Apple’s latest Safari privacy campaign is more than pre-WWDC marketing. It is an early signal of how the company plans to frame artificial intelligence (AI): as something that only works if users trust the platform behind it.

The week before WWDC is often significant, as Apple tends to make announcements it simply can’t fit into the keynote itself. This year’s first pre-show reveal is a new campaign focused on privacy that shows how much more private Safari is than rival browsers; there’s even a highly entertaining video that makes the point.

Privacy on Safari

Apple has been building privacy protections into Safari for years. The browser protects you from malicious scripts that might attempt to access passwords or credit card information. Safari also tells you what data an extension wants to access and can restrict access to match your settings. It blocks third-party cookies by default, detects and removes trackers, and has measures in place to prevent data companies from identifying — and following — you through device characteristics. 

That’s even before Apple’s powerful Private Browsing mode, which includes meaningful protections. The company has put together a page packed with resources to explain the privacy protections it has in place across its platforms.

Privacy is critical to Apple — not only because the company regards it as a human right, but because it correctly recognizes that to make new generations of sensor-laden technologies it must ensure privacy is protected. Without privacy and trust, people won’t use the technology.

Trust is the product, not you

The truth is that people are becoming increasingly concerned about how the digital devices we depend on for convenience are now being used for different kinds of surveillance, and we need to be convinced that our personal data is protected. We do not want every aspect of our life to become fodder to feed a digital dystopia, even as we still want the positive solutions technology promises.

Think about the Apple Watch. Consider the data it gathers: distance walked, calories burned, and more — it’s a rich trove of personally identifiable data that no one really wants to share with others without consent. Apple Watch is not the only Apple device that is gathering information, even your web browser captures a great deal of it. Hence, the focus on Safari in Apple’s new campaign.

Privacy will become an even greater concern as AI spreads. Data brokering services already make extensive use of AI to analyze and identify patterns in the online data they harvest. AI deployed without strong privacy protections poses serious risks to the way we live, while the consolidation of AI ownership in the hands of a few companies risks creating dangerous imbalances of power. That’s the context in which private data needs to be protected, making privacy an essential component of a positive tech-augmented future. 

Why the AI era raises the stakes

Apple’s focus on privacy is far from new; it has been consistent in this work for many years. Competitors often accuse Apple of hypocrisy, but the company has been arguing for privacy’s importance for more than a decade. Others have adopted some of the same principles, though not all of them — and while Apple may sometimes use privacy as a moat for its own products and services, that does not diminish its value.

It’s with all this in mind that I consider Apple’s latest privacy ad campaign and its rollout just before WWDC, where it is expected to introduce new AI services. That Apple’s new privacy campaign seems not to have made the final cut for the show tells me the company has much more to discuss on the topic, particularly around Apple Intelligence.

What Safari’s signals suggest

When Apple introduces its new AI features at WWDC it will do so while celebrating the privacy built into them. The current privacy ad campaign will be part of an overall push as the company explains that its ecosystem can run third-party AI services while also offering its own bespoke Apple Intelligence AI to do really useful things in complete privacy.

This isn’t just a competitive moat, it’s a realistic assessment in practice. It shows that Apple understands that in the age of AI, privacy matters more than ever. As AI becomes central to everyday digital experiences, privacy is no longer optional — and Apple is prepared to make the case to support it.

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Apple will open the doors to developers at its Worldwide Developer Conference (WWDC) next week. Beyond a big push on AI and new OSes focused on stability and performance, what should developers expect? Mostly it’s about new APIs, Foundation Models, and App Intents; here’s what I’ve been able to figure out so far.

Foundation Models

Apple has been building new Apple Intelligence APIs. One way it is achieving this is to take models made with Google Gemini, then distill and shrink them to fit inside (and run on) its devices. The progression will be to introduce these as a new crop of Foundation models developers can use in their apps. There’s more:

• New APIs mean developers will be able to run Apple Intelligence tools such as summarization directly on the customer device, all offline, all private.
• Developers that use Apple’s standard text editing/entry views will gain access to improved Apple-developed tools inside their apps without custom-coding.
• Because intelligence takes place on the user’s device, neither developers nor users will need to pay for those AI tokens. This is a distinct cost and privacy-saving advantage for customers and developers.

App Intents: The next generation

Apple continues on its quest to convince developers to make features of their apps available for use via Siri with App Intents. Doing so requires developers to wrap their apps into semantic structures, enabling speech/text-based interaction. To help them achieve this, Apple is expected to introduce a complete redesign of its App Intents framework.

Speak as you wish

While users must say “Hey Siri” to invoke its attention today, the assistant will respond more dynamically to natural language. Combined with App Intents, that means users should be able to ask Siri to use a combination of apps to make things happen on the device.

A developer might build a travel app that can take an itinerary and hand it across to a budgeting tool, for example. The idea is that with a spoken or typed command, a person will be able to call on a collection of apps to identify the destination, create an itinerary, put together a to-do list, prepare relevant letters or emails, and assemble a budget — all invoked by the original command.

What about context?

We’re expecting Siri to become better at using the content of your screen, location, and other personal data as it seeks to provide more contextualized responses. We don’t yet know the extent or form in which Apple will make that information available to third-party developers to help contextualize their own apps. Apple’s focus on privacy matters a great deal, as does its relationship with regulators, some of whom will demand that data made available to Apple’s own apps be made available to third-party apps. These are important matters for Apple, app developers, and customers who want the convenience of AI without loss of privacy.

