SAFE AND SOUND

Apple Intelligence, the Cupertino-based tech giant's Gen Al model, focusses on privacy and users

- AAYUSH AILAWADI

"AI FOR THE rest of us." That is how Craig Federighi, Senior Vice President of Software Engineering at Apple, described Apple Intelligence-which reveals the Cupertino-based tech giant's plans in the generative artificial intelligence (Gen AI) space. What he was subtly referring to on that hot, sunny California morning in June at the company's headquarters in Cupertino was how Apple's AI vision puts the consumer first, unlike the enterprise focus of most other tech companies.

Federighi, who was speaking at Apple's flagship software event, the Worldwide Developers Conference (WWDC), said: “This is a moment we’ve been working toward for a long time.” The world, too, has been waiting a long time to find out what the Tim Cook-led tech giant Apple would do with Gen AI. Apple Intelligence, the beta version of which will be rolled out for iPhone 15 Pro or better devices this Fall, comes with several useful features that include writing tools, a new Photos app, a feature that generates images and emojis, and the much-awaited integration with ChatGPT, among other things. Users also get a supercharged Siri, Apple’s personal assistant that is far more conversational than before and understands personal context.