Let's be honest. They certainly plan to, but first they're gonna see if saying "Apple Intelligence" a bunch is going to convince people they actually did something innovative.
Knowing apple fans, it will work.
Weāll see how it pans out. As of now I donāt know of any phone manufacturer doing on-device AIā¦ so??? Is that innovation?
Google has been doing on device stuff since at least the pixel 3
Google does on the Pixel line, at least for pictures (and probably more).
I mean the biggest innovation here isn't the "AI" (partially "on-device" or otherwise). It's exposing the apps action hooks to the model.
Ok, so either way, thereās innovation no?
I get the āApple badā thing but come on, they actually ARE doing something here
I dunno if 'Siri but functional' is good enough to get points from me. That said this is definitely good for the industry
They're trying to make people associate the term "AI" with its long form spelled out, which is obviously Apple Intelligence. The goal would eventually be that when people throw out the term AI, it's assumed that they mean apple intelligence.
Great point!
This is exactly why, and as simple as it is, itās brilliant passive marketing. It stealthily implants an association to Apple Intelligence into every product and article that mentions AI, and might even require the author to distinguish their meaning when they use the acronym. Theyāve Sherlockād AI.
Because they can't patent it and troll everyone else for money.
What are some examples of Apple being patent trolls? Genuine question
Samsung Lawsuits: Appleās series of lawsuits against Samsung over alleged patent infringements related to smartphone and tablet designs and functionalities have been seen by some as overly aggressive. These lawsuits have led to significant financial penalties for Samsung and have been viewed as attempts to stifle competition rather than protect genuine innovations.
App Store Patents: Apple has been known to enforce its patents related to the App Store, targeting other companies that have tried to create similar platforms. This has sometimes been criticized as an attempt to maintain a monopoly over app distribution for iOS devices.
HTC Lawsuit: In 2010, Apple filed a lawsuit against HTC for allegedly infringing on 20 Apple patents related to the iPhoneās user interface and underlying architecture. Some viewed this as an aggressive move to slow down the growth of Android devices.
Patent Assertions Against Smaller Companies: There have been instances where Apple has asserted its patents against smaller companies or startups. Critics argue that these actions can stifle innovation and competition, as smaller companies often lack the resources to fight prolonged legal battles against a giant like Apple.
App Store Patents
"Apple denies that, based on their common meaning, the words āapp storeā together denote a store for apps"
Actual quote from a legal filing by Apple in 2011. It's about copyright but the effect and intent is the same. They wanted Amazon to not use the term "app store".
Did you generate this with chat gpt? And thatās not being a patent troll. A patent troll is specifically a company that buys up patents, that they do not intend to use and never do, and then sue for them. E.g. a company that does nothing, produces no value, and simply takes others to court for what they own.
Yeah it was generated, and you are right. Iām not sure how to format stuff to show itās AI generated so I just use the quotes.
They quite literally tried to claim that they invented the rectangle with rounded corners....
couldn't you at least choose a name with different initials?
It's the whole point. They'll try to take over the AI brand by doing this.
"So what does AI actually stand for? "
"It stands for Apple Intelligence, of course!"
"Wow, Apple really is everywhere, they are so good and competent."
This will happen too often.
The worst part about this is us calling it "Apple intelligence" ironically will make idiots believe that to be correct.
yeah but then it doesn't make sense to refuse to call it AI.
It does, because now it's their own thing.
So instead of having what everyone else is having, they have their own and also hijack theirs, because Apple put the company name in it.
iIntelligence?
iA. Gotta stick with the naming convention. IntelliApple or some thing.
"intelligence Artificielle" in French
Well they could have went with the Canadian version and called it Enhanced Hardware Intelligence or Eh-I for short
IntelliApple
Reminds me of the Microsoft IntelliMouse. Man I'm old.
And IntelliSync, so you could have the same contacts in your PC and your Palm Pilot.
Never heard of IntelliSync, I've used HotSync though
It's ok. Everyone else will do it for them.
If you acronymize "Apple Intelligence", you will get AI. They were probably just hiding it.
They always rebrand features for marketing, you aren't in a video chat you're FaceTimingā¢. You aren't talking with AI you're talking with Apple Intelligenceā¢.
