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▲ Apple Intelligence First Look
Are Apple Playing It Safe with AI?
Matt Lok
June 11, 2024 • Estimated Reading Time: 8 minutes
Hi welcome to another edition of The Meta. This week we’re focusing on Apple’s latest WWDC event where they finally entered into the AI race. Here’s what we’ll go over.
What is Apple Intelligence?
What can Apple Intelligence do?
The Meta insights behind their AI launch. Why did they partner with OpenAI & have they been too safe?
Lastly, I’ll share with you an AI tool which is great for academic research and a bonus AI image prompt that you can use for a skincare brand.
Let’s get into it.
The Meta ▲
▲ Apple Intelligence First Look
In what is a very Apple move they didn’t just enter the AI game they rebranded it to Apple Intelligence.
But the biggest questions are what makes it intelligent?
What is Apple Intelligence?
Apple introduced Apple Intelligence which will be available on iOS 18, iPadOS 18, and macOS Sequoia at the 2024 Worldwide Developers Conference (WWDC) on 10th June 2024.
Apple is one of the biggest companies in the world & has over a billion users so a lot of eyes were on this event to see what they were bringing to the table.
Not even users will be able to access this Apple Intelligence (limited due to newer devices running their latest chips).
But it’s clear that whatever Apple releases will automatically give millions of users access to AI capabilities. It’s an exciting time but what exactly does Apple Intelligence do?
What can Apple Intelligence do?
Personal Context: Apple Intelligence can understand personal context to simplify everyday tasks. For example, it can find a photo of your license, extract your ID number, and add it to a digital form you're filling out.
Siri is more useful
Advanced Siri Capabilities: Apple Intelligence gives Siri a big boost, allowing it to understand more nuanced requests and take action on the user's behalf. For example, it can find files shared by a specific person or play a podcast sent by a family member in your messages.
Create your own AI images or emojis (Genmogi)
Image Generation: With Image Playground, users can create images by choosing from a range of concepts, typing a description, and selecting someone from their personal photo library to include in the image. You can even create your own emoji opening up endless creative possibilities.
Inbuilt proofreading & AI rewriting
Email Summaries and Smart Reply Suggestions: Apple Intelligence can summarize emails and provide smart reply suggestions based on the content of the emails. You can even have it proofread your writing to look out for spelling and grammar mistakes.
Priority notification with AI summaries
Priority Notifications: Apple Intelligence can prioritise notifications on the lock screen based on the user's preferences and context. So if your phone is set to do not disturb it will only show you high priority notifications.
ChatGPT Integration: One of the biggest announcements was that Apple Intelligence integrates ChatGPT from OpenAI, providing users with additional expertise when it might be helpful for them. This is a bold move as it allows a 3rd party company part of the core Apple OS. They even suggested they will be adding more AI models in the future as well.
The Meta Insights
▲ Apple AI Partnerships: Apple’s willingness to integrate other AI shows these AI will be treated as addons to the Apple experience. Much like browing the web you can choose a web browser - Chrome, Safari, Firefox. Keep an eye out for what other AI’s get access to Apple’s massive user base. I’d expect Apple to be working on their own solutions behind the scenes.
▲ On-Device AI: A lot of Apple Intelligence is run locally on the device. This gets you faster responses, better security, and less dependency on the cloud. Apple’s hardware has been far ahead of the competition and now they’re starting to use it.
▲ All About The User: Apple focusing on improving existing features like Siri, notifications, and email management, Apple Intelligence makes your interactions more fluid and efficient. It’s classic Apple—simple, elegant, and easy to use.
▲ Safe but Uninspiring: Apple Intelligence feels more like a cautious step than a leap. For a company known for pioneering breakthroughs, this was more about refinement than revolution. It’s reliable, user-friendly, and polished, but it doesn’t exactly blow you away. If you want to be wowed about the bleeding edge of what AI can do I’d recommend checking out OpenAI’s latest video on ChatGPT 4o
This is another big step forward for integrating AI into our lives. With Apple’s massive customer base, people will interact with AI daily.
Right now, Apple’s approach isn’t about creating a Tony Stark-like AI assistant—it’s about making everyday tasks easier and more streamlined.
It’s a safe and sensible move, but will it be enough to keep Apple ahead of the curve with all the rapid innovations in this space? Time will tell.
The Lab 🧑🔬
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🧪 AI Image Showcase
Skincare Product Showcase
Midjourney Prompt: A tube of face wash sits on top of an abstract white stone block, surrounded by succulents and concrete. The background is simple with soft lighting that highlights the texture of the product's blue bottle body and light purple cap. It is captured in a studio setting against a clean gray backdrop, giving it a minimalist yet elegant feel. This shot focuses on showcasing its sleek design and natural ingredients, making for a visually appealing advertisement photograph in the style of a minimalist studio photograph. --style raw
Image Usage Suggestion: You can use this prompt to get ideas for your own home interior design. Alternatively, if you work in interior design, architecture or construction you can use images like this for moldboard inspiration.
💌 Reply to this email with your AI image generation or suggestion of what you’d like to see and I'll feature it in a future newsletter.
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Thank you for taking the time to read today’s issue of The Meta. If you missed the last issue ▲ xAI Raises $6 Billion. But until next time.
Stay curious,
Matt Lok, Editor
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