On April 1, 2025, Apple made headlines by officially introducing Korean language support for its artificial intelligence (AI) system, Apple Intelligence, along with the launch of its location tracking service, Find My, in Korea. This significant update comes approximately ten months after the initial unveiling of Apple Intelligence, which has now expanded to support a total of eight languages, including French, German, Italian, Brazilian Portuguese, Spanish, Japanese, and Simplified Chinese.
Apple Intelligence, which was first launched in September 2024, is designed to provide a personalized AI experience across various Apple devices, including the iPhone 16 series, iPhone 15 Pro/Pro Max, and M1-equipped iPads and Macs. With this update, Korean users can now access a range of features that enhance their interaction with Apple devices.
Among the standout features is the writing tool, which allows users to rewrite, correct, and summarize text across multiple applications such as Mail, Messages, Memo, and third-party apps like KakaoTalk and Naver. Users can select from different tones—professional, concise, or friendly—tailoring their writing style to suit the context. Additionally, the tool enables users to provide specific instructions for modifications, making it a versatile asset for both personal and professional communication.
The integration of ChatGPT into Apple Intelligence enhances the capabilities of Siri, Apple's voice assistant. Users can now interact with Siri through typed input, making it easier to communicate in various situations. Siri has improved its contextual understanding, allowing it to respond accurately even when users make ambiguous requests. For instance, if a user says, "Set an alarm for 5, no, set it for 7," Siri can correctly interpret the last request.
Furthermore, Siri can now draw on ChatGPT to answer more complex queries, providing a seamless experience for users who wish to leverage AI for information retrieval. Importantly, users are not required to create a ChatGPT account to access these features, ensuring privacy and security as OpenAI does not store user requests or track personal data.
In addition to writing tools and Siri enhancements, Apple Intelligence also features a 'Cleanup' tool that allows users to erase unwanted elements in photos, and a 'Priority Alerts' function that summarizes important emails and notifications. The 'Smart Reply' feature identifies questions in emails and suggests appropriate responses, further streamlining communication.
On the same day, Apple officially launched its Find My service in Korea, which allows users to track lost devices and personal belongings. This service enables users to locate their Apple devices—such as iPhones, iPads, Macs, and AirTags—on a map and share their location with family and friends. Users can set the duration of location sharing, enhancing connectivity while ensuring privacy.
David Dorn, Apple's Senior Director of Services and Products, expressed enthusiasm for the launch, stating, "Find My is an important tool that allows users to find the location of their most important items, including friends, family, and personal belongings." The service, which has been available in various forms since 2010, combines features for tracking friends and family, precise location searches using ultra-wideband technology, and the ability to switch to lost mode to protect personal information.
Apple's commitment to user privacy is evident in the design of the Find My network, which consists of over one billion devices and uses Bluetooth technology to locate offline devices through nearby Apple devices. All location data is end-to-end encrypted, ensuring that even Apple cannot access it.
However, the launch of Apple Intelligence and Find My in Korea has not been without controversy. Some users have expressed frustration over the delay in the rollout of these features, leading to concerns about potential false advertising. In response, the Seoul YMCA's Civic Mediation Office has requested an investigation into Apple's compliance with advertising laws, while users in the United States have filed a class-action lawsuit against the company for similar reasons.
Despite these challenges, Apple remains focused on expanding its services in Korea. The company plans to implement additional features in the future, including enhanced capabilities for image generation and natural language processing within Apple Intelligence. As Apple continues to innovate and adapt to user needs, the introduction of Korean language support and the Find My service marks a significant step in enhancing the overall user experience for Korean consumers.
Overall, the updates reflect Apple's ongoing efforts to provide personalized and accessible technology for its users worldwide. With the addition of Korean language support and the Find My service, Apple is poised to strengthen its foothold in the Korean market, catering to the diverse needs of its growing customer base.
