Apple Intelligence has landed, giving Siri the ChatGPT treatment and adding new AI-powered features and functions
Apple’s 2024 Worldwide Developers Conference marked the debut of Apple Intelligence, the company’s long-awaited riposte to Silicon Valley’s current AI obsession
With Google and Microsoft recently using their big annual keynotes to double down on their commitment to AI in all its forms, it wasn’t hugely surprising to find that Apple has just done the same at their 2024 Worldwide Developers Conference.
Enter, Apple Intelligence
Called, naturally, Apple Intelligence, the company claims its approach will set ‘new standard[s] for privacy in AI,’ as it rolls out a ‘personal intelligence system’ for the iPhone, iPad and Mac. Microsoft recently got a lot of flack for announcing powerful AI features without fully considering their privacy implications, so it’s not surprising to find Cupertino treading more carefully with features like ‘Private Cloud Compute’.
Put simply, Apple Intelligence wants to keep AI processing locked down in a secure circuit between your Apple device and the company’s own servers, banishing any worries of third parties swooping in to learn from your data. The first fruits of the tech will be language-centric models to help with writing and proofing, a systemwide set of ‘Writing Tools’ that is not app-dependent.
Apple Intelligence forms the backbone of an overhauled Siri, which becomes a far more intuitive voice companion. Keen to regain the crown of most personal AI assistant, part of Siri’s glow up includes ChatGPT integration across all the new operating systems, without the need for a ChatGPT account. The newest build of Apple’s desktop OS, macOS Sequoia, will incorporate all these advances, as will the latest version of iOS, 18, the new iPadOS 18 and watchOS 11.
Mail will be scanned to foreground the most important messages (i.e. date or time dependent), and the same will happen for Notifications. Apple Intelligence has all this and more, such as the new audio transcription function in Notes. An AI-powered creativity app, Image Playground, taps into the thirst for image creation, as well as generative emojis, and an ‘Image Wand’ tool that can transform your circled scribbles into something more presentable.
The Photos app now has a similar background object removal tool as Google’s Pixel series, and the Memories function will whip up ‘the best photos and videos based on a user’s description, craft a storyline, and arrange it all into a movie with its own narrative arc.’
These features are all baked into to iOS 18, which also offers unprecedented levels of user control over the look and feel of their device and icon placement. On top of this, there’s the new ‘Messages via satellite function,’ which uses encrypted satellite connectivity to communicate when there’s no WiFi or cell service. The old school Keychain app has been replaced by a new password manager, called simply Passwords, and new privacy measures include the ability to lock and hide apps. Much of this functionality was also present in iPadOS 18, including the customisation options.
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
There were also new updates to the evergreen AirPods, further integrating Siri into the device (nod or shake your head silently to respond to Siri when using the AirPods Pro), along with the addition of Voice Isolation, designed to strip out intrusive background noise.
Apple doubled down on their commitment to the Vision Pro headset, with the announcement of an upgraded visionOS 2 and the launch of the spatial computing device in the Far East, Australia and parts of Europe. Elsewhere, Apple Watch received health-centric updates including the new Vitals app to oversee and track your sleep health, and the new watchOS 11 has better customisation features, including the ability to stack different layers of information.
We’re entering a new era of auto responses, smart summaries and transcriptions as the big tech companies throw AI functionality at every aspect of our digital lives. Where technology was once something to master and learn to manipulate, the new breed of Smart OS won’t just hold your hand, it’ll check your pulse, remember the milk, screen your calls and improve your penmanship, all without asking. Are we ready to cede our hard-won expertise to a machine that’s always one-step ahead, powered by the supposed wisdom of the crowds?
Apple WDC2024, more information at Apple.com
Jonathan Bell has written for Wallpaper* magazine since 1999, covering everything from architecture and transport design to books, tech and graphic design. He is now the magazine’s Transport and Technology Editor. Jonathan has written and edited 15 books, including Concept Car Design, 21st Century House, and The New Modern House. He is also the host of Wallpaper’s first podcast.
-
This year's best luxury Christmas hampers for festive celebrations
The best Christmas hampers are a classic gift for a reason: everyone loves receiving a basket of beautifully curated pantry fillers just in time for the festivities. Here are our top picks for 2024
By Rosie Conroy Published
-
17 questions for Michael Kiwanuka
As he prepares to release his fourth album 'Small Changes', we ask Michael Kiwanuka some of life's important questions
By Charlotte Gunn Published
-
Inside ‘M&OTHERS’, the experimental exhibition dissecting the relationship between fashion and motherhood
A new exhibition at Modemuseum Hasselt, Belgium explores the rarely examined link between fashion and motherhood, in all its forms
By Dal Chodha Published
-
Apple’s Alan Dye and Molly Anderson discuss the design of Apple Watch Series 10
In addition to the Apple Watch Series 10, Apple has also introduced a new black titanium finish for the premium Apple Watch Ultra 2; here’s what’s new
By Nick Compton Published
-
Nothing explodes its mid-range masterpiece to create the Nothing Phone (2a) Plus
We get our hands on the new Nothing Phone (2a) Plus, an upgraded and enhanced smartphone that promises a better photographic experience, smarter software and more
By Jonathan Bell Published
-
Watch Steve Jobs give a keynote at the 1983 International Design Conference in Aspen
The latest publication from The Steve Jobs Archive captures Apple’s co-founder giving a typically iconoclastic performance to a 1980s audience of design
By Jonathan Bell Published
-
The new Beats Pill: exclusive interview with Apple’s Oliver Schusser
Oliver Schusser, an Apple Vice-President, is in town to talk Pills, thrills and heartaches. We sat down to explore the Beats portable music strategy
By Craig McLean Published
-
Radio alarm clocks round-up: wake up to these clever bedside companions
Our selection of the best new radio alarm clocks, from smart speakers to compact DAB boxes and more
By Jonathan Bell Published
-
CMF by Nothing launches its first phone, and an update of its talented smartwatch
The new CMF Phone 1 is joined by next-generation versions of its CMF Buds Pro 2 and the excellent CMF Watch Pro 2
By Jonathan Bell Published
-
Microsoft’s new Surface Laptop 7 and Surface Pro 11 bring Copilot AI to the device
We explore another venture into consumer-grade AI, courtesy of Microsoft’s two new dedicated Copilot+ PCs, the Surface Laptop and Surface Pro
By Jonathan Bell Published
-
Is Google’s Gemini AI the best way of getting the most out of our machines?
From summaries to lists of suntan lotion and swimsuits, Google reckons Gemini can save us all time and effort. We dig into new uses for AI
By Jonathan Bell Published