Apple Intelligence: A Second Wind for Forgotten Apps

This summer, Apple revealed its eagerly anticipated positioning in the AI race with Apple Intelligence, tagging the upcoