Don't let your app get left behind #appleintelligence #tech #ai

And that brings us to the developer And that brings us to the developer story, which is probably the least sexy story, which is probably the least sexy story, which is probably the least sexy part of the keynote and maybe the most part of the keynote and maybe the most part of the keynote and maybe the most important one, too. App Intents is how important one, too. App Intents is how important one, too. App Intents is how developers make their apps content and developers make their apps content and developers make their apps content and actions available to the system. In actions available to the system. In actions available to the system. In plain English, it is how an app tells plain English, it is how an app tells plain English, it is how an app tells Apple intelligence, here's what I have, Apple intelligence, here's what I have, Apple intelligence, here's what I have, here's what the user can do with it, and here's what the user can do with it, and here's what the user can do with it, and here are the actions you are allowed to here are the actions you are allowed to here are the actions you are allowed to take. take. take. That matters because an AI assistant That matters because an AI assistant That matters because an AI assistant that cannot act inside apps is not that cannot act inside apps is not that cannot act inside apps is not really an assistant, is it? It can just really an assistant, is it? It can just really an assistant, is it? It can just suggest things, advise on things, write suggest things, advise on things, write suggest things, advise on things, write things, summarize things, but all the things, summarize things, but all the things, summarize things, but all the work lives elsewhere. Apple spent the work lives elsewhere. Apple spent the work lives elsewhere. Apple spent the last 15 or 20 years teaching every last 15 or 20 years teaching every last 15 or 20 years teaching every company on Earth to become an app. And company on Earth to become an app. And company on Earth to become an app. And you see that even now when people are you see that even now when people are you see that even now when people are vibe coding and the number of apps in vibe coding and the number of apps in vibe coding and the number of apps in the App Store is skyrocketing. But usage the App Store is skyrocketing. But usage the App Store is skyrocketing. But usage isn't, right? Apple knows that. Now it's isn't, right? Apple knows that. Now it's isn't, right? Apple knows that. Now it's trying to teach the operating system to trying to teach the operating system to trying to teach the operating system to do the thing the app used to do. Apple's do the thing the app used to do. Apple's do the thing the app used to do. Apple's trying to self-disrupt. The old world trying to self-disrupt. The old world trying to self-disrupt. The old world was open the app, learn the interface, was open the app, learn the interface, was open the app, learn the interface, tap around, do the thing. The agentic OS tap around, do the thing. The agentic OS tap around, do the thing. The agentic OS world is ask the system, and the system world is ask the system, and the system world is ask the system, and the system uses the app for you. That is Apple uses the app for you. That is Apple uses the app for you. That is Apple trying to move past the app world it trying to move past the app world it trying to move past the app world it built. But the catch is this, it can't built. But the catch is this, it can't built. But the catch is this, it can't move too far because the app ecosystem move too far because the app ecosystem move too far because the app ecosystem is also the toll booth. So, App Intents is also the toll booth. So, App Intents is also the toll booth. So, App Intents is the compromise architecture, right?

is the compromise architecture, right? is the compromise architecture, right? Apple gets to make apps callable by the Apple gets to make apps callable by the Apple gets to make apps callable by the OS while keeping the app, the developer OS while keeping the app, the developer OS while keeping the app, the developer relationship, permission layer, the App relationship, permission layer, the App relationship, permission layer, the App Store with all that money, and the Store with all that money, and the Store with all that money, and the distribution inside Apple.