For Apple, AI now stands for “Apple Intelligence,” launched at WWDC 2024

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On Monday, Apple debuted “Apple Intelligence,” a new suite of AI-powered features for iOS 18, iPadOS 18, macOS Sequoia that range from creating email summaries to generating images. It’s achieved through a combination of on-device and in-cloud processing, and Apple says it focuses on privacy. Apple says that Apple Intelligence features will be widely available later this year and will be available as a beta test for developers this summer.

The announcements came during a livestream WWDC Keynote and a simultaneous event attended by press on Apple’s campus in Cupertino, California. In an introduction, Apple CEO Tim Cook said the company has been using machine learning for years, but the introduction of large language models (LLMs) presents new opportunities to elevate the capabilities of Apple products.

At last year’s WWDC, Apple avoided using the term “AI” completely, instead preferring terms like “machine learning” as Apple’s way of avoiding buzzy hype while integrating applications of AI into apps in useful ways. This year, Apple figured out a new way to largely avoid the abbreviation “AI” by coining “Apple Intelligence,” a catchall branding term that refers to a broad group of machine learning, LLM, and image generation technologies. By our count, the term “AI” only appeared once in the keynote: Near the end of the presentation, Apple executive Craig Federighi said, “It’s AI for the rest of us.”