News & Analysis

Apple partners with OpenAI for new intelligence platform

11th June 2024
Paige West

Apple has unveiled its latest innovation, Apple Intelligence, a personal intelligence system designed to enhance the capabilities of the iPhone, iPad, and Mac.

Integrating the power of generative models with personal context, Apple Intelligence is embedded into iOS 18, iPadOS 18, and macOS Sequoia. This system leverages Apple silicon to understand and generate language and images, streamline app interactions, and simplify everyday tasks through a private and secure framework.

Tim Cook, Apple’s CEO, announced: “We’re thrilled to introduce a new chapter in Apple innovation. 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 to help users do the things that matter most to them. This is AI as only Apple can deliver it, and we can’t wait for users to experience what it can do.”

New capabilities for understanding and creating language

Apple Intelligence introduces advanced writing tools across iOS 18, iPadOS 18, and macOS Sequoia, helping users enhance their communication. These tools include:

  • Rewrite: offers alternative versions of text to match the intended tone and audience
  • Proofread: checks grammar, word choice, and sentence structure, providing suggested edits and explanations
  • Summarise: condenses text into digestible summaries, bullet points, tables, or lists

In the Mail app, Apple Intelligence features Priority Messages, Smart Reply, and advanced thread summaries, ensuring users manage emails efficiently. Notifications benefit from Priority Notifications and summaries, reducing interruptions and highlighting critical messages.

The Notes and Phone apps now support recording, transcribing, and summarising audio, with automated notifications during calls and post-call summaries for key points.

Image playground enhances visual communication

Image Playground, powered by Apple Intelligence, allows users to create animations, illustrations, and sketches within apps like Messages, Notes, Keynote, Freeform, and Pages. Users can generate images based on descriptions, personal photos, and contextual suggestions, enhancing self-expression and creativity.

Genmoji creation

Apple Intelligence introduces Genmoji, allowing users to create personalised emoji by typing descriptions. These Genmoji can represent friends and family from photos and be used in messages or as stickers and reactions.

Enhanced photos and video features

Apple Intelligence enhances the Photos app with natural language search, improved video segment identification, and a Clean Up tool to remove background distractions. The new Memories feature uses language and image understanding to create customised stories from photos and videos, complete with thematic chapters and song suggestions from Apple Music.

Siri's new era

Siri, powered by Apple Intelligence, now offers deeper integration and richer language understanding. Users can switch between text and voice, maintain context across requests, and access device support and app actions effortlessly. Siri can perform hundreds of new actions, providing personalised responses based on on-device information.

Privacy in AI

Apple Intelligence emphasises privacy with on-device processing and Private Cloud Compute, ensuring data security while leveraging server-based models for complex requests. Independent experts can inspect the code, and cryptographic measures ensure secure communication with servers.

Integration with ChatGPT

Apple is incorporating ChatGPT into iOS 18, iPadOS 18, and macOS Sequoia, enhancing systemwide writing tools and Siri's capabilities. Users can access ChatGPT’s expertise, image tools, and content generation features without creating an account. Privacy protections ensure IP addresses are obscured, and user requests are not stored by OpenAI.

ChatGPT, powered by GPT-4o, will be available later this year, offering free access and additional features for subscribers.

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