Apple launches its own AI revolution, but Europe must wait for now
Apple on Monday rolled out updates to its operating systems that bring Apple Intelligence’s integrated artificial intelligence (AI) following the unveiling of its new all-in-one iMac lineup. This AI has been designed to work across Apple’s entire ecosystem – encompassing not only iPhones, but also iPads and Macs.
Users can take advantage of Apple Intelligence through iOS 18.1, iPadOS 18.1 and macOS Sequoia 15.1 updates, but with some regional restrictions, while European Union residents unfortunately remain restricted due to current EU regulations. Apple has stood by its earlier statement that due to strict EU data protection regulations, Apple Intelligence will not yet be fully available to European users.
While users outside the EU can use Apple Intelligence immediately, it is only available to European customers on Macs running macOS Sequoia 15.1, provided they have the system language set to US English. Users of Apple devices set to other languages, such as Czech, will therefore not be able to use the AI features. Apple has promised that additional Apple Intelligence features will be rolled out to European iPhone and iPad users in April next year, but the company has stressed that any features available in other parts of the world will not automatically be made available in the EU. Apple said that features that will also be available in the EU include writing tools, Genmoji, an improved Siri with better language capability and ChatGPT chatbot integration.
The reason for limiting the availability of AI in the EU is due to Apple’s concerns about the impact of Digital Markets Act (DMA) regulation, which requires companies to allow wider interoperability of their systems with other platforms. Apple is concerned that this requirement could lead to compromises in user privacy and data security. The company said in a June statement that the DMA could introduce security risks and impinge on the integrity of their products. Still, Apple has expressed a willingness to work with the European Commission to find a solution that would allow Apple Intelligence to be deployed in the EU while maintaining high privacy standards.
Apple Intelligence brings a range of innovative features to the Apple ecosystem. This AI is capable of recognising text and images, making it easier to search for specific photos, for example. Thus, a user can easily find photos of loved ones or other images without a lengthy scroll through an album. Apple Intelligence also offers advanced photo editing features such as automatic removal of unwanted objects in the background. Additionally, it can create images based on text descriptions, meaning that if a user types in, for example, “flowering garden,” the AI will create a realistic image matching the description.
Another area where Apple Intelligence excels is in supporting text typing. AI can not only suggest the wording of an email or message, but also create texts based on the user’s notes. This can be useful for writing formal documents or even personal messages. In addition, Apple Intelligence will learn from the user’s behaviour, for example based on what notifications they prefer, and these will then highlight or recommend activities and places that might be of interest to the user. Apple Intelligence makes everyday use of the device easier while offering a more personal touch.
In addition to Apple Intelligence’s own features, Apple has partnered with OpenAI, which will give users access to the ChatGPT chatbot. The chatbot will be integrated directly into system features and accessible for free. Data security remains a priority for Apple, so users will be able to choose in the device settings whether and how their data, such as search history, can be used for AI training. Apple stressed that the primary use of Apple Intelligence will be on the devices themselves, while ChatGPT will only be deployed where more sophisticated processing is needed.
Apple plans to make Apple Intelligence available on all of its major devices during the fall, however, limitations within the EU indicate that full access will not be automatically included for all markets. While some features will be available to European users, the company has not yet provided a clear timeline for full availability of all AI tools.
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