‘It’s Apple Intelligence’, not AI: A Strong Rule for Language Usage.

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The system reportedly will be called “Apple Intelligence,” and will be made available to new versions of the iPhone, iPad, and Mac operating systems. Apple Intelligence, or AI, is separate from the ChatGPT-like chatbot Apple is expected to release in partnership with OpenAI.

The in-house AI tools are expected to include assistance in message writing, photo editing, and summarizing texts. Some of these AI features will run on the device while others will be processed through cloud-based computing, depending on the complexity of the task.

The name “Apple Intelligence” may seem a bit obvious, as Apple commonly tries to brand its technology as something unique. However, the company may have a tough time convincing users that its AI has a competitive advantage.

The AI team within Apple has reportedly struggled to keep up with the pace of innovation at the rest of the company. When ChatGPT was released in 2022, company leadership asked other teams to incorporate generative AI into their products outside of the dedicated AI team.

AI will be a major focus for WWDC this year, and it’s widely seen as something Apple needs to get right. After years of lackluster releases, the Cupertino giant is hoping it can inject some life into the brand with AI.

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