Apple has launched Apple Intelligence, its big generative AI effort. Apple Intelligence focuses on personalized on-device AI, but also includes a limited cloud component for more advanced requests, and the option to use OpenAI's ChatGPT for certain types of requests. The on-device component maintains a private "semantic index" of your data like your recent messages, calendar, contacts, and more. This allows Siri to answer new kinds of requests more intelligently, using the context of that data and what's on your screen at the moment. Siri also now maintains conversational context across multiple requests, and can be queried via text instead of voice. New system-wide Writing Tools work across all apps. They can proofread, summarize, and rewrite. Any selected text can be rewritten in any style of your choice. New options offer to summarize long emails or messaging threads for you. Genmoji uses on-device generative AI to create any new emoji you can cream up. More advanced image generation is available via Image Playground, available in Messages and other Apple apps, some third-party apps, and as its own standalone app. Image Playground lets you create a small image based on any prompt. If the image includes a person, you can ask it to make them look like someone specific in your contacts. It will not generate photorealistic images, though, offering only "animation", "illustration", and "sketch" styles. Apple is also introducing a "Cleanup Tool" in Photos that can remove unwanted objects from photos using generative fill, much like Google's Magic Eraser. A new Priority Notifications feature uses the semantic index to understand and highlight which notifications are actually important, and a Reduce Interruptions option hides all non-Priority notifications. When a request cannot be handled on-device, Apple Intelligence sends only the necessary info to Apple's own "Private Cloud Compute" servers for processing, where Apple promises your data is not saved or logged. Apple Intelligence is free to use. Basic use of ChatGPT is also free, and you can link a paid OpenAI account to Apple Intelligence so you can access more advanced ChatGPT features right from Siri. The ChatGPT integration is multimodal, offering both text and images as input and output. Apple says it's working to integrate other models besides ChatGPT. On phones, Apple Intelligence requires the A17 Pro chip, which means it will only work on the iPhone 15 Pro and Pro Max, not the standard iPhone 15, nor any older models. It will also be available on tablets and computers using any M-series chip