iOS 18 AI boost could be called 'Apple Intelligence'

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in iOS edited June 2024

Apple's name for its big AI push at WWDC could be quite simple, with it reportedly called "Apple Intelligence."

Smartphone displaying a colorful, glowing sphere on its screen against a geometric purple background. The device's side buttons are visible.
Apple's AI changes will probably arrive with the iPhone 16.



Apple is widely thought to be making more of an effort to introduce AI into customer lives. Monday's WWDC could end up being the first real opportunity for Apple to demonstrate what is coming to users in the future, possibly this fall.

As part of the ongoing AI frenzy, Bloomberg reported on Friday that Apple will be deeply integrating AI into its main apps and OS features. It will do so while maintaining privacy and security for user data.

The name of the initiative is the oddly highly marketable "Apple Intelligence," the report claims. The name is simple and doesn't specifically mention AI as part of it, but the two-word phrase does use the acronym "AI."

Apple Intelligence will be made available on its main platforms, including new versions of iOS, iPadOS, and macOS, a person "familiar with the plans" told the publication.

Most of Friday's report repeats Apple's artificial intelligence efforts that we exclusively reported on. There are a few interesting tidbits repeated, though.

The reported agreement with OpenAI may result in a chatbot that works in a similar style to ChatGPT, the report adds.

AI will apparently take up half the keynote presentation, and will cover a wide array of elements.

Apple's AI introduction will supposedly focus more on features with a broad appeal than on flashier elements, such as image or video generation. It will all be powered using Apple's technology and tools from OpenAI.

Both on-device and cloud-based processing will be employed, depending on how tough the task at hand is. That will be decided by a new algorithm, with added security included in its cloud operations.

Summarization will be the main benefit to users, especially in the Safari browser. Meeting note, AI transcribing, and conversational summaries will be on the way, it's claimed, along with reply suggestions.

Updates to reminders and notifications are also apparently on the way.

Siri, a core part of Apple's intelligent interactions, will be revamped with the use of large language models. More precise control of apps using Siri is apparently planned, though they may not arrive until 2025.

AI will also be included in the Photos app, adding more capabilities to the tool. This includes editing images with enhancements, or to remove unwanted elements using generative AI.

Developers also stand to benefit from the AI gold rush, with Xcode expected to include features to help programmers code automatically.

Away from AI, Apple is anticipated to include an updated interface to the Control Center and Settings app. More text effects in iMessage could be on the way too, along with a new passwords app, new audio enhancements, and more navigation options in Freeform.

Rumor Score: Likely

Read on AppleInsider

Comments

  • Reply 1 of 9
    Ironically someone in one of the comments sections made a joke calling it Apple Intelligence. I guess Bloomberg reads out comments on AI
    nubusblastdoorAfarstarssfe11byronlScot1watto_cobra
     7Likes 0Dislikes 0Informatives
  • Reply 2 of 9
    nubusnubus Posts: 685member
    At this point I'm almost ready to have Apple bring back the butterfly and name it "Knowledge Navigator" or "Apple Knowledge Services".
    edited June 2024
    byronlwilliamlondon
     1Like 0Dislikes 1Informative
  • Reply 3 of 9
    ssfe11ssfe11 Posts: 116member
    (A)pple (I)ntelligence ….that is so cool!
    edited June 2024
    byronlwatto_cobra
     2Likes 0Dislikes 0Informatives
  • Reply 4 of 9
    AppleZuluapplezulu Posts: 2,272member
    This seems plausible, though the ubiquity of the AI acronym is a double-edged sword. In some ways Apple could benefit by coopting the familiar abbreviation. The downside is the fact that, even as Apple positions itself to be the responsible, secure and ethical purveyor of artificial intelligence technology, if they use the un-trademarkable "AI" moniker, it will be more difficult to differentiate themselves from other artificial intelligence brands that are unconcerned with security, ethics or reputation. 

