Apple Intelligence could be bad news for AI gadgets

(Image credit: Apple)

So, the rumours were true. Apple has elected to call its own, on-device AI Apple Intelligence. Which is either genius or ridiculous, depending which way you look at it. Last night's announcements at WWDC were fruitful, even for Apple, with the company revealing the latest generations of each of its operating systems. But all anybody's talking about is Apple Intelligence.

"Setting a new standard for privacy in AI, Apple Intelligence understands personal context to deliver intelligence that is helpful and relevant," reads Apple's opening salvo. And indeed, the (mostly) on-device aspect of Apple AI sounds like the company is making big strides when it comes to privacy in AI. And it's also drawing comparisons with a couple of other, somewhat ill-fated AI devices.

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.