Depois de já termos publicado vários vídeos sobre as novidades do iOS 27, chegou a vez de começarmos a cobertura em vídeo do macOS Golden Gate 27 em nosso canal. E não tem jeito melhor de abrir essa série do que falando sobre a mudança mais aguardada do sistema: a Siri AI.
Neste primeiro vídeo, mostramos como funciona o novo app da Siri, os ajustes de voz disponíveis, as melhorias na busca do Spotlight, os recursos da Inteligência Visual a partir de screenshots e as ferramentas de escrita e revisão de texto integradas ao sistema.
Safari Notify Me gives Apple’s browser a useful new role in online shopping: watching a product page after the shopper has closed it. Instead of repeatedly returning to check whether an item is available or whether its price has changed, users can ask Safari to monitor the page and send an alert when the requested update appears.
The feature arrives as online shopping becomes increasingly fragmented. Prices can change several times during a promotion, popular items disappear within minutes and retailers often require shoppers to join separate mailing lists for availability alerts. Dedicated tracking apps can help, but each adds another account, extension or subscription.
Safari Notify Me places the monitoring tool inside the browser already being used to view the product. It is simple enough for occasional purchases while potentially useful for expensive electronics, limited releases, event registrations and products that move in and out of stock.
Safari Notify Me Watches the Page for You
Safari Notify Me is designed to monitor changes on a specific webpage. The user identifies what should be watched, such as a lower price, a product returning to stock or registration becoming available. Safari then checks the page and sends a notification after detecting the relevant change.
Apple has presented price changes and product restocks as central examples, though the feature is not restricted to shopping. It may also help with reservations, ticket availability, enrollment openings or other pages where one detail changes over time.
For shopping, the advantage is immediate. A customer can leave the product page without relying on memory, leaving dozens of tabs open or refreshing the site throughout the day.
The browser becomes temporarily responsible for the follow-up.
This differs from a retailer’s own email alert. Store notifications usually depend on the business offering the feature, and they may focus only on inventory. Safari can monitor the page according to the user’s request, potentially covering price and availability without requiring another marketing subscription.
Image Credit: Pond5
How Safari Price Alerts Help
Online prices are rarely as stable as the label suggests. Retailers adjust discounts, respond to competitors, launch short promotions and change prices according to stock levels.
A shopper interested in a Mac accessory, appliance or expensive display may not want to purchase immediately at the listed price. Checking the page every day is inefficient, while joining a store mailing list can produce far more promotional email than useful information.
Safari price alerts create a quieter alternative. The user can identify the product and wait for the browser to report a meaningful change.
The feature does not replace price history. Safari may detect that the amount has dropped, but that does not necessarily prove the new price is the lowest offered during the year. Dedicated price-tracking services may still provide charts, comparisons and retailer-specific history.
Safari Notify Me is better understood as a page-change assistant. It tells the shopper that something requested has happened. The decision to purchase remains with the user.
Restock Alerts May Be Even More Useful
Restock monitoring may become the feature’s strongest shopping use. Limited products can return without warning and sell out before a retailer’s email reaches every subscriber.
This often happens with game consoles, graphics hardware, collectibles, seasonal products, concert merchandise and popular configurations of newly released devices. Size and color variations can also return separately, making a general product alert less useful.
Safari restock alerts can focus on the page the user is already viewing. A notification provides a reason to return without requiring the tab to remain open.
The browser cannot reserve the item or guarantee that inventory will remain available. A notification may also arrive after other buyers have begun ordering. Safari removes the repeated checking, but it does not control the retailer’s inventory system.
That limitation is reasonable. Notify Me helps users notice the opportunity; it does not turn Safari into an automated purchasing bot.
Using Safari Notify Me
The feature is intended to require little setup. Users begin on the relevant product or registration page and tell Safari which change they want it to watch.
To create a Safari Notify Me alert:
Open the webpage in Safari > Select Notify Me > Describe the price, availability or page change to monitor > Allow Safari notifications when requested
The exact options shown may depend on the device, webpage and software version. Apple is introducing the feature with its new operating-system releases, and availability may vary by language or region.
A useful request should be specific. Asking Safari to report when the item returns to stock is more actionable than asking for any page change. For price monitoring, the user may request a reduction or watch for a particular target when the page supports enough information.
Once the alert is active, there is no need to keep the product page open. Safari sends a notification after detecting the requested update, allowing the user to return directly to the page.
A Better Use for Apple Intelligence
Safari Notify Me is a practical example of Apple Intelligence operating as an assistant rather than a writing tool. It interprets what the user wants, watches for a future condition and reports back when that condition appears.
The feature does not need to generate a long answer or place a chatbot beside every shopping page. Its value comes from removing a repetitive task.
That restrained approach fits Safari. The browser already manages passwords, private browsing, tab organization, Reader and tracking protections. Monitoring a page extends that utility without turning Safari into a retailer or shopping marketplace.
