Apple insider reveals iPhone 15 Pro's exclusive AI secrets

At WWDC 2024, Apple unveiled its new AI system, Apple Intelligence, exclusive to the iPhone 15 Pro and M-series iPads and Macs. John Giannandrea, Apple's SVP of Machine Learning and AI Strategy, explained that the advanced computational power required to run large language models (LLMs) necessitates newer, more powerful hardware. This move has raised questions about whether Apple's intention is to push sales of its flagship devices, a notion Apple’s Marketing Chief Greg Joswiak denied. Apple Intelligence will introduce several AI-powered features, including writing tools, Genmoji, and revamped Siri capabilities, aiming to enhance user experience on supported devices.

Apple's AI chief John Giannandrea clarified that the computationally expensive nature of running large language models requires the fast and powerful hardware found in the latest iPhone 15 Pro and M-series iPads and Macs. Older devices would be too slow to make these AI features practical or useful.

The iPhone 15 Pro has been positioned as Apple's premier smartphone, featuring the A17 Pro system on a chip (SoC), hardware-based ray tracing, and support for console-quality ports, making it a significant upgrade. It has received critical acclaim for its powerful gaming features, pro-level camera enhancements, and the transition from proprietary Lightning cables, securing its reputation as a flagship device.