News Analysis
The Gist
- Apple upgrades AI at WWDC 2024. Apple Intelligence integrates seamlessly across iOS, iPadOS and macOS.
- Privacy-first AI. Apple AI uses on-device and cloud processing for privacy.
- Enhanced user experience. AI-driven Siri and apps improve Apple device functionality.
Earlier this week, CMSWire's Scott Clark explored how Apple’s AI innovations at the Worldwide Developers Conference (WWDC 2024) are revolutionizing customer experience (“WWDC 2024: Apple Intelligence, RCS Messaging — and More”), from personalized interactions to enhanced communication tools. In this article, I will dive into the specifics of Apple Intelligence, examining how its seamless integration across Apple devices sets a new standard for AI in customer support and marketing.
The world has been watching Apple’s foray into AI. It first saw initial glimpses via Apple’s launch of its large language model, Ferret. Some speculated that Ferret would make its way into Apple’s devices. But Apple opted to make Ferret a research model, driving industry analysts to speculate what consumer-oriented announcements should be expected.
WWDC 2024 Announcements
Apple ended any speculation at this year’s Worldwide Developers Conference (WWDC 2024). WWDC usually hosts the latest device and operating systems updates, which did not disappoint with the new version of iOS, iPad, and MacOS Sequoia, the replacement for Sonoma.
But Apple upped the ante with the launch of Apple Intelligence, a generative AI assistive technology suite incorporated into Apple systems via the latest iOS, iPad and Sequoia.
Apple Intelligence not only embodies "eye-wink" branding by sharing the same initials as artificial intelligence but also illustrates how to enhance customer experiences with AI without heavily focusing on content creation, a prevalent theme among tech experts and enthusiasts promoting AI adoption. Its ChatGPT partnership through Apple Intelligence offers valuable insights for OpenAI and its competitors.
The Arrival of Apple Intelligence
Apple Intelligence is integrated into the operating systems of Apple devices, making it logical for Apple to detail its features alongside its rollout plan. This intelligence system, embedded in the iPhone, iPad and MacBook, merges generative AI models with personal context from customer usage of Apple apps. It delivers suggestions and responses that are pertinent and useful to users. According to the WWDC 2024 announcements, Apple Intelligence will be available in beta on iOS 18, iPadOS 18, and macOS Sequoia this fall in U.S. devices.
At the WWDC 2024 kickoff, Apple demonstrated how Apple Intelligence seamlessly enhances features within native apps like Siri, Mail, Notes, Photos and iMessage. With advanced language understanding, Apple Intelligence provides more relevant responses based on user behavior and ensures better integration across apps, ultimately leading to quicker task completion.
Many enhancements create compelling experiences for Apple device users. For instance, Apple Intelligence in Mail prioritizes notifications for emails relevant to recent activity within the email client.
Related Article: Apple's AI Moment Is Coming. It May Not Be Smooth
The New Apps Leverage AI
WWDC has consistently showcased new productivity apps, targeting both developer needs and highlighting Apple products. This year at WWDC 2024, the introductions emphasize how Apple Intelligence will significantly enhance those apps for consumers.
Consider the new app, MathNotes. MathNotes enables users to make real-time adjustments to calculations. During the WWDC 2024 presentation, Apple demonstrated how an equation for a visualized calculated angle can automatically adjust in real time as the user changes variable values.
Another new tool announced at WWDC 2024 is Image Wand, part of the Apple Pencil tool palette. It's designed to transform rough sketches into smoother, digitized images, enhancing the visual appeal of notes. Image Wand can also detect clear space on a note and create an image based on the context from the surrounding area.
Other new features announced at WWDC 2024 include Genmoji, an AI-driven image generator that refines your emojis for a more personalized expression. Genmoji offers a variety of element choices to reflect the user's desired image. Genmoji is part of Image Playground, an AI assistance experience that allows users to experiment and create a Genmoji of their own.
