Why Apple's AI storytelling is gold

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This newsletter started as a weekly digest of the most important things you need to know in tech for the week. Some of you have given me feedback that you wanted to read deeper insights and analysis on certain topics. So with this in mind, I’ll be trying something different with my weekly newsletter for the next few weeks.

And please let me know if you like this or not ❤️.

What’s changing

Instead of bullet-point news, I'll be writing short yet insightful 5-minute analyses that dive deeper into the latest stories and happenings shaping the tech world.

For this week, let’s dive deep into Apple 👇

Apple Intelligence

If you haven’t heard or seen already, Apple announced a new suite of features powered by its own AI technology dubbed ‘Apple Intelligence’ on Monday. Its Worldwide Developer Conference launch event was carefully crafted to distinguish itself from current AI leaders like Microsoft, Google, and Meta.

Some of the biggest AI features Apple Intelligence can do:

• Improved photo editing, like object removal, with AI in Photos.

• Greater Siri control over apps and actions, including asking Siri to find emails or edit photos.

• AI generation of custom emojis based on text prompts.

• Generating quick summaries of notes, text messaging threads, emails, and other texts.

• Automatically suggesting responses for emails and messages.

• An improved Mail app that can categorize emails and generate messages.

• Automatic transcription of voice memos.

• AI enhancements for Xcode to auto-complete code.

By being quiet in the race for the best and brightest foundation models, many people assumed that Apple didn’t have anything to contribute to the AI race or it was lagging behind.

But, Apple did what it always does—it took its time to build something people would actually use and find meaningful. Unlike companies that are building AI for a broad range of products, Apple is instead focused on its own devices and the personal data that AI could use. This is something only it could do (meaningfully) at scale because of its ecosystem.

Apple’s vision for AI isn’t about one big model — it’s a slew of smaller models that don’t require the same amount of computing power and memory, running on its devices and chips themselves.

TL;DR: Apple is bringing personalized AI to your devices to enhance your day-to-day lives—all while ensuring your privacy.

Apple’s storytelling

Apple took a distinct approach with its keynote from most of its competitors. While OpenAI and Google are trying to prove they are the best at AI, Apple leaned into a compelling narrative of what else we can do with AI every day on our devices at any given point in time.