It may also reduce the need for third-party extensions among casual users. Someone who occasionally watches one product does not necessarily need a dedicated deal platform with wish lists, affiliate links and account registration.
Specialized services will remain useful for serious bargain hunting. Safari covers the simpler request: tell me when this exact page changes in the way I care about.
Image Credit: Apple Inc.
Notifications Need Restraint
Any feature built around alerts can become noisy when used too freely. Monitoring every product considered during casual browsing could fill Notification Center with price changes and restocks that no longer feel relevant.
Safari Notify Me works better when reserved for purchases with genuine intent. A few focused alerts are easier to understand and act upon than dozens of loosely defined page watches.
Users should also remove alerts after buying the item or losing interest. A notification for a product purchased weeks earlier adds clutter without saving time.
Safari notifications can be managed through the device’s normal notification settings. Disabling all Safari alerts may also silence other useful browser notifications, so reviewing individual watches inside Safari is preferable when available.
Price Is Not the Only Shopping Decision
A lower price can encourage a quick purchase, but shoppers should still review the seller, return policy, warranty and delivery estimate. Notify Me reports a page change; it does not evaluate whether the store is reliable or whether the offer has hidden conditions.
A product may return through a third-party marketplace seller at a higher price. A discount may apply only after a membership, coupon or trade-in. Limited inventory can also create pressure to buy before reading the terms.
Safari’s privacy protections and fraud warnings remain relevant, but users should confirm that the page belongs to the intended retailer before entering payment information.
The alert is a starting signal, not an endorsement.
Safari Becomes More Useful After the Tab Closes
Browsers traditionally stop being helpful once users leave a page. Safari Notify Me changes that relationship by allowing selected pages to remain useful without remaining visible.
For shoppers, that means fewer repeated searches, fewer forgotten products and less dependence on promotional email. Price and restock alerts can operate quietly until there is a reason to return.
The feature will not replace advanced shopping trackers, and it cannot guarantee inventory. Its appeal is that most users do not need those larger systems for every purchase.
Sometimes the entire shopping problem is waiting for one price to fall or one button to change from unavailable to buy. Safari Notify Me allows the browser to handle that wait.
Apple Intelligence on-device processing remains Apple’s most convincing argument in artificial intelligence. Rivals may lead in public model rankings, chatbot adoption and the speed of releasing experimental features, but Apple is building AI inside devices people already use for their most personal work.
That distinction changes the definition of winning.
Apple does not need every iPhone owner to open a separate chatbot app. It can place intelligence inside Messages, Mail, Photos, Notes, Shortcuts, Siri and third-party apps. Local models can operate on private information without automatically transferring that information to an external server.
The strategy appeared slow while the AI market measured progress through chatbot launches and model size. It looks more competitive as the industry confronts cloud costs, privacy concerns, unreliable connectivity and the difficulty of turning general-purpose AI into useful daily actions.
In his video “Apple Lost the AI Race,” Marques Brownlee captures the contradiction in one concise line:
“Apple lost the AI race. Actually, Apple won the AI race.”
The apparent reversal describes Apple’s current position well. Apple may have lost the first race for public perception. It is increasingly prepared for the longer contest over where AI runs, how it reaches users and who controls the personal data required to make it useful.
Apple Intelligence On-Device Changes the AI Relationship
Most popular generative AI products began as cloud services. A user sends a request to a remote model, the provider processes it in a data center and the answer returns through an app or browser.
That structure supports enormous models but creates dependence on internet access, server capacity and continuing infrastructure expense. It also means personal prompts leave the device, even when the provider uses strong security and privacy policies.
Apple Intelligence on-device begins from the opposite direction. The iPhone, iPad or Mac first attempts to handle the request locally using Apple Foundation Models optimized for Apple silicon.
That local model does not need to know everything available on the internet. It needs to understand the user’s request, work with relevant personal context and complete common tasks efficiently.
The difference is similar to owning a capable computer rather than renting every calculation from a distant server. Cloud systems remain useful for difficult workloads, but they no longer need to participate in every interaction.
For Apple, local processing is also a product advantage. The company controls the chip, operating system, model architecture, memory system and apps. Each layer can be designed around the others rather than assembled from unrelated services.
Image Credit: Apple Inc.
Privacy Becomes a Technical Feature
Technology companies frequently describe privacy as a policy. Apple is trying to make it part of the AI architecture.
When a request runs entirely on an iPhone, the associated data does not need to leave the device. A model can work with messages, appointments, photos or app content without uploading that personal context to a conventional cloud account.
That structure is especially relevant to Siri AI. A truly personal assistant needs access to information that users may never place willingly inside an ordinary chatbot: private conversations, travel plans, health-related details, work documents and relationships between people.
An assistant becomes more useful as it gains context. It also becomes more invasive when the same context is stored, analyzed or used for model training outside the device.
