Apple's slow and steady approach to AI will once again win the race

Apple is not shy about touting Apple Intelligence, but the way the company is implementing it is different from other companies.

- DAN MOREN

If you, like me, skim through the technology headlines most days, then you've probably been bombarded with what feels like every other headline featuring some permutation of artificial intelligence and how it's going to change everything.

That includes Apple. Since announcing its Apple Intelligence pushback in June, the company hasn't exactly been quiet about its AI goals. And it's clear that the industry is likewise interested-every other question (fave.co/48jEv4U) on Apple's recent quarterly results (fave.co/3AdSUTF) call was about Apple Intelligence.

But it's only now that we're getting our first taste of how these capabilities will really integrate into Apple's platform. Late last month, Apple rolled out the first developer beta incorporating Apple Intelligence (fave.co/3Yzu9e6) features, and even though they won't arrive for all users until later this fall-and other Apple Intelligence features will continue to roll out over the course of the next year-we're now getting a better sense of the philosophy that Apple is embracing. And at present, it seems overwhelmingly...modest?

OUT OF SIGHT, OUT OF (ARTIFICIAL) MIND

Included among Apple's first batch of Apple Intelligence features are writing features that help you proofread and alter the tone of your writing, a system for triaging your notifications, and a more robust Siri.