Apple Event 2024: "Apple Intelligence" Below Market Expectations
"Good things, very good things—emphasis on privacy, computing on your device, computing on your private cloud – BUT the market was expecting much more."
Apple Event 2024: Unveiling the Future of Personal Technology
The much-anticipated “Apple Event 2024” concluded on 10th June, 2024 just a few minutes ago at the Steve Jobs Theater in Apple Park, Cupertino, California. This event has left the global tech community, competitors, and developers buzzing with excitement and curiosity. True to form, the event showcased a blend of innovative product announcements and significant software updates, headlined by Apple's CEO Tim Cook and Senior Vice President of Software Engineering, Craig Federighi. This year's theme centred on the fusion of artificial intelligence across all synced Apple devices, with a paramount concern for privacy and user experience. Apple promises a future where technology becomes even more integrated into our personal lives while keeping our personal data secure and optimally used to generate responses most relevant to each user as a unique individual.
A New Era of Apple Intelligence
Tim Cook introduced the concept of "Apple Intelligence," a suite of AI-driven features designed to enhance user experience across Apple devices. Cook emphasised the importance of these tools being not only powerful and intuitive but also deeply personal and private. "As we look to build in these incredible new capabilities, we want to ensure that the outcome reflects the principles at the core of our products. It has to understand you and be grounded in your personal context," Cook stated.
Craig Federighi expanded on this by showcasing how Apple Intelligence can streamline daily tasks. Features like enhanced Siri capabilities, which can now understand mid-sentence corrections and perform actions across apps, and the new "Rewrite" tool, which offers multiple versions of user-written text to choose from, exemplify Apple's commitment to making AI both useful and user-friendly.
Spoiler Alert: Fell short of the Market Expectations
Following the conclusion of the Apple Event, the response from the broader market has been mixed. While Apple's emphasis on privacy, on-device computing, and private cloud solutions received praise, there was a sense that the market had anticipated more groundbreaking innovations and partnerships, especially when OpenAI CEO Sam Altman was seen walking in along with the Chair of the OpenAI Board, Adam D'Angelo. As I tweeted, "Apple Intelligence? Good things, very good things—emphasis on privacy, computing on your device, computing on your private cloud – BUT the market was expecting much more." This sentiment was echoed by many who felt the event did not deliver the "sheer magic" that was hoped for.
Additionally, questions about the independence and effectiveness of the experts verifying Apple's privacy protocols arose, highlighting concerns about the security of their systems. "More the number of intermediaries you put in, more vulnerable your system becomes, in my humble opinion." The performance of Apple's stock in the coming months will be a key indicator of market confidence in these new initiatives.
Major Announcements and Features
iPhone and iPad Updates
The event highlighted significant updates to the iPhone and iPad, including the introduction of iOS 18 and iPadOS 18. These updates bring enhanced personalisation options, such as a revamped dark mode, a redesigned control centre, and new privacy features that allow users to lock or hide apps. The new "Smart Script" feature on iPad can replicate and improve the appearance of handwritten notes, making them more legible while maintaining the user's unique style.
MacOS Sequoia
Mac users can look forward to MacOS Sequoia, which includes iPhone mirroring, allowing iPhone alerts to appear directly on the Mac, and new video conferencing features such as presenter preview and background replacements. This update aims to enhance productivity and connectivity for Mac users.
Apple Watch and Health
Apple Watch continues to evolve with WatchOS 11, introducing new health and fitness features. The watch will now monitor vitals more closely, providing insights into activities like drinking alcohol and offering an "effort rating" for workouts. These updates solidify Apple Watch's position as a comprehensive health companion.
AI Integration and Privacy
One of the most significant announcements was the integration of AI into Apple's ecosystem with a strong emphasis on privacy. Apple's new AI capabilities are designed to operate primarily on-device, ensuring that personal data remains secure. When additional computational power is needed, Apple's "private cloud computing" ensures that data is processed securely without being stored.
Exclusive Insights from our Honorary Tech Adviser
a.) Innovative Visual and Audio Enhancements
According to our honorary Tech Adviser, Austin Texas-based Bilawal Sidhu, the recent Apple keynote showcased several groundbreaking updates in the realm of visual and audio technology. Users can now convert any 2D photo into a 3D spatial photo directly within the Photos app, enhancing the way memories are experienced. Additionally, Final Cut Pro will soon support spatial video editing, thanks to a new partnership with Vimeo, allowing for immersive 8K 180-degree video with spatial audio.
