Insider Brief

• Apple has announced Apple Intelligence, a personal AI system integrated into the latest iPhone, iPad, and Mac models.
• The system is embedded in iOS 18, iPadOS 18, and macOS Sequoia.
• Critical Quote: “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.” — Tim Cook, Apple’s CEO
• Image: 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.

Apple has announced Apple Intelligence, a personal AI system integrated into the latest iPhone, iPad, and Mac models. This new system leverages generative models and personal context to provide users with highly relevant and practical AI-driven assistance, according to a company statement. The system is embedded in iOS 18, iPadOS 18, and macOS Sequoia, using the power of Apple silicon to understand and generate language and images, perform tasks across apps, and simplify everyday activities.

Tim Cook, Apple’s CEO, expressed enthusiasm about this innovation, stating, “Apple Intelligence will transform what users can do with our products and what our products can do for our users. 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.”

Enhanced Writing Tools

Apple Intelligence introduces new capabilities for enhancing writing and communication. Integrated systemwide in iOS 18, iPadOS 18, and macOS Sequoia, these tools help users rewrite, proofread, and summarize text in apps like Mail, Notes, Pages, and third-party apps. The Rewrite feature allows users to choose different versions of their text, adjusting the tone for various audiences and tasks. Proofread checks grammar, word choice, and sentence structure, suggesting edits that users can review or accept. Summarize enables users to condense text into digestible formats like paragraphs, bullet points, tables, or lists.

Smarter Email and Notifications

In the Mail app, Apple Intelligence introduces Priority Messages, highlighting urgent emails such as same-day invitations or boarding passes at the top of the inbox. Users can see summaries of emails without opening them and view key details in long threads with a tap. Smart Reply provides quick response suggestions and identifies questions within emails to ensure comprehensive replies.

Notifications also benefit from enhanced AI, with Priority Notifications surfacing important alerts at the top of the stack. Summaries of long or stacked notifications display key details on the Lock Screen. The new Reduce Interruptions Focus mode filters notifications to only show those needing immediate attention.

Advanced Audio and Image Features

Apple Intelligence enables users to record, transcribe, and summarize audio in the Notes and Phone apps. During a call, participants are notified when recording starts, and once the call ends, a summary of key points is generated.

The new Image Playground feature allows users to create fun images quickly in styles like Animation, Illustration, or Sketch. Integrated into apps such as Messages, Keynote, Freeform, and Pages, users can experiment with different concepts and styles. Additionally, Genmoji lets users create custom emojis by typing descriptions or using photos of friends and family.

Photos and Siri Improvements

In the Photos app, users can search for specific images using natural language and find moments within video clips. The new Clean Up tool removes distracting objects from photos without altering the subject. The Memories feature allows users to create storylines by describing their desired outcome, with Apple Intelligence selecting the best photos and videos to fit the narrative.

Siri, powered by Apple Intelligence, becomes more contextually aware and personal, with improved language understanding and the ability to follow through with complex tasks. Users can type to Siri and switch between text and voice interactions. Siri’s onscreen awareness can perform actions related to information displayed on the screen, such as adding an address from a message to a contact card.

Privacy and Security

A key component of Apple Intelligence is its commitment to privacy. Many AI models run entirely on the device, while more complex tasks use Private Cloud Compute, ensuring data remains secure. Apple guarantees that servers running these models are powered by Apple silicon, and data is never retained or exposed.

Integration with ChatGPT

Apple is also integrating ChatGPT into its platforms, allowing users to access its expertise and capabilities seamlessly. Siri can leverage ChatGPT for additional assistance, presenting answers directly to users after obtaining permission. ChatGPT will also be available in systemwide Writing Tools, helping users generate content and images. Privacy protections are built in, ensuring that user data remains secure.

ChatGPT, powered by GPT-4o, will be available later this year across iOS 18, iPadOS 18, and macOS Sequoia. Users can access it for free without creating an account, with additional features available to ChatGPT subscribers.

Apple Intelligence represents a significant step forward in making AI both practical and private, enhancing the user experience across Apple devices.