- Earlier this month, Apple made a big announcement about its AI feature, “Apple Intelligence.”
- However, Apple Intelligence is only available on the latest iPhone models.
- And it's likely not going to be available in some of the company's largest markets anytime soon.
Earlier this month, Apple touted its new AI push, called Apple Intelligence, in one of its most splashy product launches in recent years.
But wide-scale deployment of this new technology has been much more limited than its hype suggests. It is implied.
Apple Intelligence will only be available on the company's newest and most expensive phones, and it may not be available in some of Apple's biggest markets.
Apple boasts that Apple Intelligence is “built into iPhone, iPad and Mac to help you write, express yourself and get things done.”
However, the technology, which will be available in beta this fall, will only debut on “iPhone 15 Pro, iPhone 15 Pro Max, M1 or later iPad and Mac” versions.
The company also faces obstacles in China, one of the iPhone maker's most important markets. Apple Intelligence uses ChatGPT, a product from OpenAI that is not permitted in China because regulators in Beijing prioritize Chinese AI developers. Business Insider previously reported that Apple is negotiating with companies in China to find other ways to enter the market.
Apple has also delayed the release of Apple Intelligence in the European Union amid regulatory scrutiny, which earlier this year warned Apple to make its products compliant with the Digital Markets Act, the bloc's attempt to hold big tech “gatekeepers” accountable and promote healthy competition. Apple said it was working to “find a solution that allows us to bring these features to our European customers without compromising safety,” CNBC reported.
Beyond regulation, tech companies are also considering what users want and don't want from AI, with companies like Meta and Google facing backlash from users over the intrusiveness or usefulness of new AI features.
For example, some Facebook and Instagram users have grown frustrated with Meta AI, a feature that's shoved into the search bar and can't be opted out of. Similarly, Google rolled out and then scaled back AI-generated answers in search after bots suggested users use Glue.
So, for now, Apple's limited rollout may be for the best.
