Apple gives a different meaning to AI: Apple Intelligence

Today, Monday, June 10th, Apple will officially present its artificial intelligence initiatives at WWDC 2024, which we will be able to watch live and will be called “Apple Intelligence,” according to Mark Gurman. This new suite of features, which will be part of iOS 18 and the company’s other operating systems, will focus on making everyday tasks easier through advanced language models.

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AI yes, but done the Apple way

The name “Apple Intelligence” is not just a coincidence, but a clever play on words. By using the initials “AI,” which commonly represents “Artificial Intelligence,” Apple puts its own spin on it, suggesting an intelligence of the devices that is not only artificial, but distinctly “Apple.” A name choice that emphasizes the company’s intention to integrate AI in a unique and, above all, personalized way in its devices and services.

A standout feature of Apple Intelligence is its focus on running artificial intelligence directly on the device, instead of relying solely on the cloud. A unique approach with several advantages.

Firstly, privacy. By processing the data on the device, the amount of personal information that needs to be sent to external servers is minimized, thus reducing the risks associated with storing and processing data in the cloud.

In addition, the speed and efficiency of AI functions improve significantly when executed locally. We will have faster responses and processing, as there are no delays associated with sending and receiving data from remote servers. This is particularly useful for tasks that require immediate results, such as creating custom emojis or categorizing emails in real-time, to mention just a couple of examples.

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With Apple Intelligence, the company not only redefines the concept of AI with a distinctive touch, but also exposes that its approach to artificial intelligence is practically unique. By integrating artificial intelligence directly into the devices and, therefore, directly into the system software while relying on the hardware, we have a unique combination. Apple Intelligence and AI are not exactly the same.