Just Intelligence

At the Worldwide Developer Conference (WWDC), Apple unveiled a groundbreaking new initiative: Apple Intelligence. This innovative suite of AI-driven capabilities will be seamlessly integrated across all of Apple’s platforms, including macOS, iOS, and iPadOS. This marks the dawn of a new era for Apple, positioning itself at the forefront of artificial intelligence technology.

Apple Intelligence is set to revolutionize the user experience by introducing a host of advanced features. While some of these capabilities will be available later this year, others are slated for release in the coming year. The announcement is geared towards developers, providing them with the tools and frameworks necessary to incorporate these features into the future version of their applications.

From a marketing perspective, the message was clear and compelling: Apple is not merely adding AI features; it is redefining the role of intelligence in our digital lives. By referring to its own feature set with the term “Apple Intelligence” and rarely using during the keynote “Artificial Intelligence” or “AI,” Apple decisively shifts the focus away from the “artificial” qualifier. This subtle rebranding underscores a broader vision, as intelligence is becoming an inherent part of our digital and physical environments.

Very rapidly, we will all start referring to co-pilots, assistants, and agents that surround us through the interfaces of our digital devices, and eventually in robots powered by the same capabilities, as simply “intelligence”. Getting acquainted with this shift is crucial because the boundaries between artificial and real, artificial and natural, and artificial and biological are starting to erode. Today’s announcement represents the first step in this process.