GoKawiilIt wasn’t that long ago that I wrote about how Apple’s reserved AI strategy is probably its best yet. By not hemorrhaging money on AI features and tools and by focusing on hardware rather than going all-in on AI, Apple positioned itself to come out ahead while its competitors beat and batter themselves to out-innovate each other in AI.
Yeah, that’s out the window now.
During its September “Surprise and shine” event on Wednesday at Apple Park in Cupertino, California, the company opened with a discussion of AI. Not merely “intelligence” or even “Apple Intelligence,” but artificial intelligence specifically. Clearly, Apple is not timid about tying AI use to its hardware improvements. Here are the AI and Siri AI features Apple went all-in on during the event.
Welcome to the vanguard of consumer AI, Apple.
AI as core architecture
New Apple CEO John Ternus doubled down on the company’s seemingly new AI strategy. “As we look ahead, we see a future filled with enormous discovery and transformation,” he said. “AI makes entirely new kinds of experiences possible. And AI can become even more useful when it brings together your life with the apps, services and products you use every day. And this means the product at the center of your experiences becomes even more essential.”
That product at the center of your AI universe? Well, it’s an iPhone.
He called the iPhone an “intelligent personal hub,” framing it as an intersection of advanced AI capabilities and an understanding of your personal context. The system will use that context, including your calendars, contacts, routines, messages and app activity, to provide more relevant assistance to you as you go through your day.
Apple acknowledged that personalization and customization come with data privacy concerns.
During the event, Ternus emphasized that Apple Intelligence defaults to on-device processing, so your data stays with you rather than some far-off server. When extra power and capability are required, your requests extend to Private Cloud Compute, with privacy protections that ensure no one (including Apple) can access your personal data.
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