Unlocking the Core of Innovation: APPLE's Journey Towards Useful AI

As artificial intelligence gets the world ready for its takeover, it’s hard to avoid the hype surrounding every single new innovation that seems like it might be AI technology. This year’s Apple Worldwide Developers Conference is one of the key moments that we’re looking to for the unveiling of the next big Artificial Intelligence development, aptly dubbed: Apple Intelligence. The central story here is what we need Apple to focus on: avoiding spectacle in its approach to AI.

Reliability Above All: Enhancing User Experience with APPLE AI

This extreme user-centric-ness is something that’s deeply embedded in the DNA of Apple. So it makes sense that AI is not only an opportunity for Apple, to provide people with more useful interactions between themselves and the phones, the computers and the other devices, but it’s actually something that Apple has to do. The story the company wants to tell is that it’s going to help you get more things done using AI, that it’s going to make you more reliant on Apple. AI is something that’s integral to the company going forward...

A Stance on Privacy: APPLE's Commitment

Privacy is and has always been part of the core of Apple’s interior design ethos – a point that can’t be overstated, as the company embarks further into AI. This care, perhaps relegating stronger AI features to the newest models of devices and providing them as opt-in features, demonstrates a level of respect for the autonomy of users that is hard to match...

Refining Siri: Towards Greater Accuracy and Utility with APPLE AI

The other key part of Apple’s AI evolution concerns Siri. Making Siri better at ‘understanding’ and responding to people and requests will make the experience of using the device much more natural and seamless in everyday use. Siri could become more than a very clever voice service, but a kind of AI intelligence that can create a set of intelligent shortcuts for complex workflows, potentially transforming the way users interact with their devices...

The Partnership Horizon: Exploring New AI Collaborations with APPLE

Hinted possibilities of collaboration with OpenAI swap for Apple Intelligence’s first brave steps into a very complex field: generative AI. And some challenging problems, too – not least about AI’s tendency to generate false and biased output. It appears Apple is again hoping to stay out of the content of its AI features – at least for the time being. Instead, it continues to target the usability of AI, while avoiding mistakes made by others...

Beyond the Flash: Making AI Meaningful with APPLE

So far, Apple has made noises about taking the AI world in just such a direction and, as it looks forward, it would be wise to make that a centrepiece of its growth strategy. If it does so, and succeeds, it will have created a new class of experiences that will truly delight users in all the right ways...

Understanding APPLE: A Technological Vanguard

Apple is a leading institution in technology both historically and currently as it continues to innovate and push the limits of what’s possible within new technologies both now and in the near future. It was founded by Steve Jobs and Steve Wozniak in Cupertino in California, and has grown from being at the forefront of personal computer innovation to being one of the biggest tech companies globally...