With tech giants like Google, Microsoft, and Samsung already racing ahead with generative AI, Apple’s entry may seem a little late. But in true Apple fashion, the focus is on tight integration, elegant design, and a deep commitment to patron privacy.

Rather than a single app or assistant, Apple Intelligence is a collection of AI-powered tools baked directly into iOS, iPadOS, and macOS. It’s designed to help users write, create, organize, and communicate without needing to jump between third-party apps.

The video gives us a sneak peek at how Apple is bringing this to life in a clean, intuitive way. You won’t need to be a tech expert to use these tools they’re meant to feel like a natural extension of what you already do on your gadgets.

One of the flashiest new features is Genmoji, which lets users generate custom emojis just by describing what they want. Think: “a cat with sunglasses playing the guitar” type it out, and boom, it appears.

Then there’s Image Playground, a tool for quickly making AI-generated images for use in Messages, Notes, and more. These tools aren’t just fun they’re designed to make digital expression more personal and playful, especially for younger or creative patrons.

Taking inspiration from Google’s Magic Eraser, Apple introduces Photo Clean Up a attribute that allows you to tap away distractions in your photos. Whether it’s a tourist in the background or an awkward object on the floor, this tool removes it with minimal fuss and natural-looking results.

Apple’s strength here is subtlety. The edits don’t feel artificial or overdone, keeping the focus on realism rather than flashy effects.