Apple Intelligence on-device allows Apple to expand personal context while maintaining a stronger boundary around it. The assistant can understand information locally, perform an action and discard temporary processing data without building a permanent advertising or training profile.
This is difficult for competitors whose businesses depend on cloud services, large-scale data collection or engagement inside separate AI products. Apple’s hardware business gives it different incentives.
Private Cloud Compute Extends the Model
Not every AI task can fit within the power and memory limits of an iPhone. Apple uses Private Cloud Compute when a request requires a larger model.
Private Cloud Compute is designed to extend the privacy architecture of Apple devices into the cloud. User information is processed only for the request, is not stored and is not made available to Apple for unrelated purposes.
Independent researchers can inspect software images used by the system, creating an unusual level of outside visibility into the cloud environment. Apple has also expanded the architecture while maintaining control over the software and privacy protections used for processing.
This creates a layered system rather than a simple choice between local and cloud AI.
Apple Intelligence first determines whether the device can handle the request. More complex work can move to Private Cloud Compute. External models may be offered separately when the user chooses to involve them.
The user does not need to understand the technical path behind every answer. The system chooses the smallest and most private environment capable of completing the task.
Apple Silicon Was an AI Investment
Apple’s control of its processors has become one of its largest advantages in the AI era.
The Neural Engine first appeared years before generative AI became a consumer obsession. It supported Face ID, photography, speech recognition and other machine-learning tasks. Apple continued expanding that hardware across the iPhone, iPad and Mac.
Those investments now provide a large installed base of devices designed to run machine-learning workloads locally. Recent Apple chips combine CPU, GPU, Neural Engine and unified memory in one architecture that can move information efficiently between different types of processing.
The same design helps foundation models run without requiring the power consumption or separate memory systems associated with conventional data-center hardware.
Apple also controls the operating systems that schedule those workloads. A model can be optimized for the exact processors, memory limits and energy behavior of supported devices.
Competitors can build excellent models, but they often need to support hardware from several manufacturers with inconsistent capabilities. Apple can decide that an AI feature requires a specific generation of silicon and design the complete experience around it.
Developers Gain a Local Model
The Foundation Models framework extends Apple Intelligence on-device beyond Apple’s own apps. Developers can use the system model through native Swift tools rather than shipping a separate large model or paying for every cloud request.
An app can generate structured content, interpret natural language or use tool calling while keeping supported processing on the device. Apple handles model delivery and system integration.
This can reduce operating costs for developers. A cloud-based AI feature creates an ongoing expense each time a user submits a request. Local inference uses hardware the customer already owns.
It can also improve reliability. Features may remain available without an internet connection and respond without waiting for a remote service.
The framework encourages a quieter form of AI adoption. Apps do not need to add a prominent chatbot tab or redesign themselves around a conversational interface. Intelligence can appear inside existing workflows as a useful capability.
That is where Apple’s strategy may reach scale. Millions of apps can incorporate small AI functions that users experience as normal software behavior rather than as visits to an AI destination.
Image Credit: Apple Inc.
The Installed Base Is Apple’s Distribution Advantage
The AI race is often discussed as a contest between models. Consumer adoption also depends on distribution.
Apple can deliver new intelligence features through operating-system updates across the iPhone, iPad, Mac and Vision Pro. Users do not need to create another account, choose a provider or transfer their personal information into a new service.
Siri already occupies the system interface. Apple Intelligence can work across first-party apps. Developers can connect their own features through Apple frameworks.
The scale is difficult to reproduce. A model provider may have stronger benchmark scores but still need users to download an app and consciously open it. Apple can introduce AI during actions people already perform: replying to a message, locating a photo, organizing a note or completing a shortcut.
This does not guarantee success. Apple must make Siri AI reliable, keep feature availability consistent and prove that local models can deliver enough capability to satisfy users accustomed to powerful cloud assistants.
The distribution advantage only becomes meaningful when the experience works.
Winning Without Building the Loudest Chatbot
Apple has made mistakes during its AI transition. Siri improvements arrived later than promised, regional regulations delayed features and competitors established powerful consumer brands before Apple completed its new system.
Those setbacks explain why the claim that Apple lost the AI race became persuasive.
They do not settle the outcome.
The first stage rewarded companies that released chatbots quickly and demonstrated increasingly large models. The next stage may reward systems that can integrate AI into ordinary life without demanding constant cloud access, high subscription costs or broad collection of personal information.
Apple Intelligence on-device is built for that stage. It uses hardware already in the user’s hand, protects more personal context locally and gives developers access to intelligence without requiring every interaction to become a server transaction.
Apple does not need to win every benchmark or release the most talkative assistant. It needs AI to become a reliable part of the devices people already trust.
Brownlee’s title works because both statements can be true. Apple lost the visible sprint that defined the early generative AI market. By concentrating on local processing, silicon, privacy and operating-system integration, it may already be positioning itself to win the race that follows.
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