Smoke and fire
That’s not to say there’s no smoke at all around this potential fire. Apple Intelligence will not be an iPhone-only animal, it will be available across the company’s entire ecosystem: iPhones, iPads, and Macs. That means the system needs to be widely tested across all these products, including analysis around compliance (above).
We know Apple is likely to have news to share about Macs and iPads this fall, as that’s when the company usually updates its hardware. That news is likely to include the introduction of new Apple Silicon processors, and it’s almost a certainty it will lean deep into its core messages around privacy, edge device AI, secure AI, energy and hardware integration when it does introduce new hardware.
Happy Thanksgiving
Teasing out those launches with the introduction of new AI features across its operating systems will only boost attention around the launch of new hardware. That attention should turn into sales, particularly as we hit the US shopping season and computer users consider the personal and economic consequences of the recent Microsoft/Crowdstrike failure. Against this backdrop, there’s never been a better time to introduce the world’s most advanced and best-designed hardware equipped with the world’s safest and most privacy-conscious form of AI service, Apple Intelligence.