More consistent UI tools on Swift

Swift should get better at migrating legacy code, but the big speculation around it concerns Liquid Glass. Will Swift make it easier for developers to build consistent user interfaces that work properly across all Apple’s platforms? If it does, then it will help overcome one of the big criticisms of Apple’s liquid-inspired UI. Swift will also usher in the tools developers need to support agentic application coding.

Better vibes for Xcode

Vibe coding is everywhere, including within Xcode, which is expected to gain improved contextual and predictive understanding to help boost developer productivity. Xcode could also  introduce improved real-time architectural debugging hints, aiming to make it easier for developers to build bug-free apps.

A Mac you can wear: Vision OS

All the AI enhancements made available across Apple’s other products will also be offered to visionOS. That access takes the headset another step closer to becoming the Mac you wear like sunglasses.

Elsewhere

• A new Camera API means developers can build specialized, interactive buttons that users can deploy directly within the native iOS Camera interface. This should be a great way to use more sophisticated camera apps more naturally.
• Wallet Pass means apps will be able to ingest things like barcodes or gym passes for use within Wallet.
• Icon Composer might offer more tools designed to promote consistency.

Intel finally retires

Apple will abandon Intel support in macOS 27, which means developers will likely end support for legacy Intel applications in response.

After the gold rush

Once the lights go down on WWDC, Apple’s real test will be to see if its announcements help make AI useful, private, and affordable to developers and their customers. After all, if Apple gets AI right on a platform basis, it should be able to offer the kind of on-device intelligence no one else can match, at no charge to developers or users — a move that might yet kick-start AI innovation across its platforms. This will provide a moat around the Apple ecosystem, inside which developers can explore new potentials for AI to give customers the tools they need at costs they can afford.

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I will sit right down (waiting for the gift of sound and vision)
And I will sing (waiting for the gift of sound and vision)

— David Bowie

Apple is planning to sponsor and present 14 AI research papers at the annual IEEE/CVF Conference on Computer Vision and Pattern Recognition (CVPR) in Denver next week, just days before it introduces major new AI features at its Worldwide Developer Conference (WWDC).

The fresh research explores topics such as using LLMs in image generation, quality testing, and user interface prototyping. For months, supply chain rumors have hinted at a radical evolution for the ubiquitous AirPods in the form of built-in ambient cameras. With this in mind, it’s noteworthy that one of the research papers, “From Where Things Are to What They’re For: Benchmarking Spatial–Functional Intelligence for Multimodal LLMs,” specifically seems to cater for such use cases. 

Accessibility for the people

In application, this tech promises profound potential for accessibility. It suggests that someone with limited vision might be able to get their AirPods to guide them through an unfamiliar room. This is something that should fit well inside the company’s ongoing narrative around machine vision intelligence and accessibility. 

Accessibility is central to a second presentation to be made during the Generative AI for Sign Language Workshop at the conference. Led by Apple’s Colin Lea, who presented a session on speech tech for people with speech disabilities at a similar event, this focus on machine vision intelligence and accessibility is entirely deliberate. 

Indeed, even though the industry and critics condemn Apple for lagging behind others in the AI space, the publication of these 14 papers at a key industry session just before WWDC shows the company has been doing a great deal of foundational work behind the scenes. We expect this work to bear its first fruit at WWDC, and it is important to understand the disclosures as a power move. Apple is using the show to celebrate its strengths in AI development, and given its decade work on Apple Car, many of those strengths relate to machine vision intelligence. 

Apple is so advanced in the field it is already deploying advanced models that empower consumers. Just last week, it promised to introduce a new tool called Image Explorer in VoiceOver to help partially sighted customers later this year. Among many other features, this will arrive alongside a system to let disabled users control compatible wheelchairs with spoken word commands. 

Apple is pushing boundaries all the way. Its paper “VSAS-Bench: Real-Time Evaluation of Visual Streaming Assistant Models,” proves it is actively refining models to process live video instantly on consumer hardware. 

What matters, the human or the machine?

The difference between Apple and its competitors is deep and philosophical. I’d argue that while others build cloud-dependent chatbots, Apple is embedding AI tools that solve real human problems in its systems. 

This extends to its plans at WWDC, where it will introduce a raft of AI tools made with help from Google Gemini and a host of AI services it has developed in house. The latter will include a great many accessibility tools of the type it will discuss at the CVPR event, the beauty of which being that they will run privately and on-device. You could argue that while other tech giants are using AI to automate white-collar jobs or build a surveillance dystopia, Apple is searching for applications of machine intelligence that solve real human problems. 

The company seems pretty realistic about the ongoing AI transformation. It recognizes that its own ecosystem must become a peer player in the emerging AI-augmented environment the tech industry seems intent on building. 

With that in mind, Apple is willing to engage in strategic, mutually beneficial partnerships, such as permitting Siri to use third-party AI services to handle requests. But even as it does that, it is also focusing on those areas in which it can make a unique difference, such as the accessibility features Apple as a platform has always provided.

Open up

As the Vision Pro demonstrated, and as these mythical video-enabled AirPods will in the future suggest, computers are steadily getting smarter. So, the way we use them is also changing as we move away from the rigid boundaries of keyboards, mice, and touchscreens. Apple’s quest for ambient computing began long before the sudden gold rush for generative AI chatbots. 

In the end, as the latter services become commodified, the way humans interact with them will define the next generation of hardware. That’s exciting for Apple, given that product design is where it excels. The era of sound and vision may finally have arrived.

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