Apple Unveils "Apple Intelligence" at WWDC 2024: New AI Features for iPhone and Mac

At the WWDC 2024, Apple introduced "Apple Intelligence," a new suite of AI features designed for the iPhone, Mac, and other devices. Starting later this year, users can expect a more conversational Siri, custom AI-generated "Genmoji," and access to GPT-4o, allowing Siri to use OpenAI's chatbot when needed.

Apple Unveils "Apple Intelligence" at WWDC 2024: New AI Features for iPhone and Mac

Apple Catches Up with Competitors

Despite previously avoiding the term "artificial intelligence" in its machine learning discussions, Apple now appears to be catching up with the AI advancements made by Google, Microsoft, and others over the past year. However, as is typical with WWDC announcements, these features are expected to roll out in the fall.

Apple Intelligence Enhances App Functionality

Apple Intelligence promises to perform various tasks within apps. It will manage notifications, write text automatically, and summarize emails and other documents. It can reference one app to execute an action in another, such as playing a podcast your partner recommended.

Privacy and On-Device Processing

Privacy remains a cornerstone of Apple's strategy. The new AI features will process data on-device to ensure user privacy, requiring an A17 Pro or M-series chip. Additionally, a "semantic index" will capture personal details when needed and make them available across apps. For cloud-based AI tasks, Apple introduces the "Private Cloud," ensuring data is never stored on servers and remains inaccessible to Apple. Independent experts will verify these privacy claims.

Siri's Enhanced Capabilities in iOS 18

In iOS 18, Siri will offer a more natural conversational experience. Users can type to Siri in addition to speaking. Siri will understand context better, allowing for actions like scheduling text messages or identifying the right apps to use based on user commands.

One standout feature is Siri's "on-screen awareness." For example, users can ask Siri to enhance a photo or send a specific image to a friend. Siri will also be able to search photos for specific items, like a driver's license, and automatically fill in details on web forms, surpassing current autofill capabilities.

System-Wide Writing Assistance

Apple is introducing advanced writing suggestions and text summaries across its ecosystem. In the Mail app, users can have Siri draft messages and adjust the tone. These writing features will be available wherever text input is possible, making composing emails and messages more efficient.

Genmoji and Image Generation

"Genmoji," Apple's new AI feature, will create emoji-like reactions on the fly. This ensures users can always find the perfect emoji. Another addition, "Image Playground," will allow users to generate images across various apps. Developers can also access an API to incorporate Image Playground into their applications.

In the Photos app, AI enhancements will improve search functionality, allowing users to find images based on activities, like a person doing cartwheels. New features similar to Google’s Magic Eraser will enable users to remove unwanted elements from photos seamlessly.

Integration with OpenAI

Apple's partnership with OpenAI brings ChatGPT 4o to iOS, macOS, and iPadOS later this year. Siri will turn to this chatbot when it cannot fulfill a request, but only with user permission. Apple plans to start with OpenAI’s chatbot but aims to support other AI models in the future.


Apple's introduction of "Apple Intelligence" at WWDC 2024 marks a significant step forward in integrating AI across its devices. With enhanced functionalities, improved privacy measures, and a focus on user experience, Apple aims to provide a robust AI ecosystem that rivals its competitors. As these features roll out later this year, users can look forward to a more intelligent and intuitive interaction with their Apple devices.

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