Apple announces its big AI move called Apple Intelligence: Smarter Siri, new writing, imaging tools and more

Apple Intelligence

Apple introduced Apple Intelligence, its own take on generative AI. With iOS 18, iPadOS 18, macOS Sequoia, Apple Intelligence is the personal intelligence system which puts Apple Intelligence at the core of Apple devices. Apple says that it is deeply integrated in apps, and is high on privacy.

Apple Intelligence will enable Apple devices relies on large language models built on-device. For instance, on iPhone, Apple Intelligence brings new writing tools on various apps. It can proofread, summarise and will be available in Safari, Notes, other apps.

With Apple Intelligence, users can personalise images for conversations on iMessage or Mail. There are three image styles — Sketch, Animation and Illustration which Apple Intelligence brings.

A simple command like show Photos from a trip to Amsterdam and Apple Intelligence will summon all the photos related to it.

Apple stressed on how Apple Intelligence is built with privacy at its core. Apple says that it is "aware" of your personal data but doesn't collect any personal data. Apple also said that it is its own set of processors which power Apple Intelligence.

Apple has created Private Cloud Compute which runs on servers created on Apple silicon processors.

All Apple Intelligence features will be available later this year with iOS 18, iPadOS 18 and other software updates.

Memories in Photos lets users create the stories they want to see just by typing a description. 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.

Furthermore, a new Clean Up tool can identify and remove distracting objects in the background of a photo — without accidentally altering the subject.

Siri gets smarter

Siri, as per Apple, will become even more natural, contextually relevant, and personal with Apple Intelligence. Users can type to Siri, and switch between text and voice to communicate with Siri in whatever way feels right for the moment.