Artificial Intelligence: A New Approach from Apple
While artificial intelligence (AI) showcases impressive capabilities, its reputation among consumers is increasingly troubled. Many AI chatbots tend to "hallucinate," generating fictitious answers and presenting incorrect information with unwarranted confidence. Google faced backlash for its AI-driven Search features, which erroneously suggested users put glue on pizza or eat rocks, prompting a rollback of some functionalities. Similarly, Microsoft’s AI-powered Recall feature will now default to being switched off after security experts uncovered significant flaws.
In this context, introducing an AI-integrated iPhone might seem risky.
However, with the unveiling of iOS 18 at WWDC 2024, Apple is embracing a more tempered strategy. Instead of bombarding users with an overwhelming array of AI functionalities, Apple is selectively introducing AI where it offers true value. This means AI features will be carefully integrated without jeopardizing the smooth user experience that Apple devices are known for.
Not only has Apple rebranded its AI as “Apple Intelligence,” but it has also embedded this new technology into iOS 18 in a practical, user-friendly manner. Among the more whimsical features, like AI-generated emojis, Apple Intelligence enhances everyday applications with tools for writing assistance, proofreading, AI-generated summaries and transcripts, prioritized notifications, smart replies, advanced search capabilities, photo editing, and a smarter Siri. Additionally, it includes a refined “Do Not Disturb” mode that intuitively filters important messages.
While these features may not match the excitement of AI chatbots like ChatGPT, which can tackle an extensive range of inquiries, they establish clear expectations for the potential of AI in consumer technology.
Apple has delineated the essential functions of an AI-enhanced device. Users can expect help in wading through lengthy texts, whether they be emails, documents, or numerous notifications. Searching using natural language queries, transcribing audio, correcting grammatical errors, rewriting in various styles, suggesting common responses, and performing basic photo edits—like removing unwanted elements—are all part of this new offering. Users will also be able to create images on demand, albeit with stringent guidelines.
Framed in this manner, many of the new Apple Intelligence features don’t even resemble AI; rather, they act as enhanced tools.
This strategic approach is intentional. Apple has identified specific practical use cases to address, steering clear of the complexities associated with chatbot interactions. By focusing on these defined areas, Apple increases the likelihood of producing reliable results while mitigating risks associated with AI misuse.
Moreover, Apple’s AI strikes a balance between providing support to users and allowing for independent creativity—a delicate equilibrium that may not always please creative professionals. For instance, Apple Intelligence can assist in refining your writing or summarizing an email. If you need to respond to an email quickly, suggested replies can be helpful. However, for a more imaginative task like crafting an original bedtime story, Apple will redirect users to ChatGPT for assistance.
When it comes to image creation, Apple follows a similar strategy. Users can request images through Apple Intelligence while chatting with friends, yet the feature considers the context of the conversation to avoid suggesting inappropriate or explicit content. This protocol extends to integrating images in other applications like Keynote, Pages, and Freeform. Even within "Image Playground," a new standalone app for AI-generated images, users are provided with guided suggestions and confined style options—preventing the creation of photorealistic deepfakes.
If users ask Siri a question it can’t answer, it has the option to connect them to ChatGPT (with their consent). This allows users to explore the vast range of chatbot responses without Apple being held responsible for any inaccuracies.
In essence, much of what Apple presents isn’t about facilitating conversational AI interactions. Instead, it serves to harness AI for specific tasks, streamlining processes where a simple click can generate needed results. This approach ensures that urgent notifications—like a message from a family member—take precedence over less important alerts, such as promotional offers.
This is where Apple Intelligence truly shines. It adds an extra layer to existing applications, effectively solving everyday problems or offering light-hearted fun with emojis, without aiming to dominate the AI landscape—a concern echoed by experts and fleeing executives in the tech world. Apart from a few playful features, such as Genmoji, Apple Intelligence feels both practical and unexciting, potentially making it successful.
Apple Intelligence will be available in beta this fall.
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