当下，随着苹果AI的发布，以及英伟达掀起的AI革命浪潮，美国股市科技股持续狂飙，这股潮流已经对美国科技生产力形成了极大的推动。“AI智能体”本来是一个具有端侧特征的提法，当下也正在成为科技巨头的竞争焦点。
从端侧应用价值来看：理论上AI智能体未来可以完全消灭搜索引擎，成为人机对话开启新时代的核心入口。趋势上也存在这样一种可能，个人智力和行为通过智能手机沉淀为个体智能资产，体现在智能手机厂商通过长期用户训练，为用户沉淀个人的智能资产，并且可能出现智能资产交易平台性特征。比如，手机云服务可以把一个人的时间应用模板发送给另一个人之类；
从云侧应用价值来看：云智能成为智能分发到超级平台；智能云平台都将创造很多原生智能应用，并且大规模的推广和应用，云服务公司慢慢变成企业级应用服务提供商；
从边缘侧应用价值来看：公司主体将通过行业、专业智能体价值定价。特定行业头部公司的领先优势，很有可能慢慢发展为一种专业领先的AI智能体服务，出现强者恒强特征。比如，一家建筑设计公司可能通过大量的案例积累，打造成行业最强大的边缘侧自主智能系统。汽车自动驾驶公司可能因此成为行业一家独大的公司。
但眼前有一个现实的问题，不仅从苹果AI对销量的拉动来看，还是国内AI手机概念的实际效果，AI智能体作为手机强卖点还处于一个推动力薄弱的现状下。可能这个概念对于资本市场具有一定的独特性和想象空间，实际推动手机销量来看效果并不显著，或者说还远没有到理解点。
从国内手机销量第一名的vivo的实际卖点策略来看，核心成功要素还是在围绕影像、性能和电池等传统技术控制点。即使vivo对AI大模型投入属于行业领先地位，但包括云服务、AI智能体等都是辅助的卖点，如果从实战角度看，无疑vivo的定位是成功的。过于激进的AI卖点比重实际上正在受到市场现实的挑战。
但尽管如此，AI智能体作为大的革命性趋势已经确立，而且并非是一个简单的AI创新点，而是一个具有智能生命体属性的战略性赛道，并且AI智能体可能全方面驱动所有产业部门前沿创新。
这篇小文我们通过引用和分析苹果AI智能体相关内容，是周掌柜咨询最近在做手机行业深度研究的一些重要参考信息，应该说这些表达都很有品味价值，这些内容为AI智能体创新和延展提供建设性思考，适合行业人士从多方面研究。为了方便阅读对比，我们将中英文原汁原味的呈现第一手资讯内容。
苹果的AI智能体代表性言论
1，Tim Cook（蒂姆·库克）代表性言论：
“Apple Intelligence is here! Starting today, you can get more done on iPhone, iPad, and Mac with powerful new features, including systemwide Writing Tools, a more conversarional Siri, intelligence in photos, and so much more, This is the beginning of an exciting new era.”(“Apple Intelligence来了！从今天开始，你可以在 iPhone、iPad 和 Mac 上通过强大的新功能完成更多工作，包括全系统的写作工具、更会说话的 Siri、照片中的智能功能等。这是一个激动人心的新时代的开始。”)
Tim Cook, Apple's CEO, put it during the announcement: "It has to be powerful enough to help with the things that matter most to you. It has to be intuitive and easy to use. It has to be deeply integrated into your product experiences."（Apple 首席执行官蒂姆·库克 （Tim Cook） 在发布会上所说：“它必须足够强大，才能帮助处理对您最重要的事情。它必须直观且易于使用。它必须深度集成到您的产品体验中。）
Apple Intelligence is designed “to make your most personal products even more useful and delightful.” (That’s how Apple CEO Tim Cook described it.) （”Apple Intelligence旨在“让你最个性化的产品更加有用和令人愉悦”。（苹果首席执行官蒂姆·库克 （Tim Cook） 是这样描述的。”）
2，彭博新闻社的科技记者马克·古尔曼(Mark Gurman)代表性言论：
“Apple Intelligence 的首批功能并不令人满意，而更令人印象深刻的功能将在之后推出。在苹果网站上的iPad mini营销中，苹果重点介绍了四项功能，其中三项要到今年12月至明年3月之间才会推出。”
3，Craig Federighi克雷格·费德里吉（苹果公司软件工程高级副总裁，主管iOS软件及Mac软件）代表性言论： 古尔曼爆料称，在AI方面，苹果的一些员工认为苹果仍落后行业领先者两年多。
4，John Giannandrea约翰·贾尼安德里亚（Apple 的机器学习和 AI 战略主管，负责整个公司的人工智能和机器学习战略）代表性言论：
“Software chief Craig Federighi and AI chief John Giannandrea said during the panel that Apple has a different approach to the technology than its Silicon Valley rivals. Unlike companies that are building AI for a broad range of products, Apple is instead focused only on the devices it sells and the personal data that AI could use.”（软件主管 Craig Federighi 和 AI 主管 John Giannandrea 在小组讨论中表示，苹果对这项技术的方法与硅谷竞争对手不同。与为各种产品构建 AI 的公司不同，Apple 只关注其销售的设备以及 AI 可以使用的个人数据。）
“We think AI’s role is not to replace our users but to empower them,” Federighi said.（“我们认为 AI 的作用不是取代我们的用户，而是赋予他们权力，”费德里吉说。）
