Apple has officially launched its first suite of AI-powered tools, dubbed Apple Intelligence, for iPhone, iPad, and Mac users in the United States. This marks the tech giant’s entry into the rapidly evolving landscape of artificial intelligence, following the trend set off by the debut of ChatGPT nearly two years ago.
Announced in June, these generative AI tools are part of a complimentary software update. Users with compatible devices can now leverage Apple Intelligence to enhance their writing across various applications, upgrade Siri for a more intelligent and conversational experience, and improve functionalities in the Photos app. Additionally, the tools can help prioritize and summarize emails and messages.
Apple plans to incorporate ChatGPT into its offerings later this year as part of the Apple Intelligence rollout. While the initial launch is restricted to the U.S., the UK is slated to receive these tools in December, though only users of the new iPhone 16 or last year’s iPhone 15 Pro models will have access.
Interestingly, users outside the U.S. can access Apple Intelligence right away by adjusting their device and Siri settings to U.S. English. However, the timeline for a European Union launch remains uncertain, as Apple is currently navigating regulatory challenges with the EU concerning new competition rules, which could delay the availability of these tools on iPhones and iPads in that region.
On a positive note, the Mac versions of Apple Intelligence are expected to roll out in the EU despite the ongoing stand-off.
The release comes as competitors like Google and Samsung have already implemented a range of AI tools across their devices earlier this year. Apple CEO Tim Cook emphasized that the introduction of Apple Intelligence represents “a new era” for the company’s products, aiming to provide users with transformative experiences and tools.
“Apple Intelligence harnesses years of advancements in AI and machine learning, placing generative models at the heart of our devices,” Cook stated, highlighting the user-friendly design that maintains a strong emphasis on privacy.
Apple seeks to differentiate itself in the AI landscape by integrating robust privacy and security features into Apple Intelligence. Much of the machine learning processing occurs on-device, minimizing reliance on cloud-based systems.
Craig Federighi, Apple’s senior vice president of software engineering, noted the exciting capabilities Apple Intelligence unlocks, including writing enhancement tools, summarized notifications, and the ability to search photos and videos simply by describing them.
“This marks just the beginning of what we can achieve,” Federighi concluded, expressing enthusiasm for the new features and their potential impact on user experience.