Apple has officially launched its long-anticipated suite of artificial intelligence tools, Apple Intelligence, as part of the latest software updates for iPhones, iPads, and Macs. The rollout began on Monday with the release of iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1, bringing advanced AI capabilities to compatible devices.
Apple Intelligence is available for free to users with iPhone 16, iPhone 15 Pro and Pro Max models, as well as supported iPad and Mac devices. The introduction of these generative AI tools marks Apple’s strategic move to integrate artificial intelligence deeply into its ecosystem, aiming to enhance everyday user interactions and maintain its competitive edge against tech giants like Microsoft and Google.
New AI Features Introduced
The initial release of Apple Intelligence includes several key features designed to improve writing, enhance Siri’s functionality, and upgrade the Photos app. Among these are:
Writing Tools: Integrated within applications, these tools offer enhanced proofreading, summarizing, and editing capabilities. Users can rewrite text or generate summaries with ease. The proofreading feature suggests edits and provides explanations for the proposed changes, making writing more efficient.
Siri Redesign: Siri receives a significant overhaul to become more natural and conversational. The virtual assistant now maintains context better, even if users stumble over their words, and can rephrase requests for improved understanding. Additionally, users can type to Siri, offering more flexibility in interactions.
Photos App Enhancements: The Photos app has been upgraded with a Clean Up tool that allows users to remove unwanted objects from images. Additionally, users can search for photos and videos using descriptive text, such as identifying what someone was wearing in a photo. Movie creation in Memories based on descriptions is also now possible.
Other Updates: The update introduces a new Focus option called Reduce Interruptions and adds audio and phone call transcriptions to the Notes app. Users can also record and transcribe calls, with Apple Intelligence providing summarized information.
Industry Reactions
While the introduction of Apple Intelligence has generated excitement, experts suggest that the full impact of these features will unfold over time. Angelo Zino, a technology analyst at CFRA Research, stated, “You need to wait for word of mouth to trickle through the consumer base over the next couple of quarters” before the value of the new technology becomes evident.
Despite some initial underwhelming reactions, especially from loyal Apple customers eager for more innovative features, the first set of AI tools sets the stage for future developments. Dan Ives, managing director and senior equity analyst at Wedbush Securities, commented, “This will be a multi-year AI journey that will define the future for Apple with its next generation chip architecture, hardware releases and future iPhone models built around the AI foundation that many consumers will ultimately embrace.”
Apple plans to expand Apple Intelligence with additional features expected in December’s iOS 18.2 update. These include Genmoji, allowing users to create custom emojis, Image Playground for generating cartoon-like images from text descriptions, and ChatGPT integration for Siri. Analysts like Zino believe that these forthcoming features will have a more significant impact on user engagement and Apple’s ecosystem.
Hopes for Sales Boost
The launch of Apple Intelligence comes at a time when Apple is looking to boost sales following a quieter reception for the iPhone 16. Ming-Chi Kuo, an Apple analyst with TF International Securities, noted that Apple sold approximately 37 million units of the iPhone 16 during the first weekend of pre-sales, a decline of over 12% compared to the previous year. Additionally, Apple has reduced iPhone 16 orders by about 10 million units through the end of 2024 and into 2025, forecasting production of around 80 million units for the fourth quarter of 2024.
Kuo expressed skepticism about the immediate impact of Apple Intelligence on sales, stating, “Some market participants are optimistic that Apple Intelligence could dramatically boost iPhone shipments soon. However, Apple’s recent order cuts suggest this optimistic expectation may not materialize in the short term.”
Looking Ahead
Apple Intelligence is initially available in American English, with plans to support additional languages such as French and Japanese by 2025. The company’s commitment to expanding its AI capabilities shows its dedication to staying at the forefront of tech innovation.
With the quarterly earnings report approaching, stakeholders will be closely watching how Apple Intelligence contributes to the company’s performance and its ability to reinvigorate Apple’s consumer base in a competitive AI landscape.
(Photo by Medhat Dawoud on Unsplash)