Now let's add these words to the dictionary because everyone will use them.
Duh, I'm kidding, "Apple Intelligence" is a silly name anyway.
Facetiming is pretty commonly used i think
I do hear it quite a lot
Here you go Apple: šI
Yeah, this is super on-brand for Apple. They still have the Jobsian slavish devotion to branding with all the Tim Apple complete lack of understanding as to its value or how to leverage that value.
Call Apple what you will, but suggesting the 9th highest revenue company in the world lacks understanding of how to leverage its brands doesnāt really make sense to me.
Also, Forbes rates Apple as having the highest brand value of any company in the world.
Cook has not leveraged the value of Appleās innovation successfully eg Apple Silicon being limited to Apple devices vs PowerPC days, the Vision Pro being horrible, the recent hilarious iPad creativity crusher ad.
A company with Appleās market cap can do dumb shit and still appear valuable just because they have Appleās market cap.
I read OP as ānames are dumb and this is just Apple trying to be different in the same way everyone else is.ā I think all of that is true and I think itās valid criticism of the product. My last point about Appleās value is probably the most important. They can do a lot of dumb shit before it matters.
Sorry to bring this argument to yet another thread, but the only reason why what is fundamentally the exact same feature was generally perceived as a disaster for Microsoft last week and what seems to be a net win for Apple this week is that man, they do seem to understand these things.
"Apple Intelligence" is a very stupid name, though.
I'd say it's because Apple's implementation isn't essentially spyware at it's core. The Microsoft implementation was straight up deranged and dangerous, frankly.
Nah, it's exactly the same. Arguably in some aspects more suspect, in that it doesn't seem to have an opt-out at all and it IS sending some data over the Internet for remote processing.
Presumably better local security than the first version MS announced, but we'll have to see when compared to the shipping version. Definitely obscuring what they're actually doing a lot more. It's Apple magic, not just letting some AI look at your screen and stuff.
But hey, ultimately, that's my point. The fact that they went on that stage, sold the exact same thing and multiple people are out here, of all places going "no, but this time it's fine" shows just how much better at selling stuff Apple is. I'm not particularly excited or intend to use either of these, but come on, Apple's messaging was so far ahead of MS's on this one.
doesn't seem to have an opt-out
Itās opt in
Oh, did I miss that? Did they explain how that works and what AI features are still functional if you don't turn it on?
EDIT: I'm not being passive aggressive here, BTW. I genuinely don't know if they've explained this either way. If somebody can source it, I'm genuinely interested.
Appleās solution does not require 200gb of screenshots where most personal info is visible in plain textā¦
Apple wins here because they have a clear structure in their OS and all important data already in Appleās own Apps. And they analyze this stuff already very much as one can see with all the Siri suggestions everywhere since, I donāt know 5 years?
microsoftās chaos approach in their Windows is now shooting them in their foot real hard.
I hope, that we can get a open source linuxAI to be run locally, that integrates like AppleAI. Should be better possible since, at least, all apps are installed mostly the same way(s) and are designed to be dependent on each other.
I'm not saying anything particularly new and I'm mostly repeating what I've been saying since tghe announcement, but I'd argue that all of those caveats are entirely down to branding and PR and not engineering.
App design, yes. Microsoft made their Timeline 2 so that it actually shows you in the UI all the screenshots that it took from you doing stuff and that's creepy. Apple doesn't tell you what they're pulling and they are almost certainly processing it further to get deeper insights... but they do it in the background so you don't have to think about it as much.
So again, better understanding of the user, messaging and branding. Same fundamental functionality. Way different reactions.
Yes, but apple doesnāt need to screenshot shit, thats the point, they trained their customers to only use apple apps, where they have full control and force developers to use their AI API to stay relevant.
Microsoft failed to convince user to use microsoft everywhere except with teams and the office suite
Google has the relevant data of most microsoft user, and screenshoting this (like scraping) would have allowed microsoft to get to that data without paying google for it
But that is kinda shady and thus not widely accepted.
But they do, though.
The use cases they have presented are literally asking for a picture you received last week that contained a particular piece of text, selecting the text and copying it over.
