Apple CEO Tim Cook (L) and senior vice president of software engineering Craig Federighi (R) during an Apple event yesterday. Photo: David Paul Morris/Bloomberg via Getty Images
Apple yesterday unveiled "Apple Intelligence," its plan to harness modern artificial intelligence to improve the software powering the iPhone, Mac and more.
Why it matters: Apple has been the slowest of the major tech companies to detail a generative AI strategy; yesterday's announcements represent its broadest effort yet to do so.
Zoom in: Apple is using generative AI to improve Siri, offer writing tips, create images and more.
In one example, Siri draws upon various pieces of knowledge across multiple apps to answer the question, "When does my mom's flight land?"
A new AI-assisted focus mode called "reduce interruptions" selectively surfaces possibly important notifications while silencing most others.
Apple also debuted an "image playground" for using generative AI to make images in various styles, as well as the ability to create custom emoji, dubbed "genmoji."
The intrigue: Apple is working with outside AI partners to handle some user requests, starting with ChatGPT maker OpenAI.
