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00:00They named their AI, AI.
00:03You have to give them points for that.
00:04Hey guys, I'm Tom of TechJap,
00:05and I'm here at WWDC24.
00:07Apple Park is just over there,
00:09and obviously there's been a ton of news,
00:11but obviously the headline's all about Apple Intelligence.
00:14And this is what we've been waiting for.
00:15Proper, tangible, useful, accessible AI,
00:19all in one place, and that just works.
00:22It's actually a really big deal,
00:23and also quite overwhelming.
00:25I was sat at the event as they spent like an hour and a half
00:27talking about AI,
00:28and I came away a little bit overwhelmed.
00:30So in this video, I'm gonna break it down.
00:32What is Apple Intelligence?
00:33Why should you care?
00:35The good and the bad,
00:36because there is also one kind of major problem.
00:38So what exactly is it?
00:39Well, it's called Apple Intelligence.
00:41And what was most impressive right out of the gate
00:43was the fact that during that like two hour long keynote,
00:45I think they said the word AI,
00:47like the regular use of the word artificial intelligence,
00:50once maybe.
00:51Everything else was kind of machine learning,
00:52and there was no mention of TOPS,
00:54or neural engines particularly.
00:56Unlike Intel, and Qualcomm, and AMD,
00:58and NVIDIA, and everyone else who were like,
00:59our system has 45 TOPS of processing performance
01:02for the AI, or 48, or 50.
01:04There was really no mention of the tech,
01:05which is obviously very Apple.
01:07It's all about the user experience and the features,
01:09because really, you shouldn't need to care
01:10about any of that stuff.
01:11It should just work.
01:12So what can Apple Intelligence and this new Siri
01:15actually do?
01:16Well, simple things like prioritizing your notifications,
01:18and even summarizing them,
01:19like if you have a whole bunch of messages
01:21in the group chat.
01:22And then there's the new writing tools that can rewrite,
01:24and change the tone, and proofread,
01:26and summarize your texts, and emails, and essays.
01:28And then there's the AI-generated images,
01:30from creating your own Genmojis,
01:33turning your rough sketches and notes,
01:34or freeform into fully-formed images with ImageWand,
01:37or experimenting in the upcoming Image Playground app.
01:40Now again, a lot of these individual features aren't new.
01:43We've seen them all before.
01:44You can get them elsewhere.
01:45But we haven't seen them packaged together
01:46in a way that's so easy to use,
01:48and also safer, which we'll talk about in a second.
01:50And it's also personal to you,
01:52your calendar, your contacts,
01:53what you're looking at on screen, that personalization,
01:55and also the entire app ecosystem.
01:58So while I've been here,
01:59I've had the chance to have a little hands-on demo
02:00with the AI and Siri, and see actually how it works.
02:03Unfortunately, I wasn't able to film it or take any photos,
02:05but I do have a few thoughts, a few takeaways,
02:07including the really cool animation
02:09that you get around the edge of the phone
02:10when you activate Siri.
02:12Obviously, anyone who's 13 years old or older
02:14can register Apple ID, and therefore use an iPhone.
02:17And so this needs to be kid-friendly.
02:19Everyone needs to be able to use this.
02:20So how does it all work?
02:21Well, for the nerds among you,
02:23Apple have built their own three billion parameter,
02:25multimodal, generative AI model that lives on device, okay?
02:30For everyone else, Apple have built their own AI
02:32that runs on the iPhone, iPad, and Mac,
02:34and that doesn't need an internet connection.
02:35But it can't do everything on device.
02:37Sometimes it needs to pull more information
02:38from the internet, or the processing power required
02:40is just not gonna be good for your phone,
02:42and it will drain the battery.
02:43So if it can't do it on the device,
02:45it'll then go up to Apple's cloud AI servers.
02:47And that'll cover most stuff.
02:48But if that's not enough,
02:50then we also have chat GPT integration,
02:52all of which sounds very complicated.
02:54But what makes this Apple intelligence so good
02:56is that you don't need to think about it.
02:58You just ask Siri a question, or to make your photo pop,
03:01or when you're creating a gemmoji with a text prompt,
03:03or it's rewriting the tone of an email you've just written,
03:06it'll just do it without the need for you
03:08to jump between a stable diffusion app,
03:10or throw it into Photoshop, or sign up for chat GPT-4,
03:12and whatever else to access similar features.
03:15But what's unique to Apple is that they own the hardware,
03:17you know, they make their own Apple Silicon,
03:19they make their own devices,
03:20and also they have their own servers in the cloud
03:22and their own software.
03:24But then there's the privacy factor.
03:26Firstly, as much as possible will be done on device
03:28without using the cloud.
03:29Then when it does use the cloud,
03:31it's using Apple's private secure servers,
03:33which have been independently verified.
03:35And if they haven't been verified
03:36and checked the boxes for security,
03:38then they can't be used by the phone.
03:39You know, within that Apple ecosystem,
03:41it's gonna be as safe as you can possibly,
03:43reasonably get using AI.
03:45And then if it does pull on chat GPT integration,
03:48then it will ask you if you want to share your photo
03:51with it and share your text with it,
03:52but it'll be transparent when you're doing that
03:54and if you actually want it to do that.
03:56But crucially, no one, including Apple,
03:58will have any access to your data.
04:00It won't be logged or stored anywhere.
04:02And only the specific data it actually needs
04:04to carry out your request will be used.
04:06I shouldn't be making this video outside.
04:08Okay, let's wrap up because there is one big problem,
04:11aside from my sweaty T-shirt,
04:13and that is that you need an iPhone 15 Pro
04:16or an M1 powered iPad or Mac.
04:18They tell me it's because of the compute required
04:21and the A17 Pro chip in the 15 Pro Max
04:25is like twice as powerful as the 16
04:27that you got in the previous year.
04:28So that is the reason why cynics among us may say
04:31that this is Apple's way of getting us
04:32to buy the latest iPhone, possibly.
04:34But I do appreciate that you do need a good amount
04:36of on-device computational performance
04:39to actually make all this work.
04:40So the problem is, as magical and amazing
04:43as Apple Intelligence is and this new Siri,
04:46unless you have an iPhone 15 Pro or Pro Max
04:49or an upcoming iPhone 16 or a MacBook with a M1
04:53or an iPad with an M1,
04:55you're just not gonna get any of this yet.
04:56So what do you think?
04:57Are you excited by it?
04:58Do you hate the idea of it like Elon Musk?
05:00And if you've got any questions at all,
05:01drop a comment as well.
05:02Thank you so much for watching, guys.
05:04I'm gonna go inside and cool down a little bit now.
05:05If you enjoyed this video,
05:06then a cheeky like and subscribe would be fantastic.
05:09And I'll see you next time right here on the Tech Jam.