Apple Intelligence Takes Over Latest iPhones

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Apple Intelligence Takes Over Latest iPhones

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Apple unveiled its iPhone 16 Monday at its Glowtime event, focusing on generative AI (GAI) and how engineers rebuilt its latest phone with enhanced processing capabilities.

"The next generation of iPhone has been designed for Apple Intelligence from the ground up," said Apple CEO Tim Cook. "It marks the beginning of an exciting new era. iPhone 16 raises the bar for what an iPhone can do."

The upgrades will give advertisers more options to expand experiences on the phones using AI images and videos because they support more processing power, although Apple did not discuss this during the event.

Apple Intelligence, -- the company’s new suite of artificial intelligence (AI) services -- automates tasks like image generation, smarter searching in Photos, rewriting emails and summarizing web articles.

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"It's too early to tell at this point since we've not seen the extent of Apple Intelligence's effect on email summaries, but this could mean marketers would need to find creative ways to make their summaries stand out so the AI does a better job of surfacing them," said Emarketer analyst Gadjo Sevilla.

The iPhone 16s unveiled on Monday, and last year’s iPhone 15 Pro, are the only phones that can run the new software because older models are too slow to handle the tasks.

Apple built the iPhone 16 with a new chip, A18, more CPU and GPU cores, as well as faster Neural Engine for better AI processing and more memory -- something required for AI.

Visual Intelligence with AI for the iPhone 16 series only lets users search with the iPhone's camera by tapping the Camera Control button to learn more.

For aesthetics, it has an aluminum back, and a customizable button that can be used for camera controls.

In June, Apple explained how its AI will have a deeper understanding of content. Powered by Apple Intelligence, Siri becomes more deeply integrated into the system experience.

Siri became more natural, contextually relevant, and personal, with the ability to simplify and accelerate everyday tasks. It can follow along if users stumble over words and maintain context from one request to the next. Users gained the ability to switch between text and voice to communicate with Siri.

Emarketer estimates there are 132.5 million iPhone users in the U.S.

Apple leveraged the iPhone’s camera as a way to capture information and run web searches, and query GAI services like ChatGPT, but it's also using voice dictation through an updated Siri assistant to run on device applications such as searches and automations that usually require multiple steps, according to Emarketer.

The focus on privacy—running AI processes  securely on-device while using Private Cloud Compute to offload heavy workloads to secure servers—highlights the benefits of Apple’s highly integrated ecosystem which could push adoption in enterprise applications.

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September 9, 2024 at 03:48PM