Apple has just held its hotly-anticipated WWDC Developers Conference where it unveiled its new software for iPhones, iPads and the Mac. There's a swathe of new features coming to these devices later in the year but the headline news announced at Apple Park in California is the launch of Apple Intelligence. This generative AI platform promises to change the way we use our gadgets thanks to smart updates and a whole new Siri personal assistant.
This smart AI-powered system will solve users' problems, respond to prompts, and is able to create new unique images using a description typed in by the user. If you want a picture of a cat and dog in space simply ask and you'll get a photo made for you in seconds. It can also rewrite your emails in an instant to make them more personal or professional.
The update comes in the wake of many of the firm's biggest rivals, most notably Google and Microsoft, rolling out generative AI-powered assistants to help users with everyday tasks.
However, in an attempt to stand out from its rivals, Apple has pitched Apple Intelligence as more "personal", saying it is "grounded in the things that make you, you" to help users complete tasks "in a way that works for you", and spoke of the ability of the system to understand a user's "personal context" in order to provide them with the most helpful solution.
Apple has said the system will also be able to take information from across apps such as Maps, Mail and Messages to help with scheduling and planning and even make any emoji you want via a feature called Genmoji.
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If that all sounds scary, Apple is promising that its system will be rooted in privacy, carrying out most processes on-device and without the need for external computing from servers.
In addition to revamping its own virtual assistant, Siri, with Apple Intelligence, the tech giant confirmed it was also partnering with OpenAI, the makers of ChatGPT, with the popular chatbot being integrated into the iPhone, iPad and Mac computers.
Speaking about the changes Apple's software chief Craig Federighi said: "This is AI for the rest of us. Personal intelligence you can rely on at work, home and everywhere in between.
"This is the beginning of an exciting new chapter of personal intelligence. Intelligence built for your most personal products: your iPhone, iPad and Mac.
"Intelligence grounded in the things that make you, you and intelligence available to you system-wide so that you can get things down in a way that works for you. We are just getting started and I hope you are as excited as I am for the road ahead."
And Apple chief executive Tim Cook said: "We're thrilled to introduce a new chapter in Apple innovation. Apple Intelligence will transform what users can do with our products - and what our products can do for our users.
"Our unique approach combines generative AI with a user's personal context to deliver truly helpful intelligence.
"And it can access that information in a completely private and secure way to help users do the things that matter most to them.
"This is AI as only Apple can deliver it, and we can't wait for users to experience what it can do."
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