5，BRAD WEBER 布拉德·韦伯（应用程序设计和开发公司InspiringApps的创始人和CEO）代表性言论：
“AI has enhanced the Apple user experience for many years. Has your phone predicted your commute time to work when you are a few blocks away from home? Has your watch calculated the total yards of your swim workout and broken down the distance by stroke? Both features (and many more) are driven by AI, but Apple treats that as an implementation detail users don’t need to know about. They should just experience the surprise and delight.”（“多年来，AI 一直在增强 Apple 的用户体验。当你离家几个街区时，你的手机是否预测了你上班的通勤时间？您的手表是否计算了游泳锻炼的总码数并按划水次数细分了距离？这两项功能（以及更多功能）都是由 AI 驱动的，但 Apple 将其视为用户不需要了解的实现细节。他们应该体验一下惊喜和喜悦。”）
“It’s important to remember that generative AI is not the only form of AI. Although it has captured headlines for the last year or two, there are loads of other ways to benefit users with the thoughtful use of AI and ML.” （“重要的是要记住，生成式 AI 并不是 AI 的唯一形式。尽管它在过去一两年里占据了头条新闻，但还有许多其他方法可以通过深思熟虑地使用 AI 和 ML 来使用户受益。”）
Apple Intelligence provides a robust framework for developers to integrate advanced AI and ML capabilities into their applications, enhancing functionality and user experience. For businesses, these technologies translate into numerous advantages, from personalized customer engagement to streamlined operations and data-driven insights. As AI continues to evolve, the potential for innovation and competitive advantage will only grow, making Apple Intelligence a pivotal element in the future of technology and business. （“Apple Intelligence 为开发人员提供了一个强大的框架，可以将高级 AI 和 ML 功能集成到他们的应用程序中，从而增强功能和用户体验。对于企业来说，这些技术转化为许多优势，从个性化的客户互动到简化的运营和数据驱动的洞察力。随着 AI 的不断发展，创新和竞争优势的潜力只会越来越大，这使得 Apple Intelligence 成为未来技术和业务的关键元素。”）
6，Michael Covington迈克尔•卡温顿（Jamf 战略副总裁，Apple 专家）代表性言论：
“Apple has established a reputation for prioritising features that safeguard user privacy and enhance device security.（“Apple 在优先考虑保护用户隐私和增强设备安全性的功能方面享有盛誉。）
“It is exciting to see that commitment carry through to the newly unveiled “Apple Intelligence” capabilities, given how tightly they have been integrated across operating systems and apps.（“很高兴看到这一承诺贯彻到新推出的 Apple Intelligence 功能中，因为它们在操作系统和应用程序之间已经紧密集成。）
“Apple seems to have struck a thoughtful balance between privacy, performance, and feature richness by building Apple Intelligence to utilise on-device processing, while also providing options to augment with cloud-based resources as needed.（“Apple 似乎在隐私、性能和功能丰富性之间取得了深思熟虑的平衡，它构建了 Apple Intelligence 来利用设备端处理，同时还提供了根据需要使用基于云的资源进行增强的选项。）
“Like many previous Apple features, users are empowered to take control of their data. And the integrations between Apple Intelligence and OpenAI are a great example of where clear notifications and user control are likely to enhance the end user experience and encourage broader adoption of these innovative and productivity-enhancing offerings.（“与 Apple 之前的许多功能一样，用户有权控制他们的数据。Apple Intelligence 和 OpenAI 之间的集成就是一个很好的例子，说明清晰的通知和用户控制可能会增强最终用户体验，并鼓励更广泛地采用这些创新和提高生产力的产品。）
