On Monday, Jun 10, 2024, Apple introduced Apple Intelligence for its iPhone, iPad, and Mac products.* Referring to it as “personal intelligence,” the company’s AI combines generative models with personal context. This capability is deeply integrated into Apple’s iOS 18, iPadOS 18, and macOS Sequoia operating systems.
Why you need to know about Apple Intelligence
Do you use Apple products? AI is already everywhere, and it’s about to become even more embedded in our daily activities. According to Apple, this update has the ability to “understand and create language and images, take action across apps, and draw from personal context to simplify and accelerate everyday tasks.”
Additionally, like other updates, expect changes to how you interact with Apple devices and systems — as long as you have the latest versions, of course.
3 ways Apple Intelligence will affect your marketing
Efficiency gains are the name of the game. If you are an Apple user, Apple Intelligence could revolutionize your marketing capabilities. We can probably expect advanced AI-powered writing tools to streamline content creation, including visual content creation.
Project management is also expected to become easier, with features like natural language search in Apple Photos. It’s projected that automated video creation with Memory Movies will enable quick access to visual assets. Using your Apple devices to record, transcribe, and summarize meetings should also enhance project management and collaboration.
Sounds nice, but it’s not without a few challenges.
1. Getting through via email marketing just got trickier
Remember back in February when Google and Yahoo made changes that affected email delivery? Understandably, Apple wanted in on the action. For your recipients who use In Mail, say goodbye to your open rates. With the update, instead of previewing the first few lines of each email, they’ll see summaries — no need to open a message.
As soon as these features go live, you may want to check on your email marketing friends in this trying time.
2. A new and improved Siri might not be a marketer’s best friend
Apple Intelligence is all about getting close and personal. Apple’s famous assistant has long provided generalized assistance and guidance. But now, Siri is getting a makeover with upgraded capabilities that allow streamlined completion of everyday tasks.
Siri’s improvements:
- It can follow along and maintain context from one request to the next — even if users stumble over words.
- Now, users can switch between text and voice to communicate with Siri.
- Siri’s brand-new design features a glowing light that wraps around the edge of the screen when active.
With Siri entering its “natural and relevant” era and focusing on personalized context, your old, generalized tactics for reaching people through paid and organic search might be obsolete. Not to mention, learning how prospects use and interact with your content could be a thing of the past. AdAge speculates, “[These] new capabilities effectively allow users to circumvent typical search journeys, the impact on search data could be noteworthy…brands may acquire less information on how consumers are finding their websites and products because all of that data is concealed within Siri.”
3. ChatGPT is going to be (even more) all up in your business
This one is a game changer for content creators of all shapes and sizes, and we’re not sure if it’s a good or a bad thing. Apple is integrating ChatGPT into well, just about everything the new systems can do, including our pal Siri. For many, this one is surprising as Apple products have been closely guarded by the company.
As marketers, our world has already evolved so much in such a short time, and it’s only going to get weirder.
How to take advantage of Apple Intelligence as a marketer
For us marketers, it’s either evolve…or become obsolete. Savvy marketers will use Apple Intelligence to enhance content creation and optimization processes. Perhaps the writing tools will help ensure all written content is polished and grammatically correct. Additionally, we may be able to significantly streamline the content creation process, making it faster and more efficient.
With programs like Image Playground and Genmoji, visual content creation could become more accessible and creative for the average marketer. Using Image Playground, we should be able to generate custom images in various styles and enhance the visual appeal of marketing campaigns, social media posts, and advertisements.
Apple Intelligence’s productivity features could also help us manage projects more effectively. The ability to record, transcribe, and summarize audio in the Notes and Phone apps has the potential to facilitate better documentation and follow-up on key points from meetings and brainstorming sessions.
Get help from fellow Apple-using marketers
Ever wish you had an agency partner who was ahead of the curve testing all the latest and greatest new marketing tools like Apple Intelligence? Our team has a few shiny-thing aficionados. Reach out today to learn how we can help you do more with your marketing.
*Apple Intelligence will be available in beta on iPhone 15 Pro, iPhone 15 Pro Max, iPad, and Mac with M1 and later this fall.