Apple has launched Apple Intelligence, a suite of AI tools transforming its use of artificial intelligence. The rollout began with a software update for iPhones, iPads, and Macs on Monday.
Users with iPhone 16, iPhone 15 Pro, and Pro Max can access the new AI features by updating to iOS 18.1. The tools also work on iPad and Mac models compatible with iPadOS 18.1 and macOS Sequoia 15.
Apple’s entry into generative AI changes user-device interactions, challenging tech giants like Microsoft and Google. Generative AI creates unique text and images based on user prompts.
This launch follows the iPhone 16 release in September, which includes hardware built for AI features. Apple’s AI push aims to boost sales after a period of slower growth.
New AI Features in iOS 18.1
The Apple Intelligence update introduces writing tools, enhanced Siri features, and smarter photo management.
New writing tools provide advanced proofreading, summarizing, and editing capabilities. Siri becomes more intuitive and conversational, with a fresh activation indicator. The Photos app now allows image searches using descriptive text and introduces a Clean Up tool to remove unwanted photo elements. Users can also record and transcribe calls, with summaries available via Apple Intelligence.
These features may not appeal to all buyers initially, but analysts believe their value will become clearer over time. Angelo Zino from CFRA Research predicts consumer awareness will grow in the coming quarters.
Some users may feel let down, especially since the Image Wand feature—which transforms sketches into AI-generated images—won’t arrive until December with iOS 18.2.
Despite early reactions, analysts see potential in Apple’s AI strategy. Dan Ives from Wedbush Securities calls it the start of a broader AI evolution for Apple.
Sales Challenges and Future Expectations
Apple is betting on AI to boost sales after a slower start for the iPhone 16. Reports suggest around 37 million units sold during the first weekend of pre-sales—a drop of over 12% from the previous year. Apple also reduced iPhone 16 production orders by about 10 million units through the end of 2024.
While Apple Intelligence may eventually drive sales, immediate results aren’t expected. Ming-Chi Kuo of TF International Securities cautions that production cuts may dampen expectations for rapid growth.
Currently, Apple Intelligence features are only available in American English, but support for French, Japanese, and other languages is planned for 2025.
Looking Ahead to December
More AI features will arrive in December with iOS 18.2, including Genmoji, a tool for creating custom emojis, and a ChatGPT-enhanced Siri.
Dan Ives believes Apple’s long-term AI strategy will yield positive results as the company continues to innovate. “This will be a multi-year AI journey that defines Apple’s future,” he stated.
Zino shares this view, noting that December’s features and early 2025 updates will likely have a bigger impact on users than the initial rollout.
Apple’s quarterly earnings report is due Thursday. On Monday, Apple shares closed at $233.40, up $1.99, or 0.86%.