This year’s Apple WWDC did not disappoint. After what seemed like an extended period of incremental updates, Apple has truly recaptured that magical feeling of awe and excitement we've come to expect from their major product launches. The unveiling of "Apple Intelligence" is a masterstroke in branding, in my humble opinion. It’s simple, yet evocative, encapsulating the essence of smart, intuitive technology that aligns seamlessly with Apple’s identity.

What I particularly loved about Apple’s approach is that while the artificial intelligence arena has been dominated by the major players relentlessly pursuing the latest cutting-edge frontier models, Apple has taken a rather different approach, as is characteristic of the company. Instead of simply chasing cutting-edge technology for its own sake, the company has focused its efforts on crafting an AI ‘experience’ that integrates seamlessly into its ecosystem, promising unparalleled convenience and intuitive usability.

With Apple Intelligence, the tech titan has demonstrated their knack for transcending mere specifications and delivering a product that resonates with consumers on a deeper level. The strapline “AI for the rest of us” is human, conversational and clearly prioritises user-friendliness and seamless integration over delivering the most technically advanced solution. This approach is exactly what has made Apple the brand that we know today.

Apple's Design-led Approach for AI

As a design practitioner for over 25 years, I’ve always seen Apple as a brand that ‘gets it’. But the reason I’m sitting here today and writing passionately about this topic is because the approach taken by Apple for this recent launch resonates deeply with me and follows what I have always considered to be key principles of a true design-led approach. Here are the top 5 fundamental design principles that I practice in my own work, have always coached my teams to use and were dominant themes in the Apple Intelligence announcement.

Design Principles

• 1. We remember stories, not facts.

  If there was one thing everyone was eagerly awaiting at this year's WWDC, it was Apple's strategy for artificial intelligence. While other major tech players had been vocal, frequently updating the media on their AI progress, Apple remained characteristically quiet, fuelling rumours that they may have missed the boat on one of the biggest technological movements of our generation. It wasn't until 66 minutes into the event, more than halfway through, that Tim Cook finally introduced Apple Intelligence.

  Apple's approach to unveiling their AI solution was a masterclass in effective storytelling, expertly leveraging anticipation. By staying quiet while competitors kept shouting about their progress updates in the media, Apple built suspense and piqued everyone’s curiosity. This deliberate delay used the principle of Rising Action perfectly, gradually building tension and emotional investment, leading up to the climactic moment when they finally unveiled Apple Intelligence.

  Apple's strategy also showed they really understand the power of contrast. By letting competitors hog the spotlight in the AI race, Apple positioned themselves as the underdog, the quiet contender ready to shake things up. This contrast made their reveal even more impactful, portraying Apple Intelligence as a groundbreaking solution. I can continue referring to other storytelling principles like ‘The Hero’s Journey’ which fits perfectly with the timing of the announcement, but the main point here being that by using these storytelling principles masterfully, Apple grabbed the audience's attention, built up anticipation, and heightened the emotional impact of introducing Apple Intelligence.

• 2. Giving it a name, makes it easier to talk about

  For those of you who have worked with me over the years, know very well how much I love naming things! My thought process is straightforward, when creating a new product or proposition, the simpler it is to understand and the easier it is for people to talk about, the quicker the idea spreads.
  

  The terms ‘Artificial Intelligence’ or AI are already overused—you can’t turn around these days without hearing about the latest advanced AI in everything. ‘Apple Intelligence,’ on the other hand, feels fresh and exciting. It’s not just a technology; it’s an experience—and an Apple experience at that. Millions of people already associate Apple with experiences that are easy, intuitive, helpful, and that ‘simply work.’ So, when they hear ‘Apple Intelligence,’ they immediately connect it to those same qualities. Absolutely brilliant!

• 3. Fewer choices equal easier decisions

  Apple's new image generation feature in the Notes app is another testament to their user-centric design philosophy. Unlike other image generation tools where you have to ‘engineer prompts’ using complex language, Apple has simplified this process to just three options—animation, illustration, and sketch—leveraging the existing user behaviour of creating rough sketches of ideas.
  