    Or maybe marketing could lean into the potential confusion, with slogans like "It's not just AI, it's Apple Intelligence," or "Don't settle for just any AI, make sure it's Apple Intelligence."
    CrossPlatformFroggerwatto_cobra
     2Likes 0Dislikes 0Informatives
  • Reply 5 of 9
    MisterKitmisterkit Posts: 521member
    Great way to own a generic term with no hassles. Smart on Apple.
    watto_cobra
     1Like 0Dislikes 0Informatives
  • Reply 6 of 9
    nubusnubus Posts: 685member
    AppleZulu said:
    Or maybe marketing could lean into the potential confusion, with slogans like "It's not just AI, it's Apple Intelligence," or "Don't settle for just any AI, make sure it's Apple Intelligence."
    Look at the list of trademarks by Apple: https://www.apple.com/legal/intellectual-property/trademark/appletmlist.html
    1.  "Intelligence" is a very long word, and it is non-descriptive. Face ID, Touch Bar, Ceramic Shield, TrueDepth, CarPlay, Dynamic Island... short, short words, and clear.
    2. Including "Apple" into a product served by Microsoft Azure running MS OpenAI is a PR disaster. We will have Justin Long commercials for a decade.
    3. US can't even handle "Robert" without doing a short version. Apple Intelligence will be AI and then it will be pointless as a trademark.
    4. It must be able to support variants just like Retina. Pro, Super, Real,..
    williamlondonrobin huberdewmeCrossPlatformFrogger
     3Likes 0Dislikes 1Informative
  • Reply 7 of 9
    mikethemartianmikethemartian Posts: 1,542member
    I have no doubt.
    byronlwilliamlondon
     1Like 0Dislikes 1Informative
  • Reply 8 of 9
    Xedxed Posts: 2,967member
    nubus said:
    AppleZulu said:
    Or maybe marketing could lean into the potential confusion, with slogans like "It's not just AI, it's Apple Intelligence," or "Don't settle for just any AI, make sure it's Apple Intelligence."
    Look at the list of trademarks by Apple: https://www.apple.com/legal/intellectual-property/trademark/appletmlist.html
    1.  "Intelligence" is a very long word, and it is non-descriptive. Face ID, Touch Bar, Ceramic Shield, TrueDepth, CarPlay, Dynamic Island... short, short words, and clear.
    2. Including "Apple" into a product served by Microsoft Azure running MS OpenAI is a PR disaster. We will have Justin Long commercials for a decade.
    3. US can't even handle "Robert" without doing a short version. Apple Intelligence will be AI and then it will be pointless as a trademark.
    4. It must be able to support variants just like Retina. Pro, Super, Real,..
    While I think the use of term and the initialism being "AI" works well,  I do see your point.

    What about someone like Apple Insight or Apple [some other word that starts with I]?
    edited June 2024
    watto_cobra
     1Like 0Dislikes 0Informatives
  • Reply 9 of 9
    mattinozmattinoz Posts: 2,554member
    Xed said:
    nubus said:
    AppleZulu said:
    Or maybe marketing could lean into the potential confusion, with slogans like "It's not just AI, it's Apple Intelligence," or "Don't settle for just any AI, make sure it's Apple Intelligence."
    Look at the list of trademarks by Apple: https://www.apple.com/legal/intellectual-property/trademark/appletmlist.html
    1.  "Intelligence" is a very long word, and it is non-descriptive. Face ID, Touch Bar, Ceramic Shield, TrueDepth, CarPlay, Dynamic Island... short, short words, and clear.
    2. Including "Apple" into a product served by Microsoft Azure running MS OpenAI is a PR disaster. We will have Justin Long commercials for a decade.
    3. US can't even handle "Robert" without doing a short version. Apple Intelligence will be AI and then it will be pointless as a trademark.
    4. It must be able to support variants just like Retina. Pro, Super, Real,..
    While I think the use of term and the initialism being "AI" works well,  I do see your point.

    What about someone like Apple Insight or Apple [some other word that starts with I]?
    Apple Ally sounds like Apple AI tells you the function as well
    watto_cobra
     1Like 0Dislikes 0Informatives
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