On Monday, Apple introduced its first set of artificial intelligence tools, called “Apple Intelligence,” across its flagship iPhone, iPad, and Mac devices, marking the company’s significant entry into the competitive field of generative AI.
Initially previewed in June, this release signifies Apple’s entry into an AI landscape where leading U.S. tech firms are rapidly advancing ChatGPT-like technologies. Apple, along with Google, Microsoft, and Amazon, views generative AI as a transformative force in computing, intensifying investments to secure their positions.
“Apple Intelligence delivers generative AI in a uniquely Apple way, and we’re thrilled about its potential to enhance our users’ experience,” said CEO Tim Cook in a blog post.
Apple’s new AI-powered features include upgraded writing assistance, enhanced photo search functions, and a more interactive Siri. In December, the company plans to add capabilities such as custom emoji creation and image generation from text descriptions.
Currently, these features are exclusive to the latest iPhones, iPads, and Mac computers and are only available in U.S. English. Additional languages—including Chinese, French, German, Italian, Spanish, and Korean—are expected to roll out next year.
Although the EU launch was postponed in June due to regulatory concerns, Apple now plans to make most of its AI features available in the EU on Mac computers, with further support for iPhones and iPads set for April. Apple Intelligence also introduces system-wide tools for rewriting and proofreading text, as well as options for removing unwanted objects from images.
While similar features have recently been launched by Meta, Microsoft, and Google, Apple is emphasizing privacy with its AI models, ensuring data remains within the Apple ecosystem by keeping processing on-device or using a new “Private Cloud” system.
Additionally, Apple introduced an updated iMac desktop with Apple Intelligence capabilities on Monday.
