If you’ve recently upgraded to a newer iPhone model, you may have noticed the emergence of Apple Intelligence in various frequently used applications, including Messages, Mail, and Notes. Launched in October 2024, Apple Intelligence—often abbreviated as AI—is part of Apple's strategy to compete with tech giants like Google, OpenAI, and Anthropic in the rapidly evolving landscape of artificial intelligence.
Apple has branded Apple Intelligence as “AI for the rest of us.” This innovative platform aims to harness the strengths of generative AI, such as text and image generation, to enhance existing functionalities across Apple’s ecosystem. Much like ChatGPT and Google Gemini, Apple Intelligence leverages large language models (LLMs) trained on extensive datasets. These systems utilize deep learning to form connections between various types of content, including text, images, video, and music.
The text capabilities, powered by LLMs, are presented as Writing Tools. These tools are accessible across multiple Apple applications, allowing users to summarize lengthy texts, proofread, and even compose messages using prompts for both content and tone. Additionally, image generation has been incorporated, albeit with a slightly different execution. Users can generate custom emojis, termed Genmojis, reflecting Apple's unique style. Another exciting feature is the Image Playground, a standalone app that enables users to create visual content based on prompts for use in Messages, Keynote, or social media sharing.
One of the most significant updates that Apple Intelligence brings is a much-needed revamp of Siri. Once a pioneer in smart assistant technology, Siri had seen little improvement over the years. Now, it is more deeply integrated into Apple’s operating systems. Instead of the usual icon, users will notice a glowing light around the edge of their iPhone screens when Siri is activated. The new Siri can also operate across apps, enabling users to request photo edits and directly insert them into messages, creating a seamless interaction that had been lacking previously.
As we approach WWDC 2025, expectations are high for an even more advanced version of Siri that promises to understand personal contexts like relationships and communication habits. However, Apple’s Senior Vice President of Software Engineering, Craig Federighi, indicated that this new version requires more refinement before its release due to initial error rates. Users can look forward to updates that enhance Siri’s personalization and capabilities.
During the WWDC 2025, Apple introduced another groundbreaking feature called Visual Intelligence, which facilitates image searches as users browse. Additionally, the new Live Translation feature will allow real-time translation during conversations in Messages, FaceTime, and Phone apps, with both features expected to be available alongside the iOS 26 release in 2025.
Apple Intelligence was first revealed at WWDC 2024 amid rising concerns that Apple was falling behind in the AI race. However, the company demonstrated a unique approach to integrating AI into its existing product lineup, focusing on practicality rather than standalone features. At the iPhone 16 event in September 2024, Apple highlighted numerous AI-powered features set to enhance user experience, including translation capabilities on the Apple Watch Series 10 and visual search functions on iPhones.
The initial rollout of Apple Intelligence occurred at the end of October as part of updates to iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1, initially available in U.S. English. Subsequent updates will introduce support for various other languages, including Chinese, French, German, and Spanish, expected by 2025.
The first wave of Apple Intelligence features became available in October 2024, offering integrated writing tools, image cleanup options, and enhanced functionality for the redesigned Siri experience. A second wave, released with iOS 18.2, iPadOS 18.2, and macOS Sequoia 15.2, includes Genmoji, Image Playground, Visual Intelligence, and ChatGPT integration. Users with compatible devices—such as iPhone 16 models and select iPad and MacBook models—can access these features free of charge.
Unlike other AI platforms that rely on external servers for processing queries, Apple Intelligence employs a small-model, bespoke approach that allows many tasks to be performed directly on the device. This strategy minimizes resource consumption and enhances user privacy. More complex requests, however, will utilize Apple’s new Private Cloud Compute services, ensuring that users can maintain privacy while still accessing advanced functionalities.
Despite initial speculation about a partnership with OpenAI, it became clear that the collaboration was more about providing an alternative platform for functionalities beyond Apple's core capabilities. With the integration of ChatGPT into the system, users can expect enhanced responses from Siri and new writing tools, allowing for a richer interaction experience. This integration is set to further evolve as Apple considers partnerships with additional generative AI services, with Google Gemini likely on the radar.
At WWDC 2025, Apple also announced the Foundation Models framework, enabling developers to tap into Apple’s AI models while offline. This initiative aims to simplify the process for developers looking to incorporate AI features into their applications without incurring cloud API costs, ensuring that user experiences remain smart, accessible, and privacy-conscious.
As Apple continues to innovate with Apple Intelligence and enhance Siri's capabilities, users can look forward to exciting developments that promise to redefine the way we interact with technology. Stay tuned for updates as Apple refines these features and explores new horizons in artificial intelligence.