“For an initial release, the breadth of Apple Intelligence is impressive. And the benefits it will deliver to the overall Apple experience are already becoming clear. We are likely seeing a new standard emerge for how privacy controls and security safeguards can be achieved with integrated AI.”（“对于初始版本，Apple Intelligence 的广度令人印象深刻。它将为整体 Apple 体验带来的好处已经变得显而易见。我们可能会看到一个新标准出现，说明如何通过集成的 AI 实现隐私控制和安全保障。）
7，Greg Hanson，Informatica（欧洲、中东和非洲北部副总裁）代表性言论：
“With the launch of Apple Intelligence, powerful Gen AI capabilities will be placed in the hands of consumers. It’s set to change the way that users discover and consume data through simple conversational interactions.（“随着 Apple Intelligence 的推出，强大的 Gen AI 功能将交到消费者手中。它旨在改变用户通过简单的对话交互发现和使用数据的方式。”）
“But it’s important to remember that these are still the early green shoots of Gen AI. A lot still needs to be ironed out- users need to be educated on how to best ask questions that generate valuable answers and will want greater transparency about how their personal data will be used to feed and power AI models.（“但重要的是要记住，这些仍然是 Gen AI 的早期萌芽。还有很多问题需要解决——用户需要接受教育，了解如何最好地提出问题以产生有价值的答案，并希望在如何使用他们的个人数据来喂养和驱动 AI 模型方面获得更大的透明度。”）
“Ultimately, there are no shortcuts in AI development. Consumers and regulators will demand transparency, interpretability and ‘explainability’ from AI systems. And developing an application that lives up to the promise of its name, will require holistic, high-quality and well governed data foundations with adequate data access management and privacy controls baked-in.”（“归根结底，AI 开发没有捷径可走。消费者和监管机构将要求 AI 系统具有透明度、可解释性和“可解释性”。开发一个名副其实的应用程序，将需要全面、高质量和治理良好的数据基础，并内置足够的数据访问管理和隐私控制。”）
8，Dr Seun Kolade（谢菲尔德商学院创业与数字化转型教授）：
“Apple Intelligence, the new iteration of the company’s continued investment in AI and machine learning, raises the bar for industry competitors who must now innovate or risk falling behind in a fast-paced AI race. Apple is able to take a significant leap forward in its competitive advantage by integrating AI across its entire product ecosystem for better and more exciting user experience with enhanced AI-driven features like predictive texts, health monitoring, and personalised recommendations, among others. This will strengthen Apple’s customer retention strategy, as well as attract new users.（“Apple Intelligence 首席执行官 Tim Tim 表示，“Apple Intelligence 是公司对 AI 和机器学习持续投资的新版本，为行业竞争对手提高了标准，他们现在必须创新，否则就有可能在快节奏的 AI 竞赛中落后。Apple 通过将 AI 集成到其整个产品生态系统中，通过增强的 AI 驱动功能（如预测文本、健康监测和个性化推荐等）提供更好、更令人兴奋的用户体验，从而在竞争优势方面取得重大飞跃。这将加强 Apple 的客户保留策略，并吸引新用户。”）
“One important source of competitive advantage for Apple is privacy and security, considering that most AI companies and products rely heavily on cloud processing which makes potential users more vulnerable to data breaches. With the new AI integration, Apple offers on-device AI processing, thereby challenging the status quo and redefining industry standards on data security.(“考虑到大多数 AI 公司和产品严重依赖云处理，这使得潜在用户更容易受到数据泄露的影响，Apple 竞争优势的一个重要来源是隐私和安全。通过新的 AI 集成，Apple 提供设备端 AI 处理，从而挑战现状并重新定义数据安全的行业标准。”)
