Is Apple Intelligence artificial?

In the days before WWDC, it was widely believed that Apple would be playing catch-up to everyone else in the consumer tech industry by rushing to bolt a copy of ChatGPT onto its software and checking off the feature box of “Artificial Intelligence.” That’s clearly not what happened.

Rather than following the herd, Apple laid out its strategy for expanding its machine learning capabilities into the world of generative AI in both writing and creating graphic illustrations as well as iconic emoji-like representations of ideas, dreamed up by the user. Most of this could occur on device, or in some cases, delegated to a secure cloud instance private to the individual user.

In both cases, Apple Intelligence, as the company coined its product, would be deeply integrated into the user’s own context and data. This is instead of it just being a vast Large Language Model trained on all the publicly scrapeable data some big company could appropriate in order to generate human-resembling text and images.

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