We’re fuming, just like the planet – and it’s Apple’s fault once again
Though the Get a Mac ads of the mid-late 2000s are probably only a memory to most of us, Apple has, with its latest keynote, further impressed on us business types that whatever a PC can do, a Mac can do better – and actually make that thing fun and worthwhile.
Enter Apple Intelligence, a content and context-sensitive AI tool baked into iOS 18 and macOS Sequoia, which is headed for launch in October 2024 with US English support and other languages soon after.
It’s much like Microsoft 365 Copilot, the company’s AI platform we’ve been conditioned to want to bother with at work, but geared towards consumers.
Generative AI, very much still the buzzword in the tech world, comes to Apple users in the form of ‘Writing Tools’, with the company showing off a demo of writing emails. The (slightly tenuous) B2B link we’re going for here is that Apple showed it being used by a new graduate to send an email to a recruiter. The e-mail is only four sentences long, which makes the whole thing err on the side of bleak, but yes, this is a thing that can be done now.
It’s not a new concept, allowing AI to replace the expression of any and all identity, but consider what makes Apple Intelligence different; that “many of the models that power Apple Intelligence run entirely on device,” which means that your expensive designer computer will now be bogged down by stuff preventing you from truly applying yourself to the things we invented computers to help us do in the first place.
