Apple Announces New iOS Features and AI Integration, Reclaims Title of Most Valuable Brand


Apple recently held its Worldwide Developers Conference where the company announced a full slate of new features coming in the fall.

The biggest news is the debut of Apple Intelligence, their new artificial intelligence software that features an integration with ChatGPT. Apple says the AI experience will be custom to everyone, as the system is able to detect and customize information about the user. It can help with texts by autofilling replies and reviewing tone in emails, plus generate illustrations of phone contacts, as well as summarize news articles or group chats if a user is behind on their notifications.

Additionally, Siri is getting an AI upgrade. She will now be able to parse through dense information and can be asked several questions in a row and know they are related.

Apple is also adding new features to photos, allowing users to make enhancements like removing unwanted people or objects from the snapshot, plus it will be able to recognize people in photos better and group them so users can find photos more easily. 

There will be a new emoji program called Genmoji as well, where users can create custom emojis using AI. Want to make a unicorn fly over a rainbow? That can probably be arranged.

Further changes to the new iOS include app customization in which users can place their apps anywhere on the screen and even change the icon’s color. In an upgrade to Messages, texts will now have a schedule send option, and the ability to add fun text effects and styles.

But the updates didn’t stop with just the iPhone. Apple’s new operating system for Mac is called macOS Sequoia and will feature the ability to mirror an iPhone to a Mac, including making phone calls and working within apps. Within the Sequoia update, Safari will be getting a facelift that will offer a new Highlights feature, which can summarize a website or even offer more detailed options like directions to a restaurant, along with reviews and menus.

As for the iPad, the new interface will make the experience more intuitive, but what has fans most excited is the fact that the Calculator app is finally coming to the tablet. But calculators are boring, right? Why would that news be exciting? Because it will feature a program called Math Notes in which users can use an Apple Pencil or their finger to write out and visually solve math problems. Watch out, math tutors!

Other updates include a dedicated password manager app; smarter AirPods that include gesture controls (like the ability to nod to accept a phone call and shake to decline); the ability to type in combined languages like Spanglish in Notes; Tap to Cash, in which Apple Cash can be sent by bringing two iPhones close together; and VisionPro keyboard integration and Spatial Photo abilities.

Because of Apple’s exceptional brand value growth this year, brand valuation consultant firm Brand Finance has named them the world’s most valuable brand. While iPhone sales have plateaued, brand loyalty and name recognition have boosted them to the top. In fact, Apple has a 71% share of the premium smartphone market. Notably, poll respondents said that while they recognized Apple is expensive, that it’s worth the price, reinforcing Apple’s ability to demand a premium price for their products.

Which Apple update are you most looking forward to?

Haylee Fisher
Haylee Fisher
Haylee has loved writing since she was 8 years old, when she would sit in front of the TV handwriting (see: doodling) recaps of shows such as The Munsters, Bewitched, and I Dream of Jeannie. She started writing for Nerds and Beyond in September 2023. She previously wrote for Nerd HQ for over five years where she had the honor of interviewing celebrities including author Andy Weir, actor Zachary Levi, astronaut Buzz Aldrin, and many others. When not writing, you can find her reading or binge-watching her favorite shows. Current fandoms include Roswell, New Mexico, and Our Flag Means Death. Find her on Twitter and Instagram @haylee_fisher

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