"Apple Intelligence" is Coming

Apple's Worldwide Developers Conference (WWDC) this month should provide an indication of what Apple is working on in the generative AI area. Apple Intelligence is said to be the branding of Apple’s AI offerings. But it seems clear enough Apple will focus on on-board processing capabilities related to smartphone apps.

Given the importance of Siri, it would not come as a surprise to hear something about Siri AI features. Other areas where Apple’s on-board processing approach could support AI could include summarization features, photo editing or chatbot features. 

All that would make sense with the arrival of iOS 18, the next major update to the iPhone operating system. 

But lots of apps should get a boost, including:

• Apple Music: Auto-generated playlists and smarter song transitions.

• Apple News: AI-generated news article summaries.

• Health: New features powered by AI

• Keynote and Pages: AI-powered features for auto-generating slides in Keynote, writing faster in Pages

• Mail: Incoming email categorization, and suggested replies to emails, as well as email thread summaries and text composition assistance.

• Messages: Per-word effects, suggested replies, custom emoji, message recaps..

• Notes: A built-in audio recording tool and audio transcriptions

• Notifications: AI-generated notification summaries.

• Photos: AI-powered photo retouching.

• Safari: Browsing assistant that can summarize web pages, and a "Web Eraser" tool.

• Spotlight: More intelligent search results and improved sorting.

• Voice Memos: Audio transcriptions.

Though Apple is widely considered to be “behind” in generative AI leadership, that perception is likely misplaced. Recall Apple’s traditional approach to technology innovation: it rarely is the “first” to deploy any new technology. Instead, it has excelled at packaging new technology in better, more user-friendly or elegant ways. 

In fact, it would have been a shock had Apple emerged early as a generative AI leader. 

Where Apple should emerge as a force is on-device AI, given its leadership in devices and device functions, where AI already has been deployed to support smartphone operations related to imaging and cameras; user voice input; voice-to-text translation or facial recognition. 

Use Case	Description
Facial Recognition (Unlocking Phones)	Faster and more secure authentication compared to server-based verification.
Image/Video Processing (Filters, Editing)	Real-time filters and effects applied directly on the device, without needing to upload and download media files.
Voice Recognition (Offline Assistants)	Offline access to voice commands for basic tasks like setting alarms or making calls.
Sensor Data Analysis (Fitness Trackers)	Real-time processing of biometric data for personalized health insights and fitness coaching.
AR/VR Applications (Overlays, Interactions)	Enhanced responsiveness and lower latency for a more immersive augmented or virtual reality experience.

The advantages of on-the-device edge processing include latency performance, battery life improvements and privacy and security, as well as the ability to work when internet connectivity is lost. 

On-Device AI Processing Advantage	Value
Faster Response Times	No need to send data back and forth to the cloud, leading to quicker results, especially for real-time applications.
Lower Power Consumption	Processing data locally reduces reliance on network connectivity, saving battery life on mobile devices.
Improved Privacy, Security	User data stays on the device, minimizing privacy concerns and potential security risks associated with cloud storage.
Offline Functionality	Works even without an internet connection, essential for situations with limited access.