Don’t call it AI. It’s apparently “Apple Intelligence”
We’ve learned from Tim Cook’s comments and countless reports that Apple is working on AI features for all of its devices and platforms. And we’re almost certain that the technology giant will unveil it during the opening keynote of WWDC 2024.
Now, though, we have an idea of how Apple will be branding the AI features – and no, it won’t be artificial intelligence or “Absolutely Incredible,” as Greg Joswiak, Apple’s SVP of Marketing, teased in a post on X (formerly Twitter).
According to Bloomberg’s Mark Gurman, it will be called “Apple Intelligence,” which certainly has a nice ring to it. It’ll apparently be the central location to opt-in to the new features built into iOS 18, iPadOS 18, and macOS 15. As predicted, it will likely be all about integrating AI functionality into current apps and services, ones that someone could use daily and provide value.
As Gurman notes, “the company is less focused on whiz-bang technology — like image and video generation — and instead concentrating on features with broad appeal.”
These will likely become summarization powers for navigating a crowded inbox or getting the gist of a webpage on the fly. Similar to Samsung’s Galaxy AI or Google’s Gemini feature set, they will extend to summarizing notes, automatically transcribing voice recordings, and even providing a simple digest of notifications.
