Apple’s new artificial intelligence tools are here. Now the company is trying to help customers understand them. The Cupertino, Calif.
-based tech giant on Wednesday began offering 15-minute briefings for customers at its hundreds of U.S. retail stores on the company’s new suite of AI tools called Apple Intelligence, which can help iPhone users to compose emails faster, create new emojis and delete their exes out of photos.
Apple Intelligence is a key feature on Apple’s newest operating system, which the company hopes will propel more customers to upgrade and buy more devices. The new capabilities are featured prominently in ads for the iPhone 16 and iPhone 16 Pro that have aired lately, including during the World Series. AI tools have been available to the broader public for a while now, but putting them directly in the hands of loyal Apple users could significantly accelerate the technology’s mainstream adoption.
But the features will likely have a steep learning curve for some users, so Apple Store employees are tasked with walking customers through them. The first set of new tools became available with the newest operating system update and works on iPhone 15 Pro, iPad A17 Pro or M1, Mac with M1 or newer models. “One of the problems with a new tool like Apple Intelligence is getting people to try it out in the first place,” said Rob Enderle, principal analyst with the advisory services firm Enderle Group.
“We tend to be creatures of habit and particularly as .