Related Article: Tim Cook's AI Moment: A Pivotal Shift at Apple
Perfect Pairing: Apple and ChatGPT Unite Like Peanut Butter With Chocolate
The most significant introduction is the integration of ChatGPT into Apple's systems, making it accessible within iOS 18, iPadOS 18 and macOS Sequoia. This integration allows users to utilize ChatGPT's image and document understanding capabilities seamlessly, without the need to switch between different tool interfaces.
Take Writing Tools, for example. This solution allows users to rewrite, proofread, and summarize text in third-party apps and Apple software such as Mail, Notes, and Pages. The Compose feature in Writing Tools leverages ChatGPT to generate suggested images in a variety of styles, complementing the user's writing.
In addition to the free version, users can access ChatGPT Plus within some applications. This offers savings by eliminating the need for a separate premium ChatGPT account for writing or image creation.
A New Siri Is Born
The big question surrounding Siri’s future was solidly answered as well. Siri, introduced 13 years ago as an assistant for iPhone and MacBook, received several updated features to better integrate with Apple device apps. Now, when users say the trigger phrase "Hey Siri," a glowing light around the device screen appears, replacing the traditional circular indicator when Siri is activated.
Users can now type their queries in addition to using the traditional voice interface. This allows users to input commands into Siri by typing when they prefer not to speak out loud. To access the text and voice interface, users simply double-tap the screen.
AI enhances Siri's performance by allowing it to utilize ChatGPT's expertise. When users ask questions, Siri can integrate responses from ChatGPT with relevant documents or photos to provide answers. Siri can address inquiries about Apple apps and third-party software features, even if the query does not fully describe the software feature.
The ChatGPT update, along with the other features, encourages Apple customers to consider Siri as an on-the-go assistant as well as an assistant for Apple services and products.
Why Apple's Strategy Balances Tech Adoption and Customer Experience
The current AI market has evolved from a trickling brook of technological novelty into a sea of solutions on a perpetual quest for a problem to solve. In the mad rush to commercialize AI, many of the tech leaders like Claude and ChatGPT have overemphasized content creation capabilities, portraying enhanced image and text capabilities as revolutionary.
Content creation capabilities are crucial for facilitating brand communication and expression, and they make using AI enjoyable. However, Apple's approach is more substantial. Instead of simply creating more media, Apple is incrementally and seamlessly reimagining its existing products. This strategy makes AI more adaptable in ways that consumers can easily understand.
Benefit delivery is a critical differentiator for tech adoption. New technology should facilitate tasks without jamming inconvenient behaviors on customers. Apple’s feature announcements aim to showcase the convenience AI can offer by automating repetitive tasks shared across applications.
Apple has also rolled out its AI suite in accordance with its commitment to privacy. The company highlighted that its AI features utilize a mix of on-device processing and Private Cloud Compute (PCC), an advanced security cloud architecture designed for scaled AI computing.
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Apple's approach to customer trust could enhance how customers perceive OpenAI. Until now, ChatGPT's demonstrations of trust have focused on prompt usage. For users of Apple devices, accessing ChatGPT will combine AI's trust-building aspects with product familiarity, eliminating the need to understand Chain of Thought prompts to see benefits. This integration mirrors tech adoption in passenger cars. In the 1980s, drivers easily transitioned to fuel-injected engines without altering their behavior, except for no longer needing to warm up the car before driving. Today, electric vehicles require significant changes to infrastructure and fueling habits. However, ChatGPT on Apple devices represents the simpler scenario, integrating seamlessly without disrupting customer usage or product familiarity.
As a result, ChatGPT's response accuracy, independent of prompt engineering, is significantly tested through its integration with Apple. This move provides Apple with a generative AI platform that is already familiar to customers and also appeals to developers, a crucial audience that Apple must continually engage to keep its ecosystem and, by extension, its customer experience delivery viable.
Final Thoughts
Criticism exists regarding Apple's innovation announced at WWDC 2024, particularly its strategy to integrate ChatGPT instead of using an in-house model like Ferret. However, such innovation questions arise annually around WWDC. Apple successfully delivered its most exciting WWDC event in years. The real test will be how sales figures for its devices perform following the launch of Sequoia and its ChatGPT integrations.
