An Exciting First Look at Apple Intelligence (2024)

Introduction

It was only a matter of time.

At WWDC 2024 earlier this year, Apple unveiled some pretty exciting features that are going to be launched across all operating systems. The biggest? Apple Intelligence. It was only a matter of time until Apple joined the AI conversation. 

Lovingly referred to as AI, Apple Intelligence is essentially a new iteration of Siri. For context, we’ve been using Siri since 2011. That’s almost 13 years of us getting to know the viral virtual assistant. Now, Siri is stepping into a new era.

This past week I tested the iOS 18 public beta and in turn, got to trial Apple Intelligence. Here are my thoughts.

What is Apple Intelligence?

Apple Intelligence (AI) is Apple’s latest feature designed to deliver personalized, intelligent experiences across all its devices. By combining generative AI models with a deep understanding of user context, Apple Intelligence provides functionalities that are not only highly relevant but also incredibly useful in everyday tasks. Integrated with Apple’s custom silicon and a privacy-first approach, this new system can understand and create language, generate images, and take action across apps, making technology more intuitive and responsive.

And honestly… I’m still getting used to it. I think it has the potential to be great, but the beta is a bit of a letdown. Because the integration with ChatGPT isn’t available in the Beta yet, the AI resources are somewhat limited. Siri takes a while to generate an answer and it has to be about specific questions she can answer using your device. In essence, with this beta, she can’t write you a meal plan based on the ingredients you have in your fridge (for example).

It seems like at this stage, Apple AI is something users will be able to turn on and off at their convenience. So if you’re totally turned off by the idea of AI on your phone, you don’t have to adapt (at least not yet). 

Key Features of Apple Intelligence

1. Enhancing Communication with Writing Tools

One of the standout features of Apple Intelligence is its ability to revolutionize how users communicate and express themselves. The new Writing Tools, integrated across iOS 18, iPadOS 18, and macOS Sequoia, offer features like Rewrite, Proofread, and Summarize that can elevate anyone’s writing.

• Rewrite: This tool allows users to select different versions of their text, making it easy to adjust tone and style for any audience. Whether you’re crafting an email or polishing a blog post, Rewrite helps you get the tone just right.
• Proofread: It not only checks for grammar and spelling errors but also suggests stylistic edits to improve clarity and readability.
• Summarize: Perfect for digesting long texts, this feature can condense information into key points, making it easier to understand and share.

These tools are much more useful than what I’ve experienced with Siri. As a chronic overwriter, the “Concise” feature has been useful all week to break things down while keeping my voice intact. 

It does feel a little clunky… if that makes sense? Like it works well, but still feels behind other generative AI models (ahem, ChatGPT). Apple has shared that it will partner with ChatGPT later this year though, which should bring the wishes I had for AI + Siri this week to life. 

2. Unleashing Creativity with Image Playground

Apple Intelligence also includes the tool “Image Playground”, which empowers users to create fun and engaging visuals directly from their devices. With three creative styles — Animation, Illustration, and Sketch — users can generate images that enhance their messaging and creativity.

• User-Friendly Interface: Image Playground is built into apps like Messages and Notes, making it easy to add a visual flair to any conversation or document.
• Personalized Suggestions: The system provides concept suggestions based on the user’s conversation context, making image creation faster and more relevant.

This feature is currently not available within the Beta but is expected in the coming weeks. I’ll update this post and link to the blog I do solely about Image Playground and Genmoji.  Until then, you can read more about these features on Apple’s site here.

3. Siri Gets Smarter

Siri, Apple’s virtual assistant, has entered a new era thanks to Apple Intelligence. With richer language understanding and the ability to perform more complex tasks, Siri is now more responsive and intuitive than ever.

• Enhanced Capabilities: Siri can now follow contextual commands, making it easier to perform tasks without repeating information.
• New Design: A visually appealing glowing light wraps around the screen when Siri is active, adding a modern touch to its interface.

Take this with a grain of salt but I don’t know if I enjoy The New Siri. Again, it feels clunky. I fully acknowledge that I’m in a beta program, so there are going to be quirks. But it just doesn’t feel up to the standard I’ve been used to. 

She struggles at points to follow along with what I’m asking. I also am not entirely sure what her new capabilities are. Apple has advertised some cool features like asking Siri to share your ETA with a friend as you drive to your destination, which did work! But I live in New York City and ETA is not supported by public transit (which I understand to some degree… but I wonder if there’s a way it could work).

I’m excited to see how all of the apps integrate with the AI functionality— I’m just not sure how they will yet.

Apple Intelligence: A New Standard in AI

Apple Intelligence isn’t just about new features; it’s about redefining what’s possible with personal technology. By combining powerful AI with user context and privacy, Apple is not only enhancing its devices but also setting a new standard for the industry.

I’ll be excited to see when the public/stable operating system is released. They have time until then to implement more features that I want to play with.

It’s estimated that iOS 18 will be available for public download on September 16, 2024. I think by then, Apple will have launched some of the features I felt were missing after their overview at WWDC ‘24 (source). 

Conclusion

Apple Intelligence is going to be a game-changer, bringing a new level of intelligence and personalization to the Apple ecosystem. With a robust feature set and a strong commitment to privacy, Apple has once again set the benchmark for what technology can achieve. 

As this new system rolls out, users are bound to find new ways to integrate these powerful tools into their daily lives, making tasks simpler, communication clearer, and creativity boundless.

However, I do wonder what it will look like in day-to-day life. Once the learning curve happens, I’m hoping it’s an entirely new way to interact with my iPhone and Apple ecosystem. I guess we’ll see together just how big the learning curve is.

Ready to explore Apple Intelligence for yourself? Stay tuned here for my full review on iOS 18 and the upcoming 9/9 Apple event.