Big changes are on the way for app usage with the introduction of Apple’s new AI-powered feature, Apple (NASDAQ:AAPL) Intelligence, part of iOS 18.
The technology represents a key part of Apple’s mission to maintain relevance in the AI-driven future of tech.
Changing way we use apps
With the long-standing App Store model facing regulatory scrutiny and AI tools like ChatGPT on the march for people’s attention, Apple is positioning its AI as a core element of future user interactions, potentially changing how apps are accessed and used.
Apple Intelligence offers basic AI features out-of-the-box, such as writing assistants, summarisation and generative art.
However, Apple’s long-term plan focuses on deeper integration, giving developers the tools to embed Apple Intelligence within their own apps. The new technology, revealed at the Worldwide Developers Conference (WWDC) in June, is designed to make app navigation seamless through Apple’s voice assistant, Siri.
The updated Siri will allow users to interact with apps without navigating complex menus. A user could simply request, "Show me my presenter notes," and Siri would instantly deliver the relevant content.
Additionally, Siri will now recognise text on the screen, enabling users to take action without switching between apps.
For instance, a user viewing a reminder to wish someone happy birthday could say, "FaceTime him," and Siri would initiate the call.
Siri does it for you
This AI-powered enhancement is built on the App Intents framework, which is being expanded to support various app categories, including file management, document readers, presentations and more.
The eventual goal is for Siri to perform complex tasks within third-party apps based on natural language commands.
Users could, for example, ask a photo-editing app to apply a filter to a specific image without manually selecting it.
In addition, Apple is extending Apple Intelligence to improve search functionality with Spotlight, allowing it to search within apps.
These changes are expected to drive developer interest, particularly as Siri makes hidden apps more accessible through voice commands.
While it’s all starting to sound like sci fi, early betas of iOS 18 suggest that full functionality may take time to mature and the technology will be gradually rolled out rather than unveiled as a complete package.