Apple Intelligence
Apple Intelligence is Apple's set of AI features on iPhone, iPad and Mac, including a smarter Siri that can answer questions from the web.
Apple Intelligence is the name for the AI features Apple builds into the iPhone, iPad and Mac. It covers writing tools, summaries, image features and a more capable Siri. Much of it runs on the device itself.
For marketers, the interesting part is Siri and search. When someone asks Siri a question, the answer may come from Apple's own systems or, with the person's permission, from ChatGPT. Either way, people get an AI answer without opening an AI app.
Where the answers come from
Apple reads the web with its own crawler, Applebot. Apple says what Applebot collects powers search features in Siri, Spotlight and Safari, can give context to AI answers in Siri and search, and may help train the models behind Apple Intelligence. Its page about Applebot explains the details.
Siri can also hand a question to ChatGPT. OpenAI's help page on Siri and ChatGPT describes how that works, including that Siri asks first by default.
What you can control
Two names matter in your robots.txt:
- Applebot, which decides whether Apple can read your pages for search and Siri
- Applebot-Extended, which decides whether pages Applebot read may be used to train Apple's models
For example, Harrow & Pine wants to show up when someone asks Siri for oak furniture shops nearby, but doesn't want its pages used for training. It lets Applebot in and blocks Applebot-Extended.
In AnswerOrbit
Siri isn't one of the six platforms we ask, so we don't track its answers. When a question goes to ChatGPT, though, the answer comes from a platform we do track. The Audit tab in Website shows, for each AI bot we know, whether your robots.txt lets it in.