Exclusive: Shaping the future of AI—Apple’s vision for intelligent technology

This morning, Apple unveiled new updates to Apple Intelligence alongside the release of iOS 18.2, iPadOS 18.2, and macOS Sequoia 15.2 in Canada. With localized support for English Canada and an exciting lineup of features, the updates showcase Apple’s vision for integrating AI into everyday life while staying true to its privacy-first approach. From creating personalized photo memories to introducing fun tools like Genmoji and Image Playground, Apple is redefining how we think about AI—not as a distant concept, but as an accessible and meaningful part of our daily routines.

I had the chance to sit down with Kurt Knight, Apple’s Senior Director of Platform Product Marketing (at the Apple Canada office here in Toronto), about the future of Apple Intelligence and how these updates reflect the company’s unique philosophy on artificial intelligence.

A privacy-first approach to AI

AI is everywhere these days, but one of the biggest concerns for users is privacy. Many systems rely on vast amounts of data, often processed in ways that leave users wondering how much control they actually have over their information. Apple has taken a fundamentally different approach.

“Apple Intelligence isn’t just about delivering smarter technology—it’s about doing so in a way that respects and protects our users,” Kurt Knight shared. “With on-device processing, your data stays on your device. Even when larger models are needed, our Private Cloud Compute ensures data is never stored or shared with Apple. This is AI that works for you, not the other way around.”

This approach is what sets Apple apart. On-device processing means much of the AI runs directly on your iPhone, iPad, or Mac, rather than relying on cloud servers. And when the cloud is involved, Private Cloud Compute ensures that data is used only to fulfill a request, never stored or shared. Apple’s transparency even extends to independent experts, who can inspect the code running on Apple silicon servers to verify their privacy standards.

Image Playground is integrated right into Messages, making it easier than ever to create images for conversations. (Photo: Courtesy)

With Image Wand, users can transform a rough sketch into a polished image by simply circling it. (Photo: Courtesy)

Introducing intuitive new features

The updates released this morning are packed with features designed to make everyday tasks more creative and engaging. Take Photos, for example. The new Create a Memory tool lets you describe a story—like “learning to fish”—and Photos automatically curates the perfect collection of images, adds music, and even creates a unique narrative arc for the memory.

“This feature is a great example of how Apple Intelligence connects language understanding with visual storytelling,” Knight explained. “It’s not just a collection of pictures; it’s a personalized narrative that evolves based on what the user wants to see.”

Natural language search is another standout update in Photos. Users can now search for moments like “Maya skateboarding in a tie-dye shirt” and find exactly what they’re looking for—even specific segments within videos. The Clean Up tool also makes it easier than ever to remove unwanted objects from photos, with machine learning ensuring precision, even when distractions overlap with the main subject.

Making creativity fun with Image Playground

For those who love experimenting with visuals, the new Image Playground app is a game-changer. It allows users to create imaginative images using simple descriptions, photos, or pre-designed concepts. Whether you want to see a friend on the moon or create a whimsical animated character, Image Playground makes it effortless.

“What’s exciting about Image Playground is that it makes creativity intuitive,” Knight said. “You don’t need design skills—you just need an idea. The system takes care of the rest.”

With styles like Animation and Illustration, users can craft everything from fantastical 3D scenes to modern, minimalistic illustrations. The app even integrates seamlessly with other Apple tools like Messages, Freeform, and Keynote, making it easy to share or remix creations.

Genmoji and tools that enhance everyday communication

Another playful addition is Genmoji, a tool that lets users create emojis based on personal descriptions or likenesses. Want an emoji of your mom running? Or a friend with heart eyes? Genmoji makes it possible, and it’s as easy as typing a few words.

On the productivity side, systemwide Writing Tools are designed to help users feel more confident in their writing. These tools can rewrite, proofread, or summarize text in almost any app, making it easier to communicate with precision. Whether you’re crafting an email or writing a blog post, Writing Tools adjust tone, improve clarity, and even provide creative rewrites.

What excites Apple about the future of AI?

Apple’s latest updates aren’t just about cool features—they reflect a broader vision for how AI can enhance daily life. Kurt Knight shared his perspective on where Apple Intelligence is headed: “The future of AI isn’t about replacing human creativity—it’s about amplifying it. We’re building tools that help users express themselves, tell their stories, and get things done in ways that feel uniquely theirs.”

A new visual intelligence experience builds on Apple Intelligence and helps users learn about objects and places instantly, thanks to the new Camera Control on the iPhone 16 lineup. (photo: Courtesy)

Draws on your personal context without allowing anyone else to access your personal data — not even Apple. (Photo: Courtesy)

With systemwide Writing Tools, available with the first set of Apple Intelligence features, users can rewrite, proofread, and summarize text nearly everywhere they write. (Photo: Courtesy)

With systemwide Writing Tools, available with the first set of Apple Intelligence features, users can rewrite, proofread, and summarize text nearly everywhere they write (photo: Courtesy)

Apple’s approach to AI continues to focus on empowering users while maintaining their trust. From intuitive storytelling tools to privacy-conscious design, the company is showing that artificial intelligence can be both powerful and personal.

The next evolution in personal intelligence

Apple’s latest software updates are now available for supported devices, including iPhone 16 models, iPads with A17 Pro or M1 and later, and Macs with M1 and later. If you’re ready to explore Apple Intelligence, head to Settings and tap Apple Intelligence & Siri to get started.

From helping you craft the perfect story in Photos to making communication more seamless with Writing Tools, Apple’s new features are designed to fit effortlessly into your life. With creativity, privacy, and accessibility at the forefront, Apple Intelligence isn’t just an upgrade—it’s a glimpse into how AI can make technology more human.