Apple Intelligence is here. What does it mean for developers, consumers, and innovation?

Apple is taking a different approach to generative artificial intelligence (GenAI) compared to other tech companies, choosing to experiment behind the scenes and slowly test out its potential. The result of this cautious approach is Apple Intelligence, which promises to unlock transformative opportunities for users by seamlessly integrating GenAI capabilities into iOS products and devices. This integration opens up a whole new set of possibilities, including greater AI capabilities for developers, better (and more personalized) experiences for consumers, and ultimately greater innovation across the board. However, there are still challenges to be addressed, such as ensuring app quality and functionality, testing integrations at scale, addressing privacy concerns, and iterating quickly with consumer input. Despite these challenges, Apple Intelligence has the potential to change the game in the app space and unlock a huge range of use cases, elevating how consumers interact with apps and enabling more automation.