Apple Intelligence, the tech giant’s AI software suite, continues to roll out new features that many iPhone users may not be fully aware of. A recent hands-on demonstration at an Apple Store revealed several surprisingly useful AI-powered tools that have been available since the iOS 18.1 beta launch in October 2024.
The in-store tutorial, lasting less than 15 minutes, showcased how Apple’s AI capabilities extend beyond the widely publicized features. Store employees customize these demonstrations based on individual users’ most frequently used apps, providing personalized guidance on how AI can enhance daily smartphone usage.
Key features highlighted include:
Math Notes - An AI-powered calculator feature that solves complex mathematical equations. Contrary to expectations, this tool was actually released earlier with iOS 18 in September, before the official Apple Intelligence launch. Unlike other AI features restricted to iPhone 15 Pro models and later, Math Notes is available on any iPhone compatible with iOS 18. Users can type equations directly into the Calculator app, while iPad users can write problems using an Apple Pencil for AI-powered solutions.
Safari’s “Hide” Tool - This feature uses AI to remove distracting elements from webpages, particularly advertisements. During the demonstration using the shopping site Temu as an example, the hide button allowed selective removal of unwanted page elements, transforming cluttered shopping pages into streamlined product displays. This tool proves especially valuable for online shoppers seeking efficient browsing experiences.
The Clean Up Tool in the Photos app was also demonstrated, along with guidance available through Apple’s dedicated Tips app, which includes a comprehensive section on Apple Intelligence features.
Currently, Apple Intelligence is available exclusively on iPhone 15 Pro models and later devices. The rollout represents the first phase of a multi-month deployment strategy, with flashier features like Image Playground and Genmojis still pending release. Apple has confirmed additional features will arrive in December 2024 with iOS 18.2, with further enhancements planned throughout 2025.
For users who recently upgraded to compatible devices, an in-store AI walkthrough could reveal valuable features they’ve overlooked in their daily iPhone usage.
Key Quotes
I was helped by two store employees who said they usually show shoppers features based on which apps they frequently use.
This quote from the author’s Apple Store experience reveals Apple’s personalized approach to AI education, tailoring demonstrations to individual user habits rather than providing generic overviews. This strategy helps users immediately understand AI’s practical value in their specific use cases.
I can’t help but wonder where this was when I was in high school.
The author’s reaction to Math Notes highlights how AI-powered educational tools could transform learning experiences. This sentiment underscores the practical, everyday applications of Apple Intelligence beyond novelty features, particularly for students and professionals dealing with complex calculations.
This tool would definitely come in handy for an online shopper like myself who wants to get straight to the goods.
Referring to Safari’s hide feature, this observation demonstrates how AI can improve user experience by eliminating digital clutter. It shows Apple Intelligence addressing real frustrations with modern web browsing, particularly the overwhelming presence of advertisements on e-commerce sites.
Our Take
Apple’s measured approach to AI deployment reveals a strategic understanding that consumer AI adoption depends more on practical utility than technological spectacle. While competitors rush to release flashy generative AI features, Apple is focusing on solving tangible daily problems—a potentially winning strategy for mainstream acceptance.
The fact that useful features like Math Notes and Safari’s hide tool require in-store demonstrations to gain awareness suggests a significant AI literacy gap even among tech-savvy consumers. This presents both a challenge and opportunity: as AI becomes ubiquitous, companies must invest heavily in user education.
What’s particularly noteworthy is Apple’s device-restriction strategy, limiting full Apple Intelligence to iPhone 15 Pro and later models. This creates a powerful upgrade incentive while potentially fragmenting the user experience. As the AI arms race intensifies, Apple’s integration-focused approach—embedding AI into existing workflows rather than creating separate AI apps—may prove more sustainable than standalone AI products that require users to change their behavior patterns entirely.
Why This Matters
Apple’s gradual rollout of Apple Intelligence represents a significant shift in how mainstream consumers interact with AI technology. Unlike standalone AI applications, Apple is integrating artificial intelligence directly into everyday smartphone functions, making AI accessible to millions of users who may not actively seek out AI tools.
This democratization of AI technology matters because it normalizes AI usage in daily life, from solving math problems to cleaning up web browsing experiences. The fact that many users remain unaware of these capabilities highlights both the challenge and opportunity in AI adoption—powerful tools exist, but user education remains crucial.
For the broader AI industry, Apple’s approach demonstrates how consumer-facing AI can be practical rather than experimental. By focusing on solving real-world problems like removing webpage clutter or calculating equations, Apple is setting expectations for how AI should enhance rather than complicate user experiences. The phased rollout also suggests Apple is taking a measured approach to AI deployment, potentially learning from user feedback before releasing more advanced features. As competition intensifies among tech giants for AI dominance, Apple’s integration strategy could influence how other companies package and present AI capabilities to mainstream audiences.
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Source: https://www.businessinsider.com/i-got-apple-intelligence-demo-store-ai-useful-features-2024-11