Apple Intelligence: More Promises Than Realita

Illustration of Genmoji, which is currently not in Apple Intelligence (photo: x @theapplehub)

JAKARTA - In recent years, the world of technology has been filled with talks about generative artificial intelligence. While its competitors have launched various advanced AI tools, Apple seems slow in adopting this trend. In WWDC 2024 last June, Apple finally announced Apple Intelligence, but to date, the concept is still more of a promise than a reality.

Apple Intelligence is a collection of AI-based tools designed by Apple, including Writing Tools for text proofreading and rewriting, simplification of articles, emails, and notifications, as well as Genmoji and applications to create illustrations. In addition, a new Siri backed by Apple Intelligence is promised to be smarter, more natural, fast, and reliable, and have deeper integration with the app.

However, following the big announcement, the real development of Apple Intelligence is still very limited. The first Beta iOS 18 doesn't even include these features, and Apple has confirmed that Apple Intelligence won't be ready to release on iOS 18.0 in September.

Currently, users running iOS 18.1 beta with Apple Intelligence can only rewrite text and summarize articles or notifications. Improvements to Photos and Siri applications do exist, but key features such as Genmoji, Image Playgrounds, removal of objects from photos, Siri with generative AI, and ChatGPT integration are not yet available. Those features are promised to be launched "in the next year."

With this delay, Apple seems to be struggling to catch up with competitors like OpenAI with ChatGPT and Google with its AI Gemini assistant, who have already launched advanced features to users in various countries.

Although some may argue that Apple is preparing something better or safer, for users, Apple Intelligence currently feels less than what its competitors have already offered. Thus, Apple Intelligence's short-term future looks less promising.