Apple Intelligence: Everything you need to know about Apple’s AI model and services

If you've recently upgraded to one of the latest iPhone models, you may have noticed the emergence of Apple Intelligence across your favorite applications such as Messages, Mail, and Notes. Officially launched in October 2024, Apple Intelligence represents Apple's effort to compete with industry giants like Google, OpenAI, and Anthropic in the realm of artificial intelligence. Marketing executives at Cupertino have dubbed this initiative "AI for the rest of us," aiming to enhance existing functionalities with the power of generative AI. Much like ChatGPT and Google Gemini, Apple Intelligence is built on large information models that utilize deep learning to create connections across text, images, video, and music. Its text capabilities, branded as Writing Tools, are integrated into various Apple applications, allowing users to summarize lengthy texts, proofread, and even draft messages based on tone and content prompts. Image generation features have also been introduced, enabling users to create custom emojis—known as Genmojis—in Apple's signature style. Additionally, the standalone Image Playground app allows users to generate visuals for use in Messages, Keynote, and social media. A significant upgrade comes in the form of a revamped Siri, which has long been considered outdated in the rapidly evolving AI landscape. The new Siri experience is designed to be more integrated across Apple’s operating systems. Instead of the conventional icon, users will notice a glowing edge around their iPhone screen indicating that Siri is active. This updated assistant can perform tasks across different apps, such as editing a photo and directly inserting it into a message, providing a smoother and more intuitive user experience. As anticipation builds for WWDC 2025, many had hoped for an even more advanced Siri. However, Apple SVP of Software Engineering Craig Federighi indicated that improvements are still in progress. The forthcoming version is expected to better understand personal context, including user relationships and communication patterns, although reports suggest that it needs more refinement before launch. At WWDC 2025, Apple also introduced an exciting feature called Visual Intelligence, which enables users to conduct image searches based on what they see while browsing. In addition, a new Live Translation feature will facilitate real-time translation during conversations in apps like Messages and FaceTime, with both features set to roll out with the public release of iOS 26 in 2025. Apple Intelligence made a splash at WWDC 2024, countering speculation that the company was falling behind in AI development. While the launch included impressive demos, Apple Intelligence remains focused on integrating AI capabilities into existing products rather than becoming a standalone feature. Users can expect new functionalities that enhance their current applications, with the first wave of features launching in October 2024 as part of iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1. This initial rollout included tools for writing, image enhancement, and a redesigned Siri experience, with subsequent updates introducing features like Genmoji, Image Playground, and ChatGPT integration. While these features are accessible for free, they are initially limited to the Pro versions of the iPhone 15, with broader availability anticipated for the iPhone 16 series. Unlike platforms such as GPT or Gemini, which require an internet connection for processing queries, Apple's bespoke approach allows many tasks to be performed directly on the device, minimizing resource consumption. More complex queries will leverage a new Private Cloud Compute option, ensuring user privacy while maintaining functionality. Although there was considerable buzz about a partnership with OpenAI prior to the launch, it appears to serve more as a supplementary resource than a core component of Apple Intelligence. The service is free, similar to ChatGPT, but premium features for paid users will offer additional capabilities. The ChatGPT integration, debuting with iOS 18.2, will enrich Siri’s knowledge base and bolster existing writing tools. Users can prompt Siri to utilize ChatGPT for specific inquiries, and a new Compose feature will assist in generating content across supported applications. Additionally, Apple plans to collaborate with further generative AI services, with Google Gemini being a likely candidate. At WWDC 2025, Apple also announced the Foundation Models framework, allowing developers to create AI functionalities within their apps while offline. This innovation is expected to enhance user experiences significantly, particularly in educational applications that can adapt to individual user needs without incurring cloud costs. Apple is enthusiastic about how developers can leverage Apple Intelligence to create smarter, privacy-focused applications that are available even without an internet connection.