At its Worldwide Developer Conference on Monday, Apple for the first time unveiled its vision for supercharging its product lineup with artificial intelligence. The key feature, which will run across virtually all of its product line, is Apple Intelligence, a suite of AI-based capabilities that promises to deliver personalized AI services while keeping sensitive data secure.
It represents Apple’s largest leap forward in using our private data to help AI do tasks for us. To make the case it can do this without sacrificing privacy, the company says it has built a new way to handle sensitive data in the cloud.
Apple says its privacy-focused system will first attempt to fulfill AI tasks locally on the device itself. If any data is exchanged with cloud services, it will be encrypted and then deleted afterward. The company also says the process, which it calls Private Cloud Compute, will be subject to verification by independent security researchers.
The pitch offers an implicit contrast with the likes of Alphabet, Amazon, or Meta, which collect and store enormous amounts of personal data. Apple says any personal data passed on to the cloud will be used only for the AI task at hand and will not be retained or accessible to the company, even for debugging or quality control, after the model completes the request.
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