“I need to see some real, practical applications for AI,” a tech journalism veteran remarked ahead of Apple’s WWDC 2024 event. I resonate with this sentiment, having endorsed various consumer-grade AI tools whenever my hardware allowed. By the end of Apple’s presentation, I sensed they might have unveiled the most practical AI experience tailored for smartphones.
Welcome to the era of Apple Intelligence on the iPhone. Here’s the catch: this AI advancement is currently exclusive to the latest “Pro” iPhones and isn’t even available for the iPhone 15 or iPhone 15 Plus. The limitations seem tied to silicon capabilities and the onboard NPU, or perhaps even memory constraints. Similar restrictions apply to iPads, which require at least an M-class processor.
Google’s strategy is somewhat parallel. The company has restricted its on-device Gemini Nano to the Pixel 8 series, while Samsung has initiated the trend with Galaxy AI features exclusive to the Galaxy S24 series. Adjustments began shortly after.
However, that’s where the similarities end. Apple Intelligence — the branding for Apple’s iPhone AI features — significantly outpaces AI innovations found on Android devices. Even at this early stage, Apple’s lead in this competitive landscape is quite remarkable.
What Makes Apple Intelligence Stand Out
Apple’s commitment to conducting most AI processing on-device is commendable, requiring a robust AI accelerator and sophisticated silicon. We’re left wondering why the A16 chip in the iPhone 15 seems inadequate, given its superiority over the Pixel 8’s Tensor silicon and Qualcomm’s top offerings in the Galaxy S24. Personally, I prefer the assurance of my data remaining local, rather than relying on cloud servers run by a third party. But how does the AI in iOS 18 surpass what Android has achieved with its Gemini Nano and partnerships with companies like Perplexity? What criteria should we use to evaluate its effectiveness?
The answer lies in how seamlessly the AI integrates with the system and apps, rather than functioning as a standalone entity with rigid limitations. Apple Intelligence excels in this regard, being deeply embedded at the system level across apps like Mail, Notes, Pages, and even select third-party applications. For instance, Apple’s Writing Tools now allow users to change text styles, summarize content, and create bullet points effortlessly. Previously, one would have had to rely on dedicated tools like Paragraph AI for similar functionalities. The system also provides proofreading and editing suggestions as users progress through their work.
AI should enhance practicality, and there’s no better setting for this than productivity apps like email. In the Mail app, Apple’s AI highlights high-priority messages and creates summarized versions of lengthy emails, helping you manage long conversations without stress. This summation feature extends to notifications, a much-needed relief for those like me who suffer from notification overload on the lock screen. iOS 18’s onboard AI will prioritize and summarize notifications, ensuring you stay informed without feeling overwhelmed.
The email summarization feature seems influenced by a popular AI-driven email application called Shortwave, and it's a welcome improvement. On the transcription front, thanks to AI, your iPhone now allows for call recordings and automatic transcriptions of added audio clips in notes, complete with summarization. For journalists like myself who previously carried a Pixel smartphone primarily for its superior Recorder app, Apple’s new transcription features are a game-changer.
Apple is also enhancing Focus Mode with AI, enabling it to bring up crucial alerts based on content, so nothing urgent slips through the cracks. I’ve lost count of how many important messages I’ve overlooked while Focus Mode was activated during work hours. Thanks to integration across Apple devices, you won’t accidentally miss any notifications.
Another exciting addition is Smart Reply in the Mail app. While I've enjoyed this feature in Gmail, Apple ramps it up. The AI not only suggests general replies but also identifies specific questions in emails to recommend appropriate responses for each one. For avid photographers, the Photos app now allows searches using text prompts like “show me pictures of my cat in a purple cap.” There’s also a handy feature that removes unwanted elements from images while intelligently filling in the background.
The most impactful AI integration within iOS 18 is Siri's newfound ability to communicate with other apps, performing necessary tasks based on your commands. Apple refers to this as “awareness of your personal context.” For example, you can ask, “Find coffee shops recommended by Joe,” and Siri will search your conversations with Joe for relevant suggestions. Demonstrations have highlighted Siri’s capability to navigate Messages, Mail, and file management effectively.
Importantly, the App Intents framework enables developers to weave Siri into their applications for a broader spectrum of tasks. Image Playgrounds and Writing Tools, which are powered by ChatGPT, will also benefit from this integration. This advancement significantly enhances Siri's utility, empowering it to perform actions across virtually any app via voice commands without requiring any physical interaction with the phone itself.
Virtual assistants have always aimed to simplify our mobile interactions, alleviating monotonous tasks and acting as intelligent digital partners. With deeper app integrations and context awareness, Apple’s efforts are a significant step forward. It’s surprising to see how, in its initial efforts, Apple has managed to outpace leading competitors like Google, delivering a smartphone AI experience that truly stands out.
Yet, several questions linger: Will you feel comfortable granting Siri access to your end-to-end encrypted WhatsApp chats for convenience? Which Apple Intelligence features will work without an internet connection? Is Apple fully ethical regarding the copyright implications of its image generation capabilities? Why are high-powered iPhones excluded from Apple Intelligence’s features? And what are the intricacies of Apple’s partnership with OpenAI, particularly regarding integrating ChatGPT in such a way that it effectively becomes Siri's sidekick? Many questions remain unanswered, and I’ll reserve final judgement until I can explore Apple Intelligence firsthand. But as it stands, this rollout appears to be a groundbreaking approach to “AI on the phone,” positioning it well ahead of competing Android offerings.
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