Apple has launched its first set of artificial intelligence features, branded as “Apple Intelligence,” across its premium iPhone, iPad, and Mac devices. This rollout represents a significant move for the tech giant into the generative AI space.
Initially previewed in June, this launch positions Apple among other major tech companies—like Google, Microsoft, and Amazon—that are racing to harness generative AI technologies akin to ChatGPT.
Apple CEO Tim Cook expressed excitement about the new features, stating, “Apple Intelligence is generative AI in a way that only Apple can deliver, and we’re incredibly excited about its ability to enrich our users’ lives.”
The new capabilities include enhanced writing tools, improved photo search features, and a more conversational version of Siri. Apple plans to integrate ChatGPT functionalities into its services by December, alongside other features such as generating custom emojis and creating images from text descriptions.
Currently, these features are primarily available on the latest iPhones, iPads, and Macs, with support initially limited to US English. Apple plans to release versions in additional languages—such as Chinese, French, German, Italian, Spanish, and Korean—over the next year.
At the June launch, Apple had postponed the deployment of Apple Intelligence in the European Union due to “regulatory uncertainties” tied to new laws. However, it has now announced that most features will be available on Mac computers in US English, with iPhone and iPad support beginning in April.
The capabilities include system-wide writing tools for rewriting and proofreading text, as well as the ability to remove unwanted objects from photos. These features are comparable to those recently launched by competitors like Meta, Microsoft, and Google.
To address concerns about AI safety, Apple emphasized that its technology prioritizes user privacy by processing data on-device or through a new “Private Cloud” system, ensuring personal data remains within the Apple ecosystem.
Additionally, Apple introduced a new iMac desktop computer featuring Apple Intelligence during the announcement.