“In doing so, Apple leverages its powerful custom-designed chips, which already feature advanced neural engines specifically designed for AI tasks. In effect, Apple’s on-device AI processing is a prime example of incrementally radical innovation, combining enhancements of existing technologies with new, significant advancements that, in combination, create substantial leaps in functionality and user experience. This development injects a new pace into an AI race that should be ultimately beneficial for the user.”(“在此过程中，Apple 利用了其强大的定制设计芯片，这些芯片已经配备了专为 AI 任务设计的高级神经引擎。实际上，Apple 的设备端 AI 处理是渐进式激进创新的一个典型例子，它将现有技术的增强与新的重大进步相结合，在功能和用户体验方面创造了实质性的飞跃。这一发展为 AI 竞赛注入了新的步伐，最终应该对用户有益。”)
9，Maani Safa, Poppins（首席执行官兼创始人）代表性言论：
“Although Apple has historically struggled with software partnerships (like TomTom and Maps), strategically, partnering with OpenAI makes sense. However, the bigger question is whether Apple will allow this to work the way OpenAI wants it to.（“尽管 Apple 历史上一直在努力建立软件合作伙伴关系（如 TomTom 和 Maps），但从战略上讲，与 OpenAI 合作是有意义的。然而，更大的问题是 Apple 是否会允许它按照 OpenAI 希望的方式工作。”）
“Is it a stopgap until Apple has its own stable offering? Probably, given how many AI businesses Apple has acquired over the last 18 months. Interestingly, it seems roles have reversed: Google is going full in-house with Gemini and Tensor, while Apple is looking to partner. This is a race we haven’t seen before, with Apple perhaps on the backfoot.（“在 Apple 拥有自己的稳定产品之前，这是权宜之计吗？考虑到 Apple 在过去 18 个月中收购了多少 AI 业务，这可能是可能的。有趣的是，角色似乎已经颠倒了：谷歌正在全面内部开发 Gemini 和 Tensor，而苹果正在寻求合作。这是一场我们以前从未见过的比赛，苹果可能处于劣势。”）
“We’re used to seeing Apple lead from the front, but arguably the company’s ‘big swings’ don’t really have the same effect as they once did. The partnership with OpenAI instead enhances areas where they have previously struggled, like Siri, keeping users in the ecosystem.（“我们已经习惯了看到苹果从正面领先，但可以说，该公司的 '动' 并没有真正产生与以前相同的效果。与 OpenAI 的合作反而增强了他们以前苦苦挣扎的领域，例如 Siri，将用户留在生态系统中。”）
“Apple has certainly made it very simple and easy to use and it’s fantastic to see it integrated seamlessly across all of its products. Having said that, instead of leading, this feels like it could be Apple’s attempt to keep pace, but with a user base of over 2 billion devices, it would be foolish to count it out when it comes to AI.”（“Apple 无疑让它变得非常简单易用，看到它无缝集成到其所有产品中真是太棒了。话虽如此，这感觉可能是 Apple 试图跟上步伐，但拥有超过 20 亿台设备的用户群，在 AI 方面将其排除在外是愚蠢的。”）
总体而言，苹果内部和外部专家对于AI智能体的发展传递出极强的信心，但我们认为苹果AI智能体依然在早期阶段，未来有可能成为一个重要的战略性发展方向。
周掌柜自媒体介绍：本订阅号是北京周掌柜战略咨询和欣孚全球化智库的共同分享平台，以“专注产业科技，研究标杆企业，服务战略决策“理念，为读者提供高价值视角的深度内容。周掌柜系科技战略专家，产业研究智囊，多家知名全球化公司战略顾问，英国《金融时报》中文网专栏作家，凤凰网财经首席战略顾问，著有畅销书《战略思维十二讲》《元宇宙大爆炸》等。读者微信号：zhouzhanggui300
