Apple Intelligence

Let’s have a serious discussion about digital ethics and ethical AI with Ben Byford, without the hyperbolic doom and gloom fantasy.

At the WWDC 2025 event, Apple announced new Apple Intelligence features that “elevate the user experience” across all devices. And that is pretty much the theme throughout the event. AI was not the centrestage.

Tim discusses Apple’s apparent cautious AI strategy that prioritises privacy and trust over hype, positioning it for long-term success despite media scepticism.

As is their tradition at this time of year, Apple announced a new line of iPhones last week. The promised centrepiece that would make us want to buy these new devices was AI – or Apple Intelligence, as they branded it. Yet the reaction from the collective world of consumer technology has been muted.

We welcomed Raoul Lumb, the leading UK media and technology lawyer specialising in areas crucial to the AI industry, such as intellectual property, copyright, and data protection.