Apple Intelligence is here. What does it mean for developers, consumers, and innovation?

It’s often said that being first to market with a new product or idea is the key to success, and in many cases it is. But Apple has never chased the so-called first-mover advantage.

Apple wasn't the first to release an MP3 player or even the first on the market with a smartphone, yet it has consistently redefined what's possible with technology. As Tim Cook once said, "For us, it's not about being first; it's about being the best." 

The company is also playing the long game when it comes to generative artificial intelligence (GenAI). While others jumped in headfirst, Apple decided to experiment behind the scenes to slowly test out its potential. The result: Apple Intelligence. 

Given the wait, there's understandably a lot of anticipation of what Apple has in store with Apple Intelligence, its new suite of GenAI capabilities that Cook predicts will 'unlock transformative opportunities for users.'

Of course, it’s early days and there's still a lot to learn about its capabilities and how it will address some key challenges ahead. That being said, I'm pretty optimistic about its potential.

The fact that it is seamlessly embedded into the OS level of iOS products and devices opens up a whole new set of possibilities. If it plays out the way I hope it does, it will result in greater AI capabilities for developers, better (and more personalized) experiences for consumers, and ultimately greater innovation across the board. 

Opportunities ahead:

Consumer-friendly AI built into existing products and devices

What I find impressive about Apple's approach to GenAI is that they took the time to integrate it across their whole ecosystem in the best way possible. Unlike other companies, which have looked for new ways to integrate GenAI, exploring new hardware or different tools to make it work, Apple recognized they already had a powerful ecosystem, so why not integrate GenAI into the operating system level and weave it across everything.

For consumers, this means they can continue using the same devices but benefit from all the additional functionality— without having to change anything.

This improvement is also great for developers. The reason the iOS system became so popular was because of the apps in the app store, which let developers add their own ideas and create apps to suit a variety of different use cases. This led to the vast ecosystem of iPhone apps we know today, which have allowed consumers to do almost anything with their devices. But until now, the environment has been quite siloed. Every time you need to do something, you have to click into a different app. But Apple Intelligence promises to change all that and create a more connected experience for developers and consumers.

From siloed capabilities to connected intelligence

One of the most exciting things about Apple Intelligence is that it is designed to connect the dots across all the apps and devices a consumer already uses, creating a more connected experience. By tapping into features like app intents, developers can create valuable use cases tailored to user needs. These can then be integrated into Apple Intelligence to make timely recommendations to consumers.

For example, imagine you are planning a trip. Instead of opening several apps for flights, hotels, and transportation, Apple Intelligence will help connect these services together. So you could say, “I'm going to travel to New York, book me a flight, hotel, and an Uber.” It would pull all the relevant information from multiple apps without you having to toggle manually between them. If developers get this right, these apps will not only perform the task at hand, they will leverage Apple Intelligence to create a seamless experience.

GenAI will become the connective tissue that allows apps to work together (like an automotive assembly line)  to meet customer needs, without the user having to toggle between different app interfaces. 

A new playground for creativity and innovation 

As I see it, Apple Intelligence will not only lead to better consumer experiences but will also help empower developers, boosting innovation and creativity. Until this point, developers had to do every part of app development by themselves. If they wanted to create a solution that helps consumers book a flight and accommodation, for example, they had to implement all of those different use cases into a single application. 

Now, with Apple Intelligence and app intents, developers can tap into existing functionality and collaborate with other app providers to create innovative features faster. This ability to connect to a wider network of apps across the ecosystem will allow developers to experiment and innovate without having to start from scratch.

My prediction is that we will see a flood of innovation across the ecosystem, with apps really driven by consumer needs and behaviours. This will also change the way consumers interact with apps, which will, in turn, encourage more innovation.

The challenges:

Every innovation that changes the way things work will have its challenges. With Apple Intelligence, it’s early days and there are still a lot of unknowns. But in many ways, the challenges ahead are not unique; they are the same challenges app developers face every day. 

Among the key challenges I see are:

• The quality and functionality of apps will need to be validated. As developers begin to explore the potential of Apple Intelligence, ensuring that these apps function correctly and integrate smoothly in the ecosystem will be crucial. 
• Testing integrations at scale may prove tricky, and it remains to be seen how both developers and Apple will handle this challenge.
• Privacy concerns will always exist, particularly regarding the risks of data leaving the apps. But Apple continues to reassure that everything will stay on the devices and will be encrypted, with larger calculations handled by cloud technology. If this is the case, it should alleviate any privacy concerns.
• Getting the right results will require iterating quickly and working closely with consumers. Experimenting and working closely with consumers will be crucial to getting this right. 

Ultimately I think once these challenges are addressed in the next years and months, it should lead to a bigger and better ecosystem than we have today. 

Let the experimentation begin!

So when are we likely to see these changes make a meaningful impact? I think it will take time to get it right from a developer perspective, and then those changes will trickle through to consumers. It’s not going to be a magic wand but it's certainly going to change the game and open the door for more possibilities in the app space.  

The bottom line is that you always have to focus on building apps that solve real problems really well. Apple Intelligence definitely offers a new pathway for developers to do that. If they do it well, consumers will benefit, and more innovation will be possible in the future—a win-win for all.

My bet is that it will unlock a huge range of use cases, elevating how consumers interact with apps, and enabling more automation. However, this will take time, and will need plenty of experimentation, iteration and patience to get it right. 

At Bitrise, we’re already working to understand the potential of Apple Intelligence. We are very much looking at it from the perspective of how it can help our customers and where it can make the most impact to help them gain a competitive advantage.

I think we are at the start of a new era for the Apple ecosystem, and there are many opportunities ahead that will hopefully deliver a more connected consumer experience and a more powerful developer toolkit. We're ready for what this new chapter holds. How about you?