In the world of technology, Apple has always taken a unique approach. While most companies enthusiastically embraced the word 'AI' and used it as a marketing badge, Apple stayed strikingly quiet. Not because they were not working with AI, but as a deliberate strategic choice: hold on to control and avoid direct comparisons with competitors.
In a presentation late last year I argued that 'AI' was a buzzword popping up everywhere, with risks of its own. Popular as it is, the term can also carry negative connotations, especially around privacy and ethics. While many companies eagerly embrace the AI label, Apple deliberately chose not to. Instead, the company introduced the same technology under different names, like Siri for its voice assistant and Touch ID for its fingerprint scanner. Those choices helped Apple keep control over how its technologies were perceived and avoided direct comparisons with the competition.
Recently, however, Apple has taken a surprising turn with the introduction of Apple Intelligence. The new platform, unveiled in the autumn of 2024, brings advanced AI capabilities to its devices but, as you would expect from Apple, in its own way. The company has cleverly reframed AI as Apple Intelligence, drawing on the strong perception of AI while keeping its brand identity intact.
What is Apple Intelligence?
Apple Intelligence is an advanced AI suite integrated into iOS 18, iPadOS 18, and macOS Sequoia. The platform combines advanced machine learning and natural language processing to deliver a more personalised, intuitive experience. Think of a Siri that is more context-aware, photos and videos that you can search using descriptions like 'Maya skateboarding in a tie-dye shirt', and full video stories assembled from your memories. Apple Intelligence also offers deep integration with tools like ChatGPT, which can help users with everything from text generation to making sense of documents and images.
What truly sets Apple Intelligence apart is the focus on privacy. While many AI systems rely on cloud-based processing, Apple sticks with on-device processing for most tasks, meaning your data stays on your own device as much as possible. Only when it is genuinely necessary does a minimal amount of data get sent to Apple's Private Cloud Compute servers, which provide the same strict privacy protections as your device.
Availability and future updates
Apple Intelligence becomes available starting with iOS 18.1, rolling out later in 2024. In the Netherlands, we can expect availability toward the end of the year on devices such as the iPhone 15 Pro, every iPad with an M1 chip or later, and Macs with Apple Silicon. Apple also plans to keep improving the platform with new updates over the coming years, so users can expect increasingly advanced features.
Conclusion
With Apple Intelligence, Apple is finally making the step toward an explicit AI integration, but as you would expect, it is on their own terms. By holding to the principles of control and distinctiveness, Apple offers its users a powerful, controlled AI experience that fits seamlessly into the existing ecosystem. The coming months will show how this new technology continues to reshape daily life, without the concerns that often come with traditional AI systems.