their models are almost entirely based on personal context, by way of an on-device semantic index. In broad strokes, this on-device semantic index can be thought of as a next-generation Spotlight. Apple is focusing on what it can do that no one else can on Apple devices, and not really even trying to compete against ChatGPT et al. for world-knowledge context. They’re focusing on unique differentiation, and eschewing commoditization.

Apple is doing what no one else can do: integrating generative AI into the frameworks in iOS and MacOS used by developers to create native apps. Apps built on the system APIs and frameworks will gain generative AI features for free, both in the sense that the features come automatically when the app is running on a device that meets the minimum specs to qualify for Apple Intelligence, and in the sense that Apple isn’t charging developers or users to utilize these features.