Selected text can be proofread, rewritten, made more friendly, concise or professional, similar to Grammarly's AI writing features.

[15] Writing Tools has been replicated by Xiaomi,[16] and an open-source PC program brings similar functionality to Windows, Linux, and older Macs.

In a later update, Apple Intelligence will add the ability for Siri to use personal context from device activities to answer queries.

[27] Apple's Photos app includes a feature to create custom memory movies and enhanced search capabilities.

[30] On the iPhone 16 and 16 Pro or later, users are able to hold down the Camera Control button and take a picture of an item to then either send to ChatGPT or search with Google.

[33] Using ChatGPT features is free for all users without needing to sign in, however, they will only get a limited number of GPT-4o requests until switching to a less powerful GPT.

[36] In the years after its release, Apple engaged in efforts to ensure its artificial intelligence operations remained covert; according to University of California, Berkeley professor Trevor Darrell, the company's secrecy deterred graduate students.

[37] The company started expanding its artificial intelligence team in 2015,[38] opening up its operations by publishing more scientific papers and joining AI industry research groups.

The rapid development of generative artificial intelligence and the release of ChatGPT in late 2022 reportedly blindsided Apple executives and forced the company to refocus its efforts on AI.

[44][45] In an interview with Good Morning America, Apple CEO Tim Cook stated that generative AI had "great promise" but had some potential dangers, and that it was "looking closely" at ChatGPT.

[44] In October 2023, Apple was reportedly on track to release new generative AI features into its operating systems by 2024, including a significantly redeveloped Siri.

[45] In an earnings call in February 2024, Cook stated that the company was spending a "tremendous amount of time and effort" into AI features that would be shared "later that year".

[62] In January 2025, the BBC followed up its complaint highlighting further incorrect summaries of its stories, such as announcing that Luke Littler had won the PDC World Darts Championship hours before the final had even taken place, and that "Brazilian tennis player" Rafael Nadal (who is actually Spanish) had come out as gay, a story that was in reality about Brazilian player João Lucas Reis da Silva.