Reviews Are In: Apple Intelligence Delivers Mixed Reactions
- Apple’s latest AI rollout is sparking both applause and eye-rolls—find out why.
- Discover the hidden gems and glaring issues in Apple’s ambitious AI features.
- Privacy-first AI or just another gimmick? Read our in-depth analysis.
Apple Intelligence is officially starting to roll out and the reviews are... mixed.
Tech reviewer Marques Brownlee, known as MKBHD, recently shared his opinions about Apple's latest AI offerings in his newest video. He highlights both the impressive capabilities and the notable shortcomings of Apple Intelligence, setting the stage for a broader conversation about the technology's real-world application and user experience.
Mixed Reviews Flood In
Apple’s foray into artificial intelligence, dubbed Apple Intelligence, has sparked a flurry of reviews that are as varied as they are vocal. While the AI demonstrates robust functionality in certain areas, it often falls short in delivering genuine intelligence, echoing the sentiments shared by many early adopters and tech enthusiasts.
Apple Intelligence, much like its competitors, excels in the artificial aspects of AI but lacks true cognitive capabilities. Craig Grannell from Stuff explains, “This isn’t intelligence – it’s various flavours of fancy autocomplete.” AI relies heavily on vast datasets to predict and generate content, which can lead to inconsistent results.
From recent reviews, here's what you need to know about what people are saying:
Apple Intelligence Strengths:
- Automated Email Responses: Efficient and time-saving.
- Photos 'Clean Up' Tool: Simplifies image editing without the need for complex software.
Apple Intelligence Weaknesses:
- Writing Tools: Tend to strip personality from text, often resorting to synonym swaps or unnecessary text shortening.
- Image Editing: Struggles with context, leading to imperfect object removal.
Photo via Tom's Guide // Some slightly more advanced features are now widely available with the launch of iOS 18.1. Only iPhone 15 Pro models or iPhone 16 can use Apple Intelligence.
Highlights of Apple Intelligence
Memories Video Creation
Users have praised the AI’s ability to generate “Memories” videos from simple text prompts. One user shared, “It worked, catching me unaware by how great a job it made of building a video about my dearly departed dog. Good boy, iPhone.”
Notification Summaries
While not particularly useful, the AI’s notification summaries have amused users with their surreal and poetic constructions. Examples include:
- “7cm snow reported; complaining about tax dodging by landowners.”
- “Photo shared, joking about grasping, wondering about long-term impact.”
- “Multiple people and an animal detected at doorbell!”
Grannell notes, “I wondered if I needed to immediately hide,” reflecting the often bizarre nature of these summaries.
Criticisms
Apple distinguishes itself by prioritizing user privacy, which sometimes results in its AI appearing less capable compared to rivals. However, while that may limit the AI’s functionality, that seems like something that could appeal to privacy-conscious people. At the same time, Apple’s marketing for Apple Intelligence has faced criticism. The adverts, featuring idle individuals solving problems with AI, have been perceived as tone-deaf and disconnected from the technology’s true capabilities. Grannell comments, “The series almost comes across like someone goofing off at an ad agency used an AI to come up with it.”
Photo via BGR // While some Apple Intelligence features are now available, Apple has faced criticism for its delayed rollout of Apple Intelligence, with the full suite launch of smart features stretching into early-to-mid 2025.
Exploring Apple Intelligence at the Apple Store
To gain a deeper understanding, we visited an Apple store for a hands-on tutorial. The session revealed several under-the-radar features:
Math Notes (iOS 18)
Solves complex equations directly within the Calculator app. Available on any iPhone compatible with iOS 18, it’s a practical tool for students and professionals alike.
Safari’s 'Hide' Tool
Removes distracting ads and elements from webpages, enhancing the browsing experience. Ideal for users who prefer a streamlined interface.
Tips App
Offers guidance on using Apple Intelligence features, providing a valuable resource for those unable to visit a store.
Looking Ahead
Apple Intelligence launched in beta with the iOS 18.1 update in October, with a phased rollout planned over the coming months. While some features like Image Playground and Genmojis are yet to debut, many AI-powered tools are already available on the iPhone 15 Pro and newer models. Apple has teased more enhancements with the upcoming iOS 18.2 release in December and additional innovations set for 2025.
Photo via MacStories // Apple Intelligence running on an iPhone 16 Pro.
Conclusion
Apple Intelligence represents a significant step in integrating AI into everyday devices, blending functionality with Apple’s hallmark privacy standards. However, as with any emerging technology, it grapples with the balance between artificial prowess and genuine intelligence. As user feedback pours in, Apple remains committed to refining its AI offerings, striving to meet the high expectations set by its loyal customer base.
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Recommended by the editors:
Thank you for visiting Apple Scoop! As a dedicated independent news organization, we strive to deliver the latest updates and in-depth journalism on everything Apple. Have insights or thoughts to share? Drop a comment below—our team actively engages with and responds to our community. Return to the home page.Published to Apple Scoop on 23rd November, 2024.
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