How Marketers Can Leverage Apple Intelligence

Bi-weekly news commentary

Hey friend,

How are you? I hope you’re doing well.

The gist:

If you recall, back in June, I shared a story about Apple’s plans for AI. Well, now that it’s here, it’s time to check what’s under the hood. With the recent launch of iOS 18 software, Apple introduced Apple Intelligence.

This update brings a wide range of AI tools that are contextually integrated into its various native apps.

Apple’s strategy is not to invest billions in developing its own LLM. Instead, they use existing models under what they call Apple Foundation Models.

The users’ initial response was underwhelming considering these are AI text and image tools you’re already familiar with. But hey, this is just their first release.

Because of Apple’s 2.2 billion global user base, these AI-powered tools offer marketers newfound ways to engage users. Yet, because consumers will have the same access to these AI tools, brand storytellers need to rethink their approaches.

Learn more about this double-edged development and how you can start developing your own AI storytelling strategy.