I know Apple made it seem like AI is magic, but here in the real world that uses real world computers you need to know what's on the image to do that.
But hey, no, that's my point. You understand what taking a screenshot of your desktop looks like. You can grok that to the extent that you can feel weird about the idea of somebody doing that to you every five seconds. You can't wrap your head around the steps of breaking down all your information to the extent Apple is describing. Yeah, they know exactly what you did and when, and what you looked at and what it said and how it relates to everybody you know and to your activity. But since you can't intuitively understand what that requires you don't know enough to feel weird about it.
That right there is good UX, even if the ultimate level of intrusion is the same or higher.
This is not screenshoting, the picture is already a picture which the AppleAI has access to
Apple solves it by having the AI deamon running with relatively low rights and analyse stuff directly through a API where apps expose data for it
This is way less bad than just screenshoting everything and as added bonus, apps can give the AppleAI data not even shown on screen, which is impossible with the Screenshot idea.
Hold on, how is this "low rights" if it's looking at and reading every single file you have in your device AND every single thing you access online or have remotely stored? Surely from a purely technical standpoint looking at the screen is less access by every reasonable metric. You don't look at it, the AI doesn't know about it. Right? Do we have a sense of shared reality here?
Don't get me wrong, that's still very effective spyware and I certainly don't want a screenlogger running on my device, Apple or Microsoft. But if you present to me a system that constantly reads every file you access on any capacity and remembers it, displayed onscreen or not, versus one that looks at your screen... well, the one that looks at your screen knows less about you by any measure. OBS can record your screen, but it doesn't know what the emails you haven't read while you're recording say.
The info is easier to extract, easier to be made human readable, definitely creepier in concept, probably easier to exploit. But less intrusive. Can we at least agree on that?
You have other deamons on your device that have more rights. It doesnāt need rights if it gets packages delivered from apps by the API.
Of course a big flaw in appleās system is, that you donāt exactly know which system app gives what data to your personal appleAI LLM.
So long story short, microsoft should have let your personal LMM be trained by the screenshots and donāt let those screenshots be saved to disk, but only temporarily saved in RAM.
I bet, that the chips from snapdragon arenāt fast enough to achieve that good enough and this is typical microsoft bruthforce problem solving.
Of course, if someone would be able to steal your trained appleAI (like Apple for example) they still can ask anything about you.
I donāt know how apple plans to keep your trained LLM save, but that we will see soon I guess.
Maybe it is stored in iCloud in order to sync with all devices, which of course could be a problem for many people.
I use Arch, btw
I don't know that this is a matter of performance, considering MS is pushing a specific TOPS spec to support these features. From the spec we have, several of the supported devices Apple is flagging for this feature are below the 40 TOPS spec required for Copilot+. I think that's more than they're putting in M4, isn't it?
Granted, Apple IS in fact sending some of this data to server to get processed, so on that front they are almost certainly deploying more computing power than MS at the cost of not keeping the processing on-device. Of course I get the feeling that we disagree about which of those is the "brute force" solution.
I also think you're misunderstanding what Apple and MS are doing here. They're not "training" a model based on your data. That'd take a lot of additional effort. They presumably have some combination of pre-existing models, some proprietary some third party and they are feeding your data into the models in response to your query to serve as context.
That's fundamentally different. It's a different step on the process, it's a different piece of work. And it's very similar to the MS solution because in both cases when you ask something the model is pulling your data up and sharing it with the user. The difference is that in MS's original implementation the data also resided in your drive and was easily accessible even without querying the model as long as you were logged into the user's local account.
But the misconception is another interesting reflection of how these things are branded. I suppose Apple spent a ton of time talking about the AI "learning" about you, implying a gradual training process, rather than "we're just gonna input every single text message you've ever sent into this thing whenever you ask a question". MS was all "we're watching you and our AI will remember watching you for like a month in case you forget", which certainly paints a different mental picture, regardless of the underlying similarities.
... or BI for better Intelligence, CI for common intelligence .... YI for yummy intelligence, ZI for zoomers intelligence ...
