Apple's WWDC 2023 AI tools — I would not rebuild my app for a keynote slide

If your customers are on older devices, fancy on-device models might not matter yet.

What was worth watching

I paid attention to the shape of the bet:

• summarization inside familiar apps
• writing help where people already type
• image and voice features tied to OS permissions
• privacy as a selling point against cloud-heavy competitors

That tells you how Apple wants users to think about AI: helpful, local, branded, controlled.

The mistake is platform tourism

Teams burn months building "for Apple intelligence" before release details, limits, and review rules are clear.

They ship a demo. Apple changes a policy. The feature dies.

I would rather improve the core job my product already does than chase a keynote noun.

If you build on Apple's stack later

When APIs fit your use case, ask:

• does on-device limit quality in ways users will notice?
• what fails offline?
• how do updates reach old phones?
• does this feature matter to paying customers or only to your launch post?

WWDC is a trailer. Your business needs the full movie.

I would watch Apple's direction, ship boring value now, and integrate when users on supported devices are common enough to matter.