No make the processing animation much more minimalistic. Consider the fluid design elements of apple explained in this robust article and reverse engineer the elements to emulate the deisgn of water waving naturally. Recently, Apple announced details of its next operating system, iOS 18, at the WWDC24 developer event. Many new features were added, including the ability to customize the home screen, placement of app icons and widgets, enhanced privacy-related features, and support for Messages, but particularly noteworthy is the integration of AI “Apple Intelligence. Based on its superior design philosophy, Apple has deeply integrated “Apple Intelligence” with its operating system. Apple is trying to provide an unprecedented user experience. In this issue, we will discuss the impact of this innovative integration. Seamless integration of Apple Intelligence and OS Source: Apple Intelligence Preview — Apple Other companies’ AI-integrated operating systems generally take the approach of adding interactive AI to the operating system or web browser. In contrast, Apple’s Apple Intelligence is deeply integrated into the overall OS and is designed to work seamlessly with each feature. This approach makes the user experience more intuitive and seamless and differentiates Apple Intelligence from its competitors. Apple Intelligence has been enhanced to work with Siri, the voice assistant, to allow users to give instructions via text input. This allows for more flexible use of voice and text with natural instructions. Furthermore, AI is also deeply embedded in each application, with AI being used for text and image editing functions, aiming for tight integration with the OS as a whole. As the system claims to be a “personal intelligence system,” it was designed to understand the more personal aspects of the user, such as who he or she is, the situation in which he or she is in, and what kind of assistance is needed, making it not merely a convenient function but a system with intelligence. Deeper user experience and greater customizability Visually personalized changes can be made in addition to AI, such as changing the color of icons, dark mode support, widget and control center customization, etc. This allows users to customize their devices to their own preferences and enjoy a more personalized experience. Source: Apple Newsroom In addition, the “Tap to Pay” feature, which was previously introduced in Europe and the U.S. as of iOS 15, will be available in Japan as well. This will allow iPhone-to-iPhone touch payments. Although we will not go into the details of this “Tap to Pay” feature, it is an innovative mechanism that makes the payment process more personalized and allows for concise transactions between devices. Also new to iPadOS 18, the “Math Note” feature, which recognizes handwritten mathematical expressions and displays calculations and graphs, has attracted particular attention. With these enhancements, Apple’s devices will meet more diverse needs and enrich users’ lives. What are the five principles of Apple Intelligence? Source: Apple, “WWDC24 Keynote Apple Developer” The five principles of Apple Intelligence, as described by CEO Tim Cook in his WWDC24 keynote, are critical to understanding Apple’s AI approach. Powerful for what matters. AI provides essential value to users, so it provides powerful support for important tasks. Be intuitive and easy to use. AI should be designed to be easy for anyone to use, without requiring complex operations. Must be deeply connected to the product AI is closely integrated with the OS, hardware, and software to provide a consistent user experience. Be personal and understand the user. Personalized services tailored to the needs and circumstances of individual users. Protect privacy. User data is strictly protected and privacy is paramount. Based on these principles, Apple Intelligence is designed to be more than a generative or chat tool; it is an intelligent system that gets close to its users and understands their needs. More personalized AI Seamless Functional Visualization and Usability Other AI chat services require users to write prompts in an interactive window that is flanked by text entry fields. In contrast, Apple Intelligence provides a menu of operations that users are most likely to use, such as “Describe,” “Bullet Point,” and “Make a Table of Contents. It also seamlessly applies sentence formatting and summarization, and allows users to customize voice or written instructions according to their specific needs, giving them quick and intuitive access to the information and functions they need. Source: Apple Newsroom The ability to deeply understand language also applies to notifications and emails. A new feature announced to make email easier to manage is that “urgent priority messages will appear at the top of your inbox, and you will be able to see a summary of each email. Longer threads will be detailed with a tap, and smart replies will identify suggested replies and questions. In Notifications, important priority notifications appear at the top and a summary helps review longer notifications. Focus mode is even more personalized, showing