It felt in the moment that perhaps there
wasn't that wow factor. But today, the market showing there is.
That's right. Carolina took the market a little while
to catch up. But notice how Tim Cook emphasized the
word useful. The that theme utility they mentioned I
for the rest of us, and I think this really showed through in the features
that they highlighted yesterday as part of the Apple intelligence rollout.
Let's look at the summarization capabilities that we now have.
Transcription of audio. You can also personalize animojis when
you think about just kind of the mass appeal that can have.
That was really key. They also emphasized privacy, but
outside of the AI features as well, that iOS 18 upgrade has some pretty cool
things coming down the pipeline. For example, you can tap back messages
with different emojis, you can schedule messages to be sent later.
You can access more apps in different ways, and your control center organize
them differently on the home screen.

They really gave a lot to people here in this rollout. But look, we were sitting there for an hour and a half before the AI chi lights really came through. So there was a lot of anticipation. And look, this is their first swing. And from what we could tell, you know, it's just the first step in this broader rollout. And many felt that actually owning sort of name checking open eye for 2 minutes within that 90-minute thereabouts presentation, it was trying to suppress the actual real integration, but really lean in to what it will do for you as a consumer user and really trying to identify privacy and protection being key. But, you know, Musk calling that into question. Exactly. Syria was a major highlight because that digital assistant will have the opportunity to basically be able to pull information from chat when answering questions. Now, you're absolutely right. Privacy was highlighted, Caroline. They made sure to note that you can opt

out of this, that you have to give Siri
permission to tap into chat chip. And when you think about the concerns
that Elon Musk is raising, well, it does also shine a spotlight on the other
questions that Apple has to answer. What exactly happens to the data?
Does Openai have access to kind of seeing how you interact with with the
app on the screen? There's a lot that I think people want
to know, and some of those details will come out, but they were key.
Keen to actually highlight that users will be asked for permission.
Their request requested information will not be logged.
So of course really keeping with that Apple privacy ethos.

Apple's New Generative AI Features

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