JAKARTA - Apple officially launched their innovative feature, Apple Intelligence, in Australia. This launch is accompanied by the release of the iOS 18.2 and macOS Sequoia 15.2. Apple's vice president of Global Product Marketing, Bob Borchers, is here in Australia to introduce this latest technology which is claimed to be a natural part of users' daily lives.
In an exclusive interview with the EFTM YouTube channel, Borchers explained how Apple Intelligence was designed to provide convenience without having to be searched for by users.
"The great thing about Apple Intelligence is that you don't have to look for it. This feature comes at the right time and in the right place," Borchers said. "That way, users can easily take advantage of this feature, which will naturally be part of their daily experiences."
He also revealed how this technology makes it easier for his work, especially in handling many emails every day. "I don't have to think long, this feature is immediately available and helps me complete the task quickly," he added.
Features in Apple Intelligence, such as Siri being upgraded, writing aids, and AI-based image generation, are designed to blend with users' daily activities. Borchers also insists that Apple adheres to the principles of user privacy, a value that the company considers human rights.
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Many Apple Intelligence processes are carried out directly on users' devices. Your data doesn't leave the device and you have complete control over it," Borchers said. He also describes Private Cloud Compute technology that allows data processing safely without storing information on third-party servers, such as ChatGPT or even Apple itself.
Borchers stressed that Apple is not a newcomer to artificial intelligence. "We have used AI technology and machine learning (ML) for years. IPhone cameras, for example, use AI-based and ML-based computational photography. Safety features such as AFib detection and accident detection also depend on this technology," he said.
With Apple Intelligence, Apple wants to ensure an intuitive, personal, and user privacy-preserving AI experience. This launch is an important step in Apple's long journey in the AI sector, with plans to develop further features throughout 2025, including expansion to other countries.
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