only the most important notifications and allowing users to focus on their work. Voice Assistance with a Deeper Knowledge of the User Siri has a new look and feel, and its enhanced language processing capabilities allow for a deeper understanding of context and more natural interaction. Siri has improved ability to understand slight restatements and pauses, as well as the ability to remember previous conversations. This allows for smoother user interaction. When Siri is activated, a beautiful light spreads across the screen. This is a visual presentation of a deeply integrated system experience. These effects, which are not major changes, are what make Apple’s UX feel comfortable. It also has the effect of making users aware that the functionality has moved to the next phase. Source: Keynote — WWDC24 — Video — Apple Developer (1:16:52) In addition to voice input, text instructions are now available. One of the reasons why many iPhone owners have not used Siri in the past is probably because they were dependent on voice, as there are many situations where it is difficult to speak to someone when they are out and about. From now on, Siri will be able to understand your intentions and take action when you give it text instructions depending on the situation, thereby expanding its usage scenarios. Source: Apple Newsroom In addition, Siri and the writing tools integrated throughout the Apple platform have built-in access to ChatGPT. This allows users to access ChatGPT’s expertise and image and document comprehension capabilities without having to switch back and forth between apps and tools. For example, they can summarize the content of an email or get the right answer to a complex query. This integration makes the user experience more powerful. New privacy protection for AI platforms Apple’s development of superior processors has made it possible to do much AI processing on-device. There is no need to send data to telecommunications or cloud services. Apple’s Privacy Principles Data minimization On-device processing Increased transparency and user control Security Reference: Apple “A Day in the Life of Your Data However, when advanced processing is required that cannot be handled on the device, a new privacy process is applied by “Private Cloud Compute”. This technology provides the following privacy protections Anonymization Data is sent to a privacy-conscious server equipped with dedicated Apple silicon and anonymized. This minimizes the risk of personal identification. Minimal Transmission of Information The design ensures that only the minimum necessary information is transmitted to maximize user privacy. No data storage When a request is routed to Private Cloud Compute, no data is stored and cannot be accessed by Apple itself. This ensures that the data is only used to fulfill the user’s request. This privacy protection is based on Apple’s long-standing commitment to and trust in privacy, and provides a safe environment for users to use AI features. This is a point in which Apple has a particular advantage over other companies. Positioning of ChatGPT in Apple Intelligence Apple has adopted a hybrid type of assistance that links Apple Intelligence, an AI developed in-house for privacy-conscious on-device processing, with ChatGPT, an external AI, when specialized knowledge is required. Apple Intelligence processes user requests to the extent that it can handle them, and works with ChatGPT when specialized knowledge or in-depth understanding is required. For example, for requests that require specialized knowledge, such as a detailed explanation of the law or interpretation of a scientific article, Apple Intelligence asks the user if he or she would like ChatGPT to process the request. If the user allows it, ChatGPT will process the request and provide the results. With this hybrid type of assistance, Apple can rely on a very high level of trust in its service, as it can be flexible enough to handle tasks that require a high level of expertise while adhering to a consistent privacy protection policy. While many of its competitors are putting forward the convenience and advanced nature of AI, Apple prioritizes its corporate philosophy of being a “trusted brand” above all else. Conclusion Through Apple Intelligence, I strongly felt Apple’s “suguity of the user experience, the full-stack integration of hardware to OS, apps, and software. This integrated approach is designed to create a seamless UX. And I believe that this innovation will embrace not only technologists and creators working with technology, but also many users, who will be able to use AI on a daily basis and enjoy a more efficient experience naturally. Thus, Apple’s deep level of integration between AI and the OS, while ensuring security, could serve as a guiding principle in UI/UX design. I also felt that it differentiates Apple from other companies’ products and further solidifies its position as an innovator in users’ daily lives. It seems that localization for Japan is still some way off, but I look forward to waiting for it. I hope this article will be a hint for you to think about UIUX design. See you again in the next article.