AI & RoboticsNews

Apple announces Apple Intelligence, its multi-modal generative AI service for Mac, iPhone, iPad

Today at Apple, Inc.’s annual Worldwide Developer Conference (WWDC 2024) at its headquarters in Cupertino, California, the company announced its most significant generative AI effort yet: Apple Intelligence, a much-rumored new service combining multiple AI models that aims to provide personalized, private, and secure capabilities across Mac, iPhone, and iPad devices.

“It’s aware of your personal data without collecting your personal data,” said Craig Federighi, Apple’s senior vice president of Software Engineering, during the company’s keynote address, pitching the service as more private and secure than rivals by running on-device and on private clouds, depending on the AI models that are used.

“You are in control of your data, where it is stored, and who can access it,” he said.

Apple Intelligence is deeply integrated into iOS 18, iPadOS 18, and macOS Sequoia, harnessing the power of Apple silicon to understand and create language and images, take action across apps, and draw from personal context to simplify and accelerate everyday tasks.

The new AI service will be available on all these Apple systems for free later this summer.

The service leverages both large language models (LLMs) for generating and analyzing inputted text, as well as diffusion models (such as those behind popular image generators Stable Diffusion and Midjourney) for generating AI images.

One of the most appealing new features for the typical consumer is likely to be “Genmoji,” Apple’s generative-AI powered tool allowing users to create custom emoji on demand to use in Messages based on text alone, including emoji resembling their friends and family in their Contacts.

Apple is launching its own full generative AI image creation app called “Image Playground,” that will be available on its own and also within apps including Messages and Keynote (Apple’s version of PowerPoint), allowing users to generate AI imagery from text, such as an illustration for a planned or impromptu gathering with friends, which you can then drop to your contacts as an invitation or asset.

Image Playground offers users three styles for creating images: Animation, Illustration, or Sketch. Users can choose from a range of concepts from categories like themes, costumes, accessories, and places, type a description to define an image, and pick someone from their personal photo library to include in their image.

Another new capability in Notes called “Image One” analyzes handwritten or typed notes and creates an image based on what you put in.

Separately but relatedly, the Apple Photos app has been upgraded to allow you to type in a description of the kind of smart photo album you want, such as your child “learning to fish,” as well as the kind of music you want accompanying it, and Apple Intelligence will automatically scan through your photos, pick out the ones that match the prompt, and generate the photo album for you — complete with musical accompaniment.

Apple Intelligence also introduces advanced search capabilities in Photos, allowing natural language searches for specific photos, such as “Maya skateboarding in a tie-dye shirt,” or “Katie with stickers on her face.” The new Clean Up tool can identify and remove distracting objects in the background of a photo.

More capabilities of Apple Intelligence include new tools for rewriting, summarization, and recommendations across all apps, and AI image generation based on your Contacts’ photos. It further can perform app actions on its own.

Apple’s 14-year-old AI voice assistant Siri has been upgraded with significant new capabilities including the ability to accept dictated messages to send at later dates/times through Apple’s “Send Later” feature, automatically adding someone’s address from Apple Messages to their Contacts card based on a voice command alone, and automatically enhancing photos with the verbal command “Make this photo pop!”

Siri can now maintain context from one request to the next, follow along if users stumble over words, and type responses for users who prefer text communication. Additionally, Siri has a new design with an elegant glowing light that wraps around the edge of the screen when active.

For users needing assistance with device functions, Siri can now answer thousands of questions about how to perform various tasks on iPhone, iPad, and Mac. Siri can also take hundreds of new actions in and across Apple and third-party apps.

All in all, Apple debuted a long list of new AI-powered features for its signature devices, leaping it forward in the hotly-contested race for providing gen AI to the masses. With a device footprint of more than 2.2 billion worldwide, if any of these features see even a slight percentage of the total users adopting them and deploying them regularly, Apple will soon be among the largest — if not the largest — gen AI providers in the world, making for an interesting twist in the story of this emergent technology.

VB Transform 2024 returns this July! Over 400 enterprise leaders will gather in San Francisco from July 9-11 to dive into the advancement of GenAI strategies and engaging in thought-provoking discussions within the community. Find out how you can attend here.


