Will Apple Intelligence benefit my business?

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How does Apple Intelligence work?

Towards the end of this year, Apple Intelligence will be rolled out through the iOS operating system, leveraging the capabilities of Apple’s physical hardware (the Apple silicon processor). This framework will essentially turn your Apple device into an advanced learning machine. It will analyse your data to discern your own individual patterns and preferences, so Apple Intelligence will start to anticipate your needs. 

For example, if you’ve been searching Italy as a holiday destination, Apple Intelligence might suggest  ‘Travel Italy’ apps to help with your planning. From your communication, it will get to know your personal language style. This will not only help draft email replies in your ‘voice’, but also let Siri understand your complex enquiries, even with personal context. If you can’t remember whether your friend texted, emailed or Messenger’d you a recipe recommendation, you could tell Siri to “open the pasta recipe that Eddie sent me”. The potential is limitless!

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But what about privacy? 

Apple’s claiming that Apple Intelligence ‘sets a new standard for privacy in AI’. It’s no wonder that this is being highlighted as a key selling point, as security and data privacy has never been more important! 

It’s extremely relevant that Apple Intelligence is processed ‘on device’ whenever possible – meaning minimal data is sent to the cloud. Advanced encryption techniques are also used to protect data. 

You might have heard that Apple Intelligence also integrates with ChatGPT. From Apple’s release statement, “Privacy protections are built in for users who access ChatGPT — their IP addresses are obscured, and OpenAI won’t store requests. ChatGPT’s data-use policies apply for users who choose to connect their account.”

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Ok… but will Apple Intelligence help at work?

If you use Apple devices in your business, then essentially…. Yes! All the ways that Apple Intelligence can be used in personal applications can also benefit your day-to-day during work hours. 

With time (and user willingness), Apple Intelligence has the potential to greatly increase productivity and reduce costs. For example, Siri could easily set Calendar meetings and send email reminders. Through its powerful language learning, the time spent drafting emails could be greatly reduced. Apple has even promised advanced creative tools, which could help businesses generate professional visuals without using a graphic designer. 

Like with personal data, Apple Intelligence’s robust security infrastructure will protect sensitive business data.

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Our last word

Apple have been surprisingly slow to the party when it comes to AI. We see this as a good thing! It means Apple has had time to carefully scout the AI landscape and develop a system that is both helpful and secure to the user. 

We also think that the unique infrastructure of Apple Intelligence is like no other on the market. The fact that data is largely processed on device, rather than on server (like many AI competitors) is reassuring. Coupled with Apple’s advanced encryption, we are confident that the promise of data security is legitimate. 

The inclination to be wary of new technology is natural. We don’t want to be living in an episode of Black Mirror! We’re optimistic that Apple Intelligence will be more like living in an episode of The Jetsons – with helpful robots that know us personally, and actually make our lives easier.