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Apple Intelligence is the company’s new generative AI offering

On Monday at WWDC 2024, Apple unveiled Apple Intelligence, its long-awaited, ecosystem-wide push into generative AI. As earlier rumors suggested, the new feature is called Apple Intelligence (AI, get it?). The company promised the feature will be built with safety at its core, along with highly personalized experiences.

“Most importantly, it has to understand you and be grounded in your personal context, like your routine, your relationships, your communications, and more,” CEO Tim Cook noted. “And of course, it has to be built with privacy from the ground up together. All of this goes beyond artificial intelligence. It’s personal intelligence, and it’s the next big step for Apple.”

The company has been pushing the feature as integral to all of its various operating system offerings, including iOS, macOS and the latest, visionOS.

Apple Intelligence also includes what is likely the biggest update to Siri since it was announced more than a decade ago. The company says the feature is “more deeply integrated” into its operating systems. In the case of iOS, that means trading the familiar Siri icon for a blue glowing border that surrounds the desktop while in use.

Siri is no longer just a voice interface. Apple is also adding the ability to type queries directly into the system to access its generative AI-based intelligence. It’s an acknowledgment that voice is often not the best interface for these systems.

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