Apple unveiled Apple Intelligence at WWDC 2024, a feature packed with generative AI to enhance existing products. Houston and Ferdowsi from Dropbox were once told by Steve Jobs that their product was just a feature, not a standalone product. Apple's generative AI upgrades existing features like Safari, Messages, and Siri, making them more insightful and user-friendly while still aligning with Apple's ecosystem. Their focus on personal context through on-device semantic indexing sets them apart, with a balance of on-device and cloud processing. Apple's partnership with OpenAI for ChatGPT integration offers additional world knowledge layers. Their commitment to renewable energy data centers and user privacy is commendable. While the rollout is selective, Apple's push towards generative AI is setting a new standard in the industry.