Today at Apple, Inc.’s annual Worldwide Developer Conference (WWDC 2024) at its headquarters in Cupertino, California, the company announced its most significant generative AI effort yet: Apple Intelligence, a much-rumored new service combining multiple AI models that aims to provide personalized, private, and secure capabilities across Mac, iPhone, and iPad devices.

“It’s aware of your personal data without collecting your personal data,” said Craig Federighi, Apple’s senior vice president of Software Engineering, during the company’s keynote address, pitching the service as more private and secure than rivals by running on-device and on private clouds, depending on the AI models that are used.

“You are in control of your data, where it is stored, and who can access it,” he said.

Integration with iOS 18, iPadOS 18, and macOS Sequoia

Apple Intelligence is deeply integrated into iOS 18, iPadOS 18, and macOS Sequoia, harnessing the power of Apple silicon to understand and create language and images, take action across apps, and draw from personal context to simplify and accelerate everyday tasks.


VB Transform 2024 Registration is Open

Join enterprise leaders in San Francisco from July 9 to 11 for our flagship AI event. Connect with peers, explore the opportunities and challenges of Generative AI, and learn how to integrate AI applications into your industry. Register Now


The new AI service will be available on all these Apple systems for free later this summer.

Custom emoji and image creation tools

The service leverages both large language models (LLMs) for generating and analyzing inputted text, as well as diffusion models (such as those behind popular image generators Stable Diffusion and Midjourney) for generating AI images.

Credit: Apple, Inc.

One of the most appealing new features for the typical consumer is likely to be “Genmoji,” Apple’s generative-AI powered tool allowing users to create custom emoji on demand to use in Messages based on text alone, including emoji resembling their friends and family in their Contacts.

Credit: Apple, Inc.

Apple is launching its own full generative AI image creation app called “Image Playground,” that will be available on its own and also within apps including Messages and Keynote (Apple’s version of PowerPoint), allowing users to generate AI imagery from text, such as an illustration for a planned or impromptu gathering with friends, which you can then drop to your contacts as an invitation or asset.

Credit: Apple, Inc.

Image Playground offers users three styles for creating images: Animation, Illustration, or Sketch. Users can choose from a range of concepts from categories like themes, costumes, accessories, and places, type a description to define an image, and pick someone from their personal photo library to include in their image.

Advanced Notes and Photos features

Another new capability in Notes called “Image One” analyzes handwritten or typed notes and creates an image based on what you put in.

Credit: Apple, Inc.

Separately but relatedly, the Apple Photos app has been upgraded to allow you to type in a description of the kind of smart photo album you want, such as your child “learning to fish,” as well as the kind of music you want accompanying it, and Apple Intelligence will automatically scan through your photos, pick out the ones that match the prompt, and generate the photo album for you — complete with musical accompaniment.

Credit: Apple, Inc.

Apple Intelligence also introduces advanced search capabilities in Photos, allowing natural language searches for specific photos, such as “Maya skateboarding in a tie-dye shirt,” or “Katie with stickers on her face.” The new Clean Up tool can identify and remove distracting objects in the background of a photo.

Enhanced Siri capabilities

More capabilities of Apple Intelligence include new tools for rewriting, summarization, and recommendations across all apps, and AI image generation based on your Contacts’ photos. It further can perform app actions on its own.

Apple’s 14-year-old AI voice assistant Siri has been upgraded with significant new capabilities including the ability to accept dictated messages to send at later dates/times through Apple’s “Send Later” feature, automatically adding someone’s address from Apple Messages to their Contacts card based on a voice command alone, and automatically enhancing photos with the verbal command “Make this photo pop!”

Siri can now maintain context from one request to the next, follow along if users stumble over words, and type responses for users who prefer text communication. Additionally, Siri has a new design with an elegant glowing light that wraps around the edge of the screen when active.

For users needing assistance with device functions, Siri can now answer thousands of questions about how to perform various tasks on iPhone, iPad, and Mac. Siri can also take hundreds of new actions in and across Apple and third-party apps.

All in all, Apple debuted a long list of new AI-powered features for its signature devices, leaping it forward in the hotly-contested race for providing gen AI to the masses. With a device footprint of more than 2.2 billion worldwide, if any of these features see even a slight percentage of the total users adopting them and deploying them regularly, Apple will soon be among the largest — if not the largest — gen AI providers in the world, making for an interesting twist in the story of this emergent technology.





Author: Carl Franzen
Source: Venturebeat
Reviewed By: Editorial Team
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