Hard, hard work
Apple’s teams have evidently worked incredibly hard to come this far, and execs did introduce truly impressive new AI features focused on what customers and developers actually need. The company also played to its strengths, particularly around vision intelligence; private-by-design (large language models) LLMs; highly useful contextual awareness; and Siri AI, which works as an app and lets you carry on conversational quests securely across all your Apple devices.
As anticipated, Apple also introduced APIs developers will be able to use to provide new AI features in their apps.
Among the many individual tools most of us can expect to use this fall, are:
- Siri AI, which can help users search for information across their messages, emails, photos, and more; answer questions about virtually any topic; and take action in apps.
- Apple Passwords, which now automatically fix weak and compromised passwords with agentic AI.
- Spatial reframing, which lets users recompose a photo after it’s been taken by dragging to shift perspective, as if repositioning the camera in the original scene.
- A new Extend Tool, which expands the edges of an image to add breathing room, fix a crooked horizon, or change aspect ratio without losing the original subject.
- A Notify Me tool that monitors web pages for changes such as price drops or restocks and sends a notification when something changes.
- Photorealistic image generation, which supports the creation of high-quality photo-realistic images via a new generative model running on Private Cloud Compute.
- One-tap contextual suggestions in Messages, which surface actions such as creating reminders and notes, or finding relevant photos based on conversation context.
- And Describe a Shortcut, which means users can describe an automation they want in plain language and Shortcuts assembles the required steps automatically.
All about you, not AI
Apple did not seek to introduce AI features for their own sake; instead, it remains deeply focused on how to make its devices more useful to customers. As Craig Federighi, Apple’s senior vice president of software engineering, said:
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