What to expect at WWDC 2024: plans to integrate AI into its apps with a new opt-in service called Apple Intelligence, iOS 18, macOS 15, visionOS 2, and more

The company will introduce ‘Apple Intelligence,’ its long-awaited push into modern AI for the iPhone, iPad and Mac.

Bloomberg 2024-06-07 Mark Gurman

Context & Ripple Effects

This is the starting point for Apple Intelligence as an opt-in, platform-level AI layer spanning the iPhone, iPad and Mac rather than a standalone product. The accompanying iOS 18, macOS 15 and visionOS 2 releases make the operating-system cycle the distribution vehicle.

The rollout was subsequently shown to be incremental: the first developer betas included text-generation and Siri changes while some announced capabilities were still absent, and Apple was later reported to be considering Apple Intelligence for Vision Pro. Later WWDC coverage continued to center on Siri and AI capabilities, suggesting this launch established a multi-release product arc rather than a one-time feature drop.

First-order effects

Apple’s apps on iPhone, iPad and Mac become the immediate delivery surface for Apple Intelligence, with participation framed as opt-in.
WWDC’s software releases become the launch mechanism for Apple’s AI push, tying new AI functions to the iOS, macOS and visionOS upgrade cycle.

Second-order effects

Apple’s AI distribution shifts competition toward assistants and generative features embedded in default apps and operating systems, raising the value of integration across devices rather than isolated AI tools.
The staged beta rollout creates a practical execution test: missing functions can delay the full user and developer impact even after the platform strategy is announced.

Third-order effects

If Apple continues to extend these capabilities across its device ecosystem, the operating system could become a more consequential assistant-distribution layer, concentrating AI interaction in platform-native experiences.
The later focus on an overhauled Siri and additional AI capabilities indicates that assistant quality and personal context may become the longer-running competitive measure, though the corpus does not establish how quickly Apple can deliver that shift.

The trend: This is one early marker of consumer-platform companies turning annual OS releases into the primary channel for embedded, opt-in AI assistants.

Discussion

@dsilverman@mastodon.social Dwight Silverman on mastodon
Apple WWDC 2024 What to Expect: AI, iPadOS 18, macOS 15, Siri Updates, More - Bloomberg — https://www.bloomberg.com/... Exhaustive list from @markgurman of what's coming to Apple's OSes next week. I've long hoped Apple would do generative AI in a useful, non-intrusive way - w…
r/apple r on reddit
Here's Everything Apple Plans to Show at Its AI-Focused WWDC Event
@chris Chris Messina on threads
Identity is the platform and keeping your secrets is how Apple and Google will prevent you from ever leaving their walled gardens. AI apps require your data to personalize their responses; what protects that data? Your keys and passwords. Apple will unveil a dedicated Password…
@aulia Aulia Masna on threads
I wonder if it's basically just the Passwords Settings getting jettisoned from the Settings app. It's currently pretty damn good already. Aside from password generation, storage, and management you can do 2FA with QR or OTP, family sharing, and manage passkeys. And it tells yo…
@stroughtonsmith … Steve Troughton-Smith on mastodon
...I guess this is the year Apple removes Keychain Access? 👀 — (Also: finally.) — https://mastodon.social/...
@jdluk87 Luca on x
@markgurman Calling it keychain and burying in settings make it difficult for users to understand that such an app already exists
@markgurman Mark Gurman on x
Coming in iOS 18 and macOS 15: A dedicated Apple Passwords app that will rival 1Password and LastPass https://www.bloomberg.com/...
@steven_aquino Steven Aquino on x
@JoannaStern Given how an increasing number of Apple apps are good enough for my needs (Podcasts, Reminders) this may be what gets me to move away from 1Password. (Hope I can see you Monday!)
@rsgnl Joe Rossignol on x
This basically sounds like the existing iCloud Keychain functionality in the Settings app pulled out into a standalone Passwords app, with a few extra bells and whistles. I think it's a good idea.
@dylanmcd8 Dylan on x
WE WON [image]
@paul__walsh Paul Walsh on x
Great for consumers, but only businesses that are Apple-only are likely to adopt it. Shared vaults are one of the major benefits of a password manager for businesses, and that won't be possible due to the lack of support for Android. Really looking forward to seeing it though.
@aaronp613 Aaron on x
@markgurman Just switched to iCloud passwords so im very happy about this
@stevesi Steven Sinofsky on x
A regular reminder that by definition operating systems absorb features that were built on top of the operating system previously. Every single thing in an OS existed on an older OS as a third party tool in some form before it was ubiquitous in an OS. Every. Single. Thing.
@anthonykfho Anthony Ho on x
@theapplehub @markgurman Long overdue... it's a hassle to jump into settings all the time to scroll and hop through screens.
@joannastern Joanna Stern on x
Here we go. This will be a win for consumers if it is protected by a password that IS NOT just your passcode.
@blackbird907 @blackbird907 on x
@markgurman It won't replace 1Password for me unless they have a windows app and/or plugin for every web browser.
@nmpraveen Praveen on x
@markgurman God dammit. I just moved everything to 1password
@paytondev @paytondev on x
THIS is what makes iOS 18 the biggest update since iOS 7. i don't care about AI, i don't care about a revamped homescreen, PASSWORDS APP FTW !!
r/ProtonPass r on reddit
Apple to Debut Passwords App in Challenge to 1Password, LastPass
r/apple r on reddit
Apple to Debut Passwords App in Challenge to 1Password, LastPass

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