Getting Smart About Apple Intelligence

Everybody on the Apple Intelligence Bus! Everybody on the bus! That sure seems to be the rallying cry from Wall Street to tech blogs and the pundit beat. It’s quite exciting but only in the way a trailer for the next big movie might get us excited. The story the feature will tell isn’t ready yet, and only those in the know have knowledge of the script and what secrets it might contain.

I’m not poo-pooing what Apple will be offering. I have no way to make any judgment on whether it’ll be the next big thing, the future of computing, a train wreck or an also ran. All we have to go on is a very polished presentation designed to illicit interest. Apple boldly promises Apple Intelligence is AI for the rest of us. If that proves to be the case it begs the question as to who are the “them” or “they” that aren’t “us.”

On a promotional level alone Apple achieved success and at the moment it looks like it accomplished one of its goals with the announcement. Wall Street is certainly jumping on the Apple Intelligence bus based. Investment trends don’t always prove that intelligence and common sense go hand in hand but the market has indeed moved with Apple setting a new record high.

If all or most of what Apple promises comes close to reality it indeed does look promising. But as most of us should have learned by now, technology promises, especially AI promises of late, can have some bumps along the hallucination highway.

The timing will also be interesting, given that most of this won’t be rolling out when new iPhones debut this fall. Apple may have shifted the focus and succeeded in swinging the spotlight squarely back onto itself and yet, all we really know at the moment are the promises with a big helping of “coming later this year” tagged on at the end.

That said, it is probably wise to add to our own knowledge bases with what we do know about Apple Intelligence to this point and going forward. To that end I’ve put together a reading list of what I’ve seen so far that attracts my attention. Some of it is punditry. Some of it is technical. All of it makes for interesting reading.

First up is an interview with Apple CEO Tim Cook by Josh Tyrangiel in The Washington Post. When asked what his confidence was that Apple Intelligence will not hallucinate Cook responded:

“It’s not 100 percent. But I think we have done everything that we know to do, including thinking very deeply about the readiness of the technology in the areas that we’re using it in. So I am confident it will be very high quality. But I’d say in all honesty that’s short of 100 percent. I would never claim that it’s 100 percent.”

John Hwang in Enterprise AI Trends lays out what he views as Apple’s AI Strategy in a Nutshell.From what I know his thoughts make sense to me.

Casey Newton says Apple’s AI Moment Arrives. Here’s a quote:

“The question now is how polished those features will feel at release. Will the new, more natural Siri deliver on its now 13-year-old promise of serving as a valuable digital assistant? Or will it quickly find itself in a Google-esque scenario where it’s telling anyone who asks to eat rocks?”

Craig Federighi did an interview with Michael Grothaus of Fast Company about Apple Intelligence.

For some historical context and picking up on the discussion on how this changes (hopefully improves?) Siri, M.G. Siegler gives us The Voice Assistant Who Cried Wolf.

Wes David on The Verge gives us a list of every new AI feature coming to the iPhone and Mac. 

Security and privacy are two of the big picture concerns that accompany anything about AI in general. A couple of technical entries into the discussion that I find informative include Private Cloud Computer: A new frontier for AI privacy in the Cloud from Security Research and Introducing Apple’s On-Device and Server Foundation Models. Both are released via Apple and focus on privacy and responsible AI development.

A terrific interview with Tim Cook from YouTuber MKBHD. Most relaxed I’ve ever seen Cook in an interview.

Brian Fung of CNN takes a look at how Apple is handling your data with Apple Intelligence and the differences between Apple Intelligence and ChatGPT.

Sebastiaan de With ponders Apple’s Intelligent Strategy. 

Michael Parekh weighs in with his thoughts on how Apple is thinking different.

Steven Aquino weighs in talks about how Apple’s efforts have the potential to affect Accessibility.

Peter Kafka has published a transcript of an interview with Ben Thompson. Here’s a quote:

The real risk is execution risk. Apple does have the luxury of coming to market later, and they benefited from a huge amount of research and improvements. Like shrinking down these models, giving them high efficiencies, so they can run on-device. They’ve had all those benefits.

What they are proposing to do — to actually orchestrate different apps and different bits of data — no one has done well, yet. Apple’s bet is they can do it well because they have the data, because they are on the device. But there is a real execution risk.

Will Knight on Wired suggests that Apple Proved AI is a Feature, Not a Product. 

Some folks are concerned that one of the ways Apple is training its Apple Intelligence includes crawling the open web. If you run a website there are ways to exclude it from being crawled, but unless whatever data has already been crawled is jettisoned by Apple prior to a new training it’s a bit late. Here’s some coverage from MacStories and Six Colors on that. This issue will be one to watch in the future.

Jason Snell of Six Colors opines that Apple’s skin the game might not have been as willingly all in as Apple would have preferred.

Dwight Silverman of The Houston Chronicle wonders Will Apple’s new AI plans Help Siri Fulfill its Promise or will it disappoint again?

You can find more of my writings on a variety of topics on Medium at this link, including in the publications Ellemeno and Rome. I can also be found on social media under my name as above.