  

  This feature eliminates the need for users to navigate through numerous options, thereby reducing decision fatigue. Instead, users can quickly generate visually appealing images with minimal effort, enhancing both creativity and productivity. This streamlined approach makes advanced AI accessible to everyone, regardless of their technical proficiency, and reinforces Apple's commitment to intuitive design.

• 4. Understanding behaviours is critical

  The fundamental essence of Apple’s AI strategy is to integrate it seamlessly into its customers’ daily routines. The key word here is ‘routines’, referring to existing established behaviours. This approach diverges from the tech industry’s usual fascination with cutting-edge but often impractical AI applications. Instead, Apple focuses on delivering tangible, user-friendly solutions that enhance the efficiency and enjoyment of everyday tasks.
  

  What was evident in the WWDC presentation is that Apple is positioning Siri at the heart of its Apple Intelligence strategy. My initial reaction to this was a resounding “Yikes!”, considering that Siri in its current form is perhaps the least advanced of the digital assistants. However, I find hope in the remarkable advancements in LLM+NLP-driven assistance over the past year. Recent demos by OpenAI and Google showcasing multi-modal capabilities have been particularly impressive. It’s clear that Apple is bringing that level of capability, coupled with deep OS integration, to the next generation of Siri, which is certainly something to feel excited about.

  What’s also super exciting about these developments is Apple's move into more of a Large Action Model (LAM) space, rather than the currently dominant, conversation-based, LLM-driven models. Siri's ability to perform complex tasks seamlessly across various apps exemplifies Apple's action-oriented AI approach. Whether it’s adding an address from a text message to a contact card or retrieving flight details from an email, Siri’s enhanced functionality reduces friction and streamlines existing user workflows. This focus on actionable AI, rather than merely conversational AI, sets Apple Intelligence apart as a practical, user-centric and behaviour-driven innovation.

• 5. Personal context is everything

  Apple Intelligence shows Apple's deep understanding that personal context is crucial for delivering truly helpful and personalised AI experiences. They know that generic, one-size-fits-all solutions don't cut it when it comes to providing intelligence tailored to each person's unique needs and preferences.
  

  A great example of this commitment to personal context is Apple Intelligence's contextual language understanding capabilities. Features like Priority Messages, Smart Reply, and Summarisation in Mail use advanced natural language processing models to grasp the nuanced context and intent behind written communication. By analysing each user's unique communication patterns, priorities, and preferences, Apple Intelligence can highlight the most relevant information and provide responses that match the specific context of the individual. This level of personalisation ensures that Apple Intelligence's language capabilities feel intuitive, intelligent, and deeply attuned to the user's personal circumstances, elevating the AI experience from generic to genuinely personalised and helpful.

  Having said that, various aspects of Apple Intelligence, such as Siri’s multi-modal abilities to see your screen, access your messages, emails, photos, and practically all content on your computer, along with listening to your voice, raise concerns about privacy. Apple addresses these concerns with robust on-device processing and the introduction of Private Cloud Compute.

Conclusion

It’s all very exciting, no doubt, but the reality is that we still have a few months before we will have access to all of these wonderful capabilities (at least for those of us living outside the US). A few months in the context of AI is like decades for any other tech so it’ll be interesting to see how the rest of the competition evolves before Apple Intelligence becomes a household name.

However, as a lifelong practitioner and evangelist of Design, I love how Apple has managed to make advanced AI accessible, practical, and secure. Features like Math Notes and the simplified image generation tool in Notes exemplify how Apple transforms complex technologies into intuitive, user-friendly solutions. Even the simple notion of "AI for the rest of us" demonstrates a profound understanding of user needs and a commitment to enhancing daily lives through thoughtful design. I find it inspiring to see such a holistic approach to AI, one that prioritises user experience and delivers on the promise of making technology genuinely beneficial for all.