Suppose they learned from calling siri an Ai
So I've been at a corporate offsite all week. I'm sick of hearing about "alpha" and "genai". Business and leadership are so up their own asses. I've been holding back so long on asking a question around the general morality of the bed they're making. I'm so curious where the future is going to go. We are in an arms race when it comes to LLMs
Of course not. They didn't think of it but they name their shit so it abbreviates to it. What a bunch of pretentious assholes.
iAI
(...will always love you šµ)
i AI Captain.
Let's be honest. They certainly plan to, but first they're gonna see if saying "Apple Intelligence" a bunch is going to convince people they actually did something innovative.
Knowing apple fans, it will work.
Weāll see how it pans out. As of now I donāt know of any phone manufacturer doing on-device AIā¦ so??? Is that innovation?
Google has been doing on device stuff since at least the pixel 3
Google does on the Pixel line, at least for pictures (and probably more).
I mean the biggest innovation here isn't the "AI" (partially "on-device" or otherwise). It's exposing the apps action hooks to the model.
Ok, so either way, thereās innovation no?
I get the āApple badā thing but come on, they actually ARE doing something here
I dunno if 'Siri but functional' is good enough to get points from me. That said this is definitely good for the industry
They're trying to make people associate the term "AI" with its long form spelled out, which is obviously Apple Intelligence. The goal would eventually be that when people throw out the term AI, it's assumed that they mean apple intelligence.
Great point!
This is exactly why, and as simple as it is, itās brilliant passive marketing. It stealthily implants an association to Apple Intelligence into every product and article that mentions AI, and might even require the author to distinguish their meaning when they use the acronym. Theyāve Sherlockād AI.
Because they can't patent it and troll everyone else for money.
What are some examples of Apple being patent trolls? Genuine question
"Apple denies that, based on their common meaning, the words āapp storeā together denote a store for apps"
Actual quote from a legal filing by Apple in 2011. It's about copyright but the effect and intent is the same. They wanted Amazon to not use the term "app store".
Did you generate this with chat gpt? And thatās not being a patent troll. A patent troll is specifically a company that buys up patents, that they do not intend to use and never do, and then sue for them. E.g. a company that does nothing, produces no value, and simply takes others to court for what they own.
Yeah it was generated, and you are right. Iām not sure how to format stuff to show itās AI generated so I just use the quotes.
They quite literally tried to claim that they invented the rectangle with rounded corners....
https://www.engine.is/news/category/in-apple-v-samsung-scotus-sided-with-reason-over-rounded-corners
couldn't you at least choose a name with different initials?
It's the whole point. They'll try to take over the AI brand by doing this.
"So what does AI actually stand for? "
"It stands for Apple Intelligence, of course!"
"Wow, Apple really is everywhere, they are so good and competent."
This will happen too often.
The worst part about this is us calling it "Apple intelligence" ironically will make idiots believe that to be correct.
yeah but then it doesn't make sense to refuse to call it AI.
It does, because now it's their own thing.
So instead of having what everyone else is having, they have their own and also hijack theirs, because Apple put the company name in it.
iIntelligence?
iA. Gotta stick with the naming convention. IntelliApple or some thing.
"intelligence Artificielle" in French
Well they could have went with the Canadian version and called it Enhanced Hardware Intelligence or Eh-I for short
Reminds me of the Microsoft IntelliMouse. Man I'm old.
And IntelliSync, so you could have the same contacts in your PC and your Palm Pilot.
Never heard of IntelliSync, I've used HotSync though
It's ok. Everyone else will do it for them.
If you acronymize "Apple Intelligence", you will get AI. They were probably just hiding it.
They always rebrand features for marketing, you aren't in a video chat you're FaceTimingā¢. You aren't talking with AI you're talking with Apple Intelligenceā¢.
Now let's add these words to the dictionary because everyone will use them.
Duh, I'm kidding, "Apple Intelligence" is a silly name anyway.
Facetiming is pretty commonly used i think
I do hear it quite a lot
Here you go Apple: šI
Yeah, this is super on-brand for Apple. They still have the Jobsian slavish devotion to branding with all the Tim Apple complete lack of understanding as to its value or how to leverage that value.
Call Apple what you will, but suggesting the 9th highest revenue company in the world lacks understanding of how to leverage its brands doesnāt really make sense to me.
