Apple Intelligence Promises Better AI Privacy. Here's How It Actually Works

The generative AI boom has, in many ways, been a privacy bust thus far, as services slurp up web data to train their machine learning models and users' personal information faces a new era of potential threats and exposures. With the release of Apple's iOS 18 and macOS Sequoia this month, the company is joining the fray, debuting Apple Intelligence, which the company says will ultimately be a foundational service in its ecosystem. But Apple has a reputation to uphold for prioritizing privacy and security, so the company took a big swing. It has developed extensive custom infrastructure and transparency features, known as Private Cloud Compute (PCC), for the cloud services Apple Intelligence uses when the system can't fulfill a query locally on a user's device. The beauty of on-device data processing, or "local" processing, is that it limits the paths an attacker can take to steal a user's data.