not shared with Apple or anyone else.
Siri Enters a New Era
Powered by Apple Intelligence, Siri® becomes more deeply
integrated into the system experience. With richer
language-understanding capabilities, Siri is more natural, more
contextually relevant, and more personal, with the ability to
simplify and accelerate everyday tasks. It can follow along if
users stumble over words and maintain context from one request to
the next. Additionally, users can type to Siri, and switch between
text and voice to communicate with Siri in whatever way feels right
for the moment. Siri also has a brand-new design with an elegant
glowing light that wraps around the edge of the screen when Siri is
active.
Siri can now give users device support everywhere they go, and
answer thousands of questions about how to do something on iPhone,
iPad, and Mac. Users can learn everything from how to schedule an
email in the Mail app, to how to switch from Light to Dark
Mode.
With onscreen awareness, Siri will be able to understand and
take action with users’ content in more apps over time. For
example, if a friend texts a user their new address in Messages,
the receiver can say, “Add this address to his contact card.”
With Apple Intelligence, Siri will be able to take hundreds of
new actions in and across Apple and third-party apps. For example,
a user could say, “Bring up that article about cicadas from my
Reading List,” or “Send the photos from the barbecue on Saturday to
Malia,” and Siri will take care of it.
Siri will be able to deliver intelligence that’s tailored to the
user and their on-device information. For example, a user can say,
“Play that podcast that Jamie recommended,” and Siri will locate
and play the episode, without the user having to remember whether
it was mentioned in a text or an email. Or they could ask, “When is
Mom’s flight landing?” and Siri will find the flight details and
cross-reference them with real-time flight tracking to give an
arrival time.
A New Standard for Privacy in AI
To be truly helpful, Apple Intelligence relies on understanding
deep personal context while also protecting user privacy. A
cornerstone of Apple Intelligence is on-device processing, and many
of the models that power it run entirely on device. To run more
complex requests that require more processing power, Private Cloud
Compute extends the privacy and security of Apple devices into the
cloud to unlock even more intelligence.
With Private Cloud Compute, Apple Intelligence can flex and
scale its computational capacity and draw on larger, server-based
models for more complex requests. These models run on servers
powered by Apple silicon, providing a foundation that allows Apple
to ensure that data is never retained or exposed.
Independent experts can inspect the code that runs on Apple
silicon servers to verify privacy, and Private Cloud Compute
cryptographically ensures that iPhone, iPad, and Mac do not talk to
a server unless its software has been publicly logged for
inspection. Apple Intelligence with Private Cloud Compute sets a
new standard for privacy in AI, unlocking intelligence users can
trust.
ChatGPT Gets Integrated Across Apple Platforms
Apple is integrating ChatGPT access into experiences within iOS
18, iPadOS 18, and macOS Sequoia, allowing users to access its
expertise — as well as its image- and document-understanding
capabilities — without needing to jump between tools.
Siri can tap into ChatGPT’s expertise when helpful. Users are
asked before any questions are sent to ChatGPT, along with any
documents or photos, and Siri then presents the answer
directly.
Additionally, ChatGPT will be available in Apple’s systemwide
Writing Tools, which help users generate content for anything they
are writing about. With Compose, users can also access ChatGPT
image tools to generate images in a wide variety of styles to
complement what they are writing.
Privacy protections are built in for users who access ChatGPT —
their IP addresses are obscured, and OpenAI won’t store requests.
ChatGPT’s data-use policies apply for users who choose to connect
their account.
ChatGPT will come to iOS 18, iPadOS 18, and macOS Sequoia later
this year, powered by GPT-4o. Users can access it for free without
creating an account, and ChatGPT subscribers can connect their
accounts and access paid features right from these experiences.
Availability
Apple Intelligence is free for users, and will be available in
beta as part of iOS 18, iPadOS 18, and macOS Sequoia this fall in
U.S. English. Some features, software platforms, and additional
languages will come over the course of the next year. Apple
Intelligence will be available on iPhone 15 Pro, iPhone 15 Pro Max,
and iPad and Mac with M1 and later, with Siri and device language
set to U.S. English. For more information, visit
apple.com/apple-intelligence.
Apple revolutionized personal technology with the introduction
of the Macintosh in 1984. Today, Apple leads the world in
innovation with iPhone, iPad, Mac, AirPods, Apple Watch, and Apple
Vision Pro. Apple’s six software platforms — iOS, iPadOS, macOS,
watchOS, visionOS, and tvOS — provide seamless experiences across
all Apple devices and empower people with breakthrough services
including the App Store, Apple Music, Apple Pay, iCloud, and Apple
TV+. Apple’s more than 150,000 employees are dedicated to making
the best products on earth and to leaving the world better than we
found it.
NOTE TO EDITORS: For additional information visit Apple Newsroom
(www.apple.com/newsroom), or email Apple’s Media Helpline at
media.help@apple.com.
© 2024 Apple Inc. All rights reserved. Apple, the Apple logo,
Apple Intelligence, iPhone, iPad, Mac, iPadOS, macOS, Pages, Apple
Pencil, Keynote, Freeform, Tapback, Apple Music, and Siri are
trademarks of Apple. Other company and product names may be
trademarks of their respective owners.
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version on businesswire.com: https://www.businesswire.com/news/home/20240610414067/en/
Cat Franklin Apple cfranklin3@apple.com
Jacqueline Roy Apple jacqueline_roy@apple.com
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