Apple is also integrating support for Blackmagic cameras and other editing utilities, underscoring their commitment to professional-grade content creation. Notably, Apple Maps is getting offline access to trails in all US National Parks, and a new "Tap to Cash" feature will enable users to swap cash without sharing numbers or emails, further simplifying peer-to-peer transactions. Apple TV is set to receive the InSight feature, similar to Amazon X-Ray, enhancing user interaction with content by providing detailed information about actors and songs in real-time.
b.) Revolutionary AI Integration and Privacy Focus
Bilawal Sidhu also highlighted significant advancements in AI and privacy features across Apple's ecosystem. The new AI-driven personalized spatial audio ensures a unique listening experience tailored to each user. Apple Watch introduces a training load feature to track workout intensity, potentially competing with fitness wearables like Whoop. The iPad's new calculator app with math notes functionality allows users to solve complex problems in their handwriting, dynamically plotting results akin to a native Khan Academy demo.
Remote Desktop now allows users to control their phone and perform native postings on social media platforms like X, IG, and TikTok from their Mac, showcasing seamless continuity across devices. Industry-leading segmentation on the iOS app and private browsing features emphasize Apple's dedication to user privacy, drawing a stark contrast with competitors like Google Chrome. Apple's orchestration via in-app actions, combined with a powerful on-device semantic index, offers a questionable privacy-centric approach to managing personal data, setting a mediocre standard in personal intelligence and secure computing that has been questioned by the tech-billionaire, Elon Musk..
Apple Intelligence—Summarized from Apple Website
a.) Summarized from the official Apple website just after the event concluded, Apple Intelligence represents the next big step for Apple. It integrates personal intelligence into your devices to enhance your writing, self-expression, and task management with ease. This innovation simplifies daily activities and sets a new standard for privacy in AI.
b.) According to Apple, iOS 18 offers unprecedented customization options for your iPhone. It ensures you stay connected with friends and family while making everyday interactions more magical. iPadOS 18 introduces new ways to work with the Apple Pencil. It features more responsive apps and greater customization, allowing your ideas to come to life like never before.
c.) macOS Sequoia enhances productivity by letting you arrange your workspace on the fly. You can browse the web with focus and mirror your iPhone wirelessly. All these tasks are simplified and accelerated with Apple Intelligence.
d.) watchOS 11 provides deeper insights into your daily health status using overnight vitals. It shows how workouts impact your body over time and offers finely tuned features specifically catered to you. Lastly, visionOS 2 redefines the way you relive and share photos. It immerses you in entertainment and work, and allows you to navigate with new gestures. This pushes the groundbreaking experiences of Apple Vision Pro even further.
Explore these previews on the Apple website to see how Apple Intelligence can transform your digital life.
Market Reaction and Long-Term Outlook
Despite the innovative announcements covering virtually the entire gamut of their products, initial market reactions from independent tech reviewers like Bilawal Sidhu were lukewarm, with Apple shares dipping slightly during the event. Many market analysts had expected groundbreaking AI developments, including a potentially powerful partnership with OpenAI of Sam Altman fame, that would position Apple as a leader in the AI space alongside OpenAI-Microsoft and Google. However, Apple's focus on privacy, proprietary software, and enhancing user experience may prove to be a strategic move for long-term growth.
In summary, while the 2024 Apple Event may not have delivered the sheer magic some had anticipated, it showcased a solid vision for the future. Apple's commitment to privacy, user experience, and seamless integration across devices sets a strong foundation for continued growth. As the tech community and consumers digest these new features, Apple remains on a promising trajectory—its own trajectory, rather than following the herd—reinforcing its position as a leader in personal technology. The weather today may have been a little inclement, but the long-term outlook is definitely good.
Post Script:
Here’s what the Apple CEO tweeted after the event concluded. “It’s personal, powerful, and private—and it’s integrated into the apps you rely on every day. Introducing Apple Intelligence—our next chapter in AI.”
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Epilogue
Elon Musk, the Tesla CEO was much less forgiving of the Apple’s privacy proposals. This what he said in a series of tweets.
“Apple using the words “protect your privacy” while handing your data over to a third-party AI that they don’t understand and can’t themselves create is *not* protecting privacy at all!”
“It’s patently absurd that Apple isn’t smart enough to make their own AI, yet is somehow capable of ensuring that OpenAI will protect your security & privacy! Apple has no clue what’s actually going on once they hand your data over to OpenAI. They’re selling you down the river.”
“If Apple integrates OpenAI at the OS level, then Apple devices will be banned at my companies. That is an unacceptable security violation.” In reply he added: “And visitors will have to check their Apple devices at the door, where they will be stored in a Faraday cage.”
