What Is Apple Intelligence? Features, Devices and How to Use It

If you've updated your iPhone recently, you've probably seen Apple Intelligence pop up in a setup screen or in Siri. Plenty of people tap past it without knowing what it does. That's a shame, because a few of its features save real time for anyone running a small business from their phone.

Here's what Apple Intelligence is, which devices get it, what each main feature does, how Apple handles your data, and how I'd put it to work day to day. Everything below comes from Apple's own pages and support articles.

What Apple Intelligence is, in plain words

Apple Intelligence is the name Apple gives to the AI features built into the iPhone, iPad, Mac and Apple Vision Pro. Rather than being a separate app, it's woven into the apps you already use: Messages, Mail, Photos, Notes, Shortcuts and Siri.

Apple now describes it alongside the next generation of Siri, which it calls Siri AI, a conversational assistant with new abilities. The idea is that the AI knows your personal context, such as your messages and calendar, and uses it to help you without you copying and pasting things into a chatbot.

Which devices can use Apple Intelligence

This is where most of the confusion comes from. Apple Intelligence doesn't run on every Apple device. According to Apple Support, you need one of these:

• iPhone: iPhone 16 models or later, iPhone 15 Pro, iPhone 15 Pro Max or iPhone Air.
• iPad: iPad mini with the A17 Pro chip, or iPad models with M1 or later.
• Mac: a Mac with M1 or later.

You'll also need free storage space, up to 14 GB on some models and up to 8 GB on others, and your device language and Siri language must be set to one Apple supports. If you change your Siri language, Apple Intelligence can pause until the new language finishes downloading.

How to get Apple Intelligence on your iPhone, iPad or Mac

Apple Support says the latest version becomes available automatically on eligible devices when you update to the 27.0 software releases. So for most people, it's simple to get:

1. Check your device is on the supported list above.
2. Back up your device, then install the latest software update from Settings.
3. Make sure your device language and Siri language match a supported language.
4. Leave enough free storage for the AI models to download.
5. Open Settings and look for the Apple Intelligence and Siri options to review what's switched on (menus vary by software version).

Availability also depends on your country. Apple says features vary by platform, language and region, that Siri AI won't initially be available in the EU on iPhone, iPad and Apple Watch, and that features won't currently work on devices bought in mainland China.

The main Apple Intelligence features and what they do

Apple Intelligence feature	What it helps you do
Write with Siri	Draft, rewrite and tidy text virtually anywhere you type
Clean Up in Photos	Remove distracting objects from a picture
Genmoji	Make a custom emoji to match a message
Image Playground	Create images in different styles from a description
Visual Intelligence	Learn about what's in front of your camera or on your screen
Live Translation	Translate texts in Messages, captions on FaceTime and spoken words on calls
Shortcuts	Build an automation by describing it in plain words

Apple also notes that some server-based features, including Siri AI, come with daily usage limits, so heavy use may hit a pause.

How Apple Intelligence handles your privacy

This is the part Apple talks about most, and it's worth understanding. Apple says much of the work happens on your device, which is how Apple Intelligence can be aware of your personal information without sending it away.

When a request needs a bigger model, Apple uses what it calls Private Cloud Compute. Apple says this lets Apple Intelligence draw on larger server-based models without making your data accessible to Apple or anyone else. If you handle client information on your phone, I'd still read Apple's privacy pages for yourself and decide which features you're comfortable using.

Using Apple Intelligence in a small business

Here's how I'd use Apple Intelligence if my phone were my main office:

• Tidy up a rushed reply to a customer before sending it, keeping your own tone.
• Clean Up product or premises photos so a stray bin or cable isn't the first thing people see.
• Use Live Translation to message a supplier or customer who prefers another language.
• Point Visual Intelligence at a flyer or poster to pull the event details into your calendar.
• Describe a repeat job to Shortcuts, such as sending your daily summary to a colleague.

Apple Intelligence is great for quick jobs inside your own apps. For bigger tasks like planning content or analysing documents, a dedicated assistant often does more, and my comparison of Claude and ChatGPT explains how two of the biggest ones differ.

Apple Intelligence compared with ChatGPT and other assistants

People often ask whether Apple Intelligence replaces ChatGPT, Gemini or Claude. I'd think of it differently. Apple Intelligence lives inside your Apple devices and works with your own messages, photos and apps. A general chatbot is better for long research, writing projects and working with large files.

Many business owners end up using both. If you're weighing up where AI fits in your week, my guide to the best AI tools for small business owners gives a wider view, and if you'd like a hand building it into your processes, that's what I do as an AI consultant.

If Apple Intelligence isn't showing on your device

• Confirm your model is on Apple's supported list; older iPhones won't get it.
• Install the latest software update and restart.
• Check your device and Siri languages are set to a supported language.
• Free up storage so the models can download.
• Remember that region rules can switch features off, even on a supported device.

Frequently asked questions

Is Apple Intelligence free to use?

Apple Intelligence comes built into supported iPhone, iPad and Mac models with the latest software. Apple notes some server-based features have daily usage limits.

Which iPhones have Apple Intelligence?

According to Apple Support, iPhone 16 models or later, iPhone 15 Pro, iPhone 15 Pro Max and iPhone Air support Apple Intelligence.

Does Apple Intelligence send my data to Apple?

Apple says much of the processing happens on your device, and bigger requests use Private Cloud Compute, which Apple says doesn't make your data accessible to Apple or anyone else.

Why can't I see Apple Intelligence on my iPhone?

The usual reasons are an unsupported model, out-of-date software, an unsupported device or Siri language, too little storage, or your region.

Is Apple Intelligence available in the EU?

Apple says feature availability varies by region and that Siri AI won't initially be available in the EU on iPhone, iPad and Apple Watch. Check Apple's page for your country.