Also, Forbes rates Apple as having the highest brand value of any company in the world.
https://www.forbes.com/powerful-brands/list/3/
Yeah but some dude on a tiny little no name website could totally do better man. He TRULY understands business unlike Apple.
Did.....did you really try to say Apple doesn't understand how to leverage its value?
How many billions did you make last year?
I agree with you. I think the responses to your comment are missing a few key points
I read OP as ānames are dumb and this is just Apple trying to be different in the same way everyone else is.ā I think all of that is true and I think itās valid criticism of the product. My last point about Appleās value is probably the most important. They can do a lot of dumb shit before it matters.
Sorry to bring this argument to yet another thread, but the only reason why what is fundamentally the exact same feature was generally perceived as a disaster for Microsoft last week and what seems to be a net win for Apple this week is that man, they do seem to understand these things.
"Apple Intelligence" is a very stupid name, though.
I'd say it's because Apple's implementation isn't essentially spyware at it's core. The Microsoft implementation was straight up deranged and dangerous, frankly.
Nah, it's exactly the same. Arguably in some aspects more suspect, in that it doesn't seem to have an opt-out at all and it IS sending some data over the Internet for remote processing.
Presumably better local security than the first version MS announced, but we'll have to see when compared to the shipping version. Definitely obscuring what they're actually doing a lot more. It's Apple magic, not just letting some AI look at your screen and stuff.
But hey, ultimately, that's my point. The fact that they went on that stage, sold the exact same thing and multiple people are out here, of all places going "no, but this time it's fine" shows just how much better at selling stuff Apple is. I'm not particularly excited or intend to use either of these, but come on, Apple's messaging was so far ahead of MS's on this one.
Itās opt in
Oh, did I miss that? Did they explain how that works and what AI features are still functional if you don't turn it on?
EDIT: I'm not being passive aggressive here, BTW. I genuinely don't know if they've explained this either way. If somebody can source it, I'm genuinely interested.
Appleās solution does not require 200gb of screenshots where most personal info is visible in plain textā¦ Apple wins here because they have a clear structure in their OS and all important data already in Appleās own Apps. And they analyze this stuff already very much as one can see with all the Siri suggestions everywhere since, I donāt know 5 years? microsoftās chaos approach in their Windows is now shooting them in their foot real hard.
I hope, that we can get a open source linuxAI to be run locally, that integrates like AppleAI. Should be better possible since, at least, all apps are installed mostly the same way(s) and are designed to be dependent on each other.
I'm not saying anything particularly new and I'm mostly repeating what I've been saying since tghe announcement, but I'd argue that all of those caveats are entirely down to branding and PR and not engineering.
App design, yes. Microsoft made their Timeline 2 so that it actually shows you in the UI all the screenshots that it took from you doing stuff and that's creepy. Apple doesn't tell you what they're pulling and they are almost certainly processing it further to get deeper insights... but they do it in the background so you don't have to think about it as much.
So again, better understanding of the user, messaging and branding. Same fundamental functionality. Way different reactions.
Yes, but apple doesnāt need to screenshot shit, thats the point, they trained their customers to only use apple apps, where they have full control and force developers to use their AI API to stay relevant.
Microsoft failed to convince user to use microsoft everywhere except with teams and the office suite
Google has the relevant data of most microsoft user, and screenshoting this (like scraping) would have allowed microsoft to get to that data without paying google for it
But that is kinda shady and thus not widely accepted.
But they do, though.
The use cases they have presented are literally asking for a picture you received last week that contained a particular piece of text, selecting the text and copying it over.
I know Apple made it seem like AI is magic, but here in the real world that uses real world computers you need to know what's on the image to do that.
But hey, no, that's my point. You understand what taking a screenshot of your desktop looks like. You can grok that to the extent that you can feel weird about the idea of somebody doing that to you every five seconds. You can't wrap your head around the steps of breaking down all your information to the extent Apple is describing. Yeah, they know exactly what you did and when, and what you looked at and what it said and how it relates to everybody you know and to your activity. But since you can't intuitively understand what that requires you don't know enough to feel weird about it.
That right there is good UX, even if the ultimate level of intrusion is the same or higher.
This is not screenshoting, the picture is already a picture which the AppleAI has access to
Apple solves it by having the AI deamon running with relatively low rights and analyse stuff directly through a API where apps expose data for it
This is way less bad than just screenshoting everything and as added bonus, apps can give the AppleAI data not even shown on screen, which is impossible with the Screenshot idea.
Hold on, how is this "low rights" if it's looking at and reading every single file you have in your device AND every single thing you access online or have remotely stored? Surely from a purely technical standpoint looking at the screen is less access by every reasonable metric. You don't look at it, the AI doesn't know about it. Right? Do we have a sense of shared reality here?
Don't get me wrong, that's still very effective spyware and I certainly don't want a screenlogger running on my device, Apple or Microsoft. But if you present to me a system that constantly reads every file you access on any capacity and remembers it, displayed onscreen or not, versus one that looks at your screen... well, the one that looks at your screen knows less about you by any measure. OBS can record your screen, but it doesn't know what the emails you haven't read while you're recording say.
The info is easier to extract, easier to be made human readable, definitely creepier in concept, probably easier to exploit. But less intrusive. Can we at least agree on that?
You have other deamons on your device that have more rights. It doesnāt need rights if it gets packages delivered from apps by the API. Of course a big flaw in appleās system is, that you donāt exactly know which system app gives what data to your personal appleAI LLM. So long story short, microsoft should have let your personal LMM be trained by the screenshots and donāt let those screenshots be saved to disk, but only temporarily saved in RAM. I bet, that the chips from snapdragon arenāt fast enough to achieve that good enough and this is typical microsoft bruthforce problem solving. Of course, if someone would be able to steal your trained appleAI (like Apple for example) they still can ask anything about you. I donāt know how apple plans to keep your trained LLM save, but that we will see soon I guess. Maybe it is stored in iCloud in order to sync with all devices, which of course could be a problem for many people. I use Arch, btw
I don't know that this is a matter of performance, considering MS is pushing a specific TOPS spec to support these features. From the spec we have, several of the supported devices Apple is flagging for this feature are below the 40 TOPS spec required for Copilot+. I think that's more than they're putting in M4, isn't it?
Granted, Apple IS in fact sending some of this data to server to get processed, so on that front they are almost certainly deploying more computing power than MS at the cost of not keeping the processing on-device. Of course I get the feeling that we disagree about which of those is the "brute force" solution.
I also think you're misunderstanding what Apple and MS are doing here. They're not "training" a model based on your data. That'd take a lot of additional effort. They presumably have some combination of pre-existing models, some proprietary some third party and they are feeding your data into the models in response to your query to serve as context.
That's fundamentally different. It's a different step on the process, it's a different piece of work. And it's very similar to the MS solution because in both cases when you ask something the model is pulling your data up and sharing it with the user. The difference is that in MS's original implementation the data also resided in your drive and was easily accessible even without querying the model as long as you were logged into the user's local account.
But the misconception is another interesting reflection of how these things are branded. I suppose Apple spent a ton of time talking about the AI "learning" about you, implying a gradual training process, rather than "we're just gonna input every single text message you've ever sent into this thing whenever you ask a question". MS was all "we're watching you and our AI will remember watching you for like a month in case you forget", which certainly paints a different mental picture, regardless of the underlying similarities.
Too late
How about "Apple Idiocracy" ?
No they donāt, they call it AI right at the top of the page advertising it on their website.
https://www.apple.com/apple-intelligence/
... or BI for better Intelligence, CI for common intelligence .... YI for yummy intelligence, ZI for zoomers intelligence ...
Suppose they learned from calling siri an Ai
So I've been at a corporate offsite all week. I'm sick of hearing about "alpha" and "genai". Business and leadership are so up their own asses. I've been holding back so long on asking a question around the general morality of the bed they're making. I'm so curious where the future is going to go. We are in an arms race when it comes to LLMs
Of course not. They didn't think of it but they name their shit so it abbreviates to it. What a bunch of pretentious assholes.
It's because it's not artificial, it's organic.
They just want to Think Different.
Unfortunately that often means being stupid.
i AI
Of course not