Apple Intelligence Is Gambling on Privacy as a Killer Feature

As Apple's Worldwide Developers Conference keynote concluded on Monday, market watchers couldn't help but notice that the company's stock price was down, perhaps a reaction to Apple's relatively low-key approach to incorporating AI compared to most of its competitors. Still, Apple Intelligence-based features and upgrades were plentiful, and while some are powered using the company's privacy and security-focused cloud platform known as Private Cloud Compute, many run locally on Apple Intelligence-enabled devices. Apple's new Messages screening feature automatically moves texts from phone numbers and accounts you've never interacted with before to an "Unknown Sender" folder. The feature automatically detects time-sensitive messages like login codes or food delivery updates and will still deliver them to your main inbox, but it also scans for messages that seem to be scams and puts them in a separate spam folder. All of this sorting is done locally using Apple Intelligence.