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Apple Intelligence Is Core To The Future

Apple jumps (big splash!) into the artificial intelligence… and it feels like the future is closer than ever.

Is that just buzz or raw truth?
They’re calling it Apple Intelligence (clever play on “artificial intelligence”) and it was launched last week at their WWDC 2024 event.

What are we getting?

It feels like we’re getting AI sprinkled into every nook and cranny of the iPhone (and the iPad and MacBooks).
Sure, it’s got quirky tricks like being able to create custom emojis on the fly by simply typing a description (want an emoji of a raccoon licking an ice cream cone? Just type it in, and there it is!).
But the real game-changer lies in the updates to Siri and the writing and composing tools (imagine asking your phone to rewrite an email to make it more professional or punch up a boring text message).

And your voice will boom too.

For many, Siri has often been seen as lagging, but that hasn’t stopped us from using our voice (instead of our fingers) to create and navigate.
Now, Siri becomes a true voice assistant… in every sense of the word.
You will be able to give Siri more complex commands and watch it seamlessly perform tasks across multiple apps (that sounds like a real assistant).

So, is Apple slow to AI?

Not a chance.
OpenAI and Microsoft might have taken the early lead in the consumer facing Generative AI race, but Apple’s had machine learning for some time and is looking at their large language model approach with a focus user privacy.

So…

Apple Intelligence represents a significant leap forward in AI technology – it really does feel like it will be a massive layer within everything Apple delivers.
As we embrace these advancements (and we will), it’s crucial to balance leveraging AI’s benefits and maintaining our agency and privacy.

Apple could be the ones to really get it right.

This is what David Heurtel and I discussed on CJAD 800 AM. Listen in right here.

Before you go… ThinkersOne is a new way for organizations to buy bite-sized and personalized thought leadership video content (live and recorded) from the best Thinkers in the world. If you’re looking to add excitement and big smarts to your meetings, corporate events, company off-sites, “lunch & learns” and beyond, check it out.

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.