Apple's big AI rollout is looking a lot smaller

Katie Balevic
Updated ·2 min read

  • Apple went big this month with its reveal of Apple Intelligence, its AI offering.

  • But Apple Intelligence is set to come to only the latest iPhone models and certain iPads and Macs.

  • And it's unlikely to become available in some of the company's largest markets anytime soon.

At one of its splashiest product reveals in recent history, Apple this month unveiled its new AI push, Apple Intelligence, with great enthusiasm.

But the tech's big rollout is turning out to be a lot more limited than that fanfare implied.

Apple Intelligence is set to be available only on the company's newest and most expensive phones, as well as certain iPads and Macs. And it might not even make it to some of Apple's biggest markets.

Apple's website says Apple Intelligence will be "built into your iPhone, iPad, and Mac to help you write, express yourself, and get things done effortlessly."

But it adds that the tech, which is set to arrive in beta form this fall, will debut on the iPhone 15 Pro, the iPhone 15 Pro Max, and iPads and Macs with its M1 chip or newer versions.

It also faces hurdles in China, one of the iPhone maker's most important markets. Apple Intelligence uses ChatGPT, an OpenAI product that isn't allowed in China as Beijing regulators prioritize Chinese AI developers. Apple has been negotiating with local Chinese companies to try to find another way into the market.

Apple is also postponing its release of Apple Intelligence in the European Union amid regulatory scrutiny. The EU put Apple on notice earlier this year to ensure the company's products comply with the Digital Markets Act, the bloc's attempt to hold major tech "gatekeepers" accountable and promote healthy competition. Apple said on Friday that it was working to "find a solution that would enable us to deliver these features to our EU customers without compromising their safety."

Beyond regulations, tech companies are navigating what users do and don't want from AI. Companies like Meta and Google have faced user criticism over the intrusiveness and usefulness of their new AI features.

Some Facebook and Instagram users have grown frustrated by Meta AI, a feature in the search bar on their phone's apps that's impossible to opt out of. Google also rolled out and then scaled back AI-generated answers in search after its bot made odd suggestions, including telling a Business Insider correspondent to consume glue.

So maybe Apple's limited rollout is for the best, for now.

Read the original article on Business Insider