Apple executives used the keynote address of this week's annual WWDC developers conference to debut all of the artificial intelligence capabilities that are coming to iPhones, iPads, and Macs. The team showed off how generative tools will help users write emails, clean up iPhone photos, illustrate presentations, and make custom emoji characters. Adding AI to everything is par for the course in 2024, as all of the big tech companies have been loading up their software with similar generative features. But Apple is late to this particular party. The company has been perceived as being "behind" in generative AI, since OpenAI, Microsoft, Google, and a whole bunch of startups have already made massive inroads.

For years, Apple has touted privacy as its major advantage over rivals like Google and Microsoft. Instead of relying on cloud processing to improve or organize your images, which requires sending your photos to Google's servers, Apple handles those tasks directly on your device. But with the advent of Apple Intelligence, the company's take on artificial intelligence, the company is stepping out of its comfort zone with "Private Cloud Compute." It says "private" right in the name, so it has to be secure, right? While Apple AI will run some models locally, it will occasionally have to send data to Apple's servers for complex requests.

Last year, Apple witnessed several controversies regarding its speech recognition technology. To provide quality control in the company's voice assistant Siri, Apple asked its contractors to regularly hear the confidential voice recordings in the name of the "Siri Grading Program". However, to this matter, the company later apologised and published a statement where it announced the changes in the Siri grading program. This year, the tech giant has been gearing up a number of researchers regarding speech recognition technology to upgrade its voice assistant. Recently, the researchers at Apple developed an AI model which can perform automatic speech transcription and speaker recognition simultaneously.