From virtual chatbots to product recommendations, companies have found various ways to integrate and implement AI. Apple is no different – having just launched Apple Intelligence during their annual Worldwide Developers Conference (WWDC) this past June, which will transform mobile experiences with generative AI. From the first MacBook to the original iPhone, Apple has an impressive track record for innovation, setting the bar high for each launch of technology for the company. However, the approach to developing Apple Intelligence demonstrates the lesser-known strategies behind Apple’s success: early adoption and brand integration.  

Apple did not invent smartphone technology, but they foresaw its potential and spun it into a product that fit their iconic brand. The lesson: even if you didn’t invent it, understanding how a new technology can work for your business and brand can be just as transformative, and that’s exactly what they’ve done again with Apple Intelligence. In this post, we break down what businesses need to know about Apple Intelligence.

What is Apple Intelligence? 

Apple Intelligence is Apple’s newest take on AI, supplying the Apple ecosystem with a software suite that combines generative AI with personal context. It’s a suite of smaller AI models for different use cases combined into one package that exists on each Apple device. From generating your own emoji to automated processes like cleaning up your photos, Apple Intelligence has a slew of tasks that their AI can complete for you while providing access to Siri and a larger ChatGPT if needed.  

How does Apple Intelligence Differ from AI?  

By honing in on specialized tasks, providing personal context, and working with an on-device language model, Apple Intelligence sets itself apart from other AI models. We compare the two below:  

1. Specialized Tasks 

Apple Intelligence consists of multiple adaptive generative AI models that target various user tasks, from summarizing notifications to transforming sketches into images. Beyond the specialized everyday uses, Apple has launched a partnership with ChatGPT, allowing the user to select if they want this external model to answer more complex inquiries. This positions Apple to become good at smaller tasks while still having access to ChatGPT for more complex requests. Instead of launching its own large language model AI that involves unlimited open-ended chatting like ChatGPT, Apple Intelligence has opted to focus on the small, while allowing room for expansion. 

2. On-Device Processing  

Unlike external AI models that rely on the cloud, like Gemini or CoPilot, Apple has opted to rely heavily on an on-device processing system for its AI, running on its own Apple silicon chip. In doing so, Apple works to protect the privacy of users, running the software locally rather than risking it in a cloud model that could be hacked. With this, Apple sets itself apart from competitors who rely on their own standalone system.  

3. Personal Context 

Connecting AI with personal context is a unique integration of Apple Intelligence as most models, such as ChatGPT, don’t utilize user data unless explicitly given when communicating with the app’s AI. Rather, Apple is coordinating pre-existing, on-device iOS data and safeguarding it with Privacy Protection, an improved security system. With many customers concerned about AI stealing personal data, Apple affirms that personal data is never stored, will only be used for your requests, and will clearly be controlled by you.  

Moving Forward  

With 22% of businesses “aggressively pursuing the integration of AI” across products and workflows in 2024, the age of AI is far from over. Businesses can learn from Apple Intelligence to better understand how AI can benefit companies and customers and what it means for AI to be integrated with personal information.  

Specifically, Apple is paving the way for businesses to develop licenses and partnerships with AI, rather than launching their own standalone platform. Through this, Apple redefines what AI integration can look like for companies and encourages each business to find what works for them. This sets the tone as more companies look to integrate AI for unique use cases, whether it’s in the retail, consumer products, or life sciences industries.   

As AI continues to take the world by storm, organizations should look to review how AI tools can transform your business. Reach out to Clarkston to explore strategies on how to keep your company ahead through digital transformation.   

Contributions from Natasha Shrestha