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We’re about to find out if Apple’s big bet is going to pay off
Apple Intelligence is about to hit the mainstream. Within the next couple weeks, Apple is likely to ship iOS 18.1, iPadOS 18.1, and macOS Sequoia 15.1, all of them bringing the first in the suite of features that Apple has been talking about since June. If you have any doubt, just go watch a TV show with ads and I guarantee you’ll see Snoop Dogg hawking it as a selling point of the new iPhone 16 in fifteen minutes or less.
Apple isn’t usually the first to enter a brand new market, but it does have a reputation for helping usher technologies into the mainstream, and for setting the bar for its rivals—including being often imitated. With millions of Apple Intelligence-capable devices already in customers’ hands, it’s sure to make a big splash.
But as Apple is prepared to embark upon this new venture, it might be worth zooming out a little bit and looking at the company’s overall strategy. That includes both how it’s rolling out these features as well as where the company is ultimately aiming.