Apple's Bob Borchers — image credit: EFTM
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Apple's Bob Borchers is in Australia for the launch of Apple Intelligence, where he says the new features will become a natural part of users' everyday lives.
As Apple releases iOS 18.2 alongside the new macOS Sequoia 15.2 update, Apple’s vice president of worldwide product marketing Bob Borchers spoke to local YouTube channel EFTM about why the company thinks it’s so important.
“So the great thing about Apple’s intelligence is that you don’t have to go and look for it… it’s right there where you need it, and it’s right there,” Borchers said. “And so in that regard, it’s going to be incredibly easy for customers to interact with it, to find it, to use it, [and] we think it’s just going to be woven into your everyday experience.”
“For me, as someone who gets many, many emails a day, Apple’s intelligence allows me to get through them very, very quickly,” he continued. “I don’t even think about it anymore, it’s just there, it’s available to me.”
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“And we think that for a lot of our customers, these features, whether it’s Siri, whether it’s writing tools, whether it’s image generation, will become a natural part of their daily lives,” Borchers said.
Borchers was asked about privacy and the risks of AI services using a user’s personal data. “Yes, AI and all of these technologies should be based on a promise of privacy that people can understand and trust,” he said. “That’s a core principle of Apple, we believe that privacy is a fundamental human right.”
He says that much of Apple Intelligence happens on-device — “your data never leaves your device, it’s with you, and you have complete control over it.” For AI work that requires more than can be done on-device, he pointed out that Apple has built Private Cloud Compute, which securely sends requests to ChatGPT without that service or Apple itself storing the information.
Borchers became Apple’s vice president of worldwide marketing in 2019. He previously worked on the iPod and iPhone launch before joining Dolby and then Google.
Apple's History of AI and Machine Learning
Echoing Tim Cook's statement that Apple began exploring AI in 2017, Borchers emphasized that the company has been using such technology for years, so it's keeping up with the rest of the industry.
“You know, the camera systems in the iPhone use computational photography, which is built on AI and ML [machine learning],” he said. “Some of our most life-saving features, like AFib and collision detection, use AI and ML. So we've been using them and investing in them for years and building on top of Apple Silicon to make that happen.”
None of this is necessarily the type of generative AI that Apple Intelligence delivers, however. “With Apple’s intelligence, we wanted to make sure we were delivering it in the way our customers expect, and that Apple would deliver something that was easy to use, intuitive, personal, and ultimately private.”
The release of iOS 18.2 and macOS Sequoia 15.2 marks the latest step in the expanded rollout of Apple Intelligence. More capabilities will be coming throughout 2025, and they will also be coming to more countries.
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