Apple AI - Apple Intelligence Privacy - Apple Intelligence sets a brand-new standard for privacy in AI. It’s designed to protect your privacy at every step and is integrated into the core of your iPhone, iPad, and Mac through on-device processing. So it’s aware of your personal information without collecting your personal information. And with groundbreaking Private Cloud Compute, Apple Intelligence can draw on larger server-based models, running on Apple silicon, to handle more complex requests for you while protecting your privacy.
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00:00With Apple Intelligence,
00:03powerful intelligence goes hand-in-hand with powerful privacy.
00:08Let me tell you more about its architecture
00:11and how it's built with privacy at the core.
00:14The cornerstone of the personal intelligence system
00:17is on-device processing.
00:19We have integrated it deep into your iPhone,
00:22iPad, and Mac, and throughout your apps,
00:24so it's aware of your personal data
00:26without collecting your personal data.
00:29This is only possible through our unique integration
00:32of hardware and software and our years-long investment
00:36in building advanced silicon for on-device intelligence.
00:40Deeply integrated generative models
00:42require immense processing power.
00:45And with our most advanced Apple silicon,
00:47the A17 Pro and M family of chips,
00:50we have the computational foundation
00:52to power Apple Intelligence.
00:55This personal intelligence system
00:56is comprised of highly capable large language
00:59and diffusion models
01:00that are specialized for your everyday tasks
01:03and can adapt on the fly to your current activity.
01:06It also includes an on-device semantic index
01:10that can organize and surface information
01:12from across your apps.
01:14When you make a request,
01:15Apple Intelligence uses its semantic index
01:17to identify the relevant personal data
01:20and feeds it to the generative model
01:22so they have the personal context to best assist you.
01:26Many of these models run entirely on-device.
01:29There are times, though, when you need models
01:31that are larger than what fits in your pocket today.
01:35Servers can help with this,
01:36but traditionally, servers can also store your data
01:40without you realizing it
01:41and use it in ways you did not intend.
01:44And since server software is only accessible to its owners,
01:48even if a company says it's not misusing your data,
01:50you're unable to verify their claim
01:52or if it changes over time.
01:54In contrast, when you use an Apple device like your iPhone,
01:58you are in control of your data,
02:00where it is stored, and who can access it.
02:03And because the software image for your iPhone
02:05is accessible to independent experts,
02:07they can continuously verify its privacy.
02:11We want to extend the privacy and security of your iPhone
02:14into the cloud to unlock even more intelligence for you.
02:19So we have created Private Cloud Compute.
02:23Private Cloud Compute allows Apple Intelligence
02:26to flex and scale its computational capacity
02:30and draw on even larger server-based models
02:33for more complex requests while protecting your privacy.
02:37These models run on servers
02:38we've especially created using Apple Silicon.
02:42These Apple Silicon servers offer the privacy and security
02:45of your iPhone from the silicon on up,
02:48draw on the security properties
02:50of the Swift programming language,
02:52and run software with transparency built in.
02:56When you make a request, Apple Intelligence analyzes
02:59whether it can be processed on device.
03:01If it needs greater computational capacity,
03:03it can draw on Private Cloud Compute
03:06and send only the data that's relevant to your task
03:09to be processed on Apple Silicon servers.
03:12Your data is never stored or made accessible to Apple.
03:16It's used exclusively to fulfill your request
03:19and just like your iPhone,
03:22independent experts can inspect the code
03:24that runs on these servers to verify this privacy promise.
03:28In fact, Private Cloud Compute cryptographically ensures
03:32your iPhone, iPad, and Mac will refuse to talk to a server
03:36unless its software has been publicly logged for inspection.
03:40This sets a brand new standard for privacy and AI
03:44and unlocks intelligence you can trust.
03:47Apple Intelligence, AI for the rest of us.