Apple debuts new catchall AI branding, generative features during WWDC 2024 keynote

Apple, last to the AI party, debuts new catchall AI branding, generative features during WWDC 2024 keynote

Apple AAPL, -1.91% joined the AI arms race saying Monday it plans to bring a more comprehensive artificial intelligence system to its devices later this year.

Apple Intelligence, which combines the power of generative models with Siri’s knowledge and capabilities, will be embedded across Apple’s operating systems and be accessible through a variety of apps and services.

Though Apple is the last of the big tech companies to formally announce plans for a comprehensive AI system, its executives, including CEO Tim Cook, have long argued that AI is core to the company’s future.

“We believe that AI is one of the most important technologies of our time,” Cook said Monday on stage at the company's annual developer conference. “It has the potential to change the way we live, work, and play.”