Tim: At Apple,
it's always been our goal to
design powerful personal products
that enrich people's lives by enabling them to do the
things that matter most, as simply and easily as
possible. We've been using artificial
intelligence and machine
learning for years to help us further that goal. Recent developments in
generative intelligence and
large language models offer powerful capabilities
that provide the opportunity to take the experience of using
Apple products to new heights. So as we look to build in
these incredible new
capabilities, we want to ensure
that the outcome reflects the principles at the core
of our products. It has to be powerful enough to
help with the things that matter
most to you. It has to be intuitive and easy
to use. It has to be deeply integrated
into your product experiences. Most importantly, it has to
understand you and be grounded in your personal
context, like your routine, your relationships,
your communications, and more.

And, of course, it has to be
built with privacy from the ground up. Together, all of this goes beyond artificial intelligence. It's personal intelligence, and it's the next big step for
Apple. Introducing Apple Intelligence,
the new personal intelligence
system that makes your most personal
products even more useful and
delightful. To tell you all about it, here's
Craig. Craig: This is a moment we've
been working towards for a long
time. We are tremendously excited
about the power of generative
models. And there are already some
really impressive chat tools out
there that perform a vast array of
tasks using world knowledge. But these tools know very little
about you or your needs. With iOS 18, iPadOS 18, and
macOS Sequoia, we are embarking on a new
journey to bring you intelligence
that understands you.

Apple Intelligence is the personal intelligence system that puts powerful generative models right at the core of your iPhone, iPad, and Mac. It draws on your personal context to give you intelligence that's most helpful and relevant for you. It protects your privacy at every step. And it is deeply integrated into our platforms and throughout the apps you rely on to communicate, work, and express yourself. Let's take a closer look at Apple Intelligence starting with its incredible capabilities. Then, we'll tell you about its unique architecture. And after that, we'll show you how it elevates so many of your everyday experiences. Let's begin with capabilities. Apple Intelligence will enable your iPhone, iPad, and Mac to understand and create language, as well as images, and take action for you to simplify interactions across your apps. And what's truly unique is its understanding of your personal context. Language and text are fundamental to how we communicate and work.

And the large language models
built into Apple Intelligence
deliver deep natural language
understanding, making so many of your
day-to-day tasks faster and
easier. For example, your iPhone can
prioritize your notifications to minimize unnecessary
distractions, while ensuring you don't miss
something important. Apple Intelligence also powers
brand-new Writing Tools that you can access systemwide
to feel more confident in your
writing. Writing Tools can rewrite,
proofread, and summarize text
for you, whether you are working on an
article or blog post, condensing ideas
to share with your classmates, or looking over a review
before you post it online. And they are available
automatically across Mail, Notes, Safari, Pages, Keynote,
and even your third-party apps. In addition to language,
Apple Intelligence offers a host of capabilities for
images. From photos, to emojis, and
GIFs, it's so much fun
to express ourselves visually.

And now you can create totally original images to make everyday conversations even more enjoyable. And because Apple Intelligence understands the people in your photo library, you can personalize these images for your conversations. So when you wish a friend a happy birthday, you can create an image of them surrounded by cake, balloons, and flowers to make it extra festive. And the next time you tell Mom that she's your hero, you can send an image of her in a superhero cape to really land your point. You can create images in three unique styles: Sketch, Illustration, and Animation. In addition to Messages, this experience is built into apps throughout the system, like Notes, Freeform, Keynote, and Pages.

Apple WWDC: Tim Cook unveils Apple Intelligence platform in big generative AI reveal

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