Abstract

In the first half of 2024, major international exhibitions such as CES, MWC, and Computex witnessed leading brands unveiling AI-enabled smartphones and PCs, setting new industry trends. Amidst these developments, Apple's AI vision and strategy attracted significant attention. At both WWDC 2024 and its fall product launch, Apple demonstrated its strong positioning in AI advancements, showcasing the potential to maintain its leadership in smartphone and PC innovations. This report delves into Apple's AI iPhone, focusing on its AI Intelligence, and briefly highlights key aspects of Apple's AI strategy, including its cautious approach to AI, short-term moves such as third-party LLM collaborations, and its holistic cloud-device AI ecosystem. Additionally, it discusses the role of privacy and security in Apple's AI development, how iOS 18 enhances user experience, and how Apple’s integrated hardware-software model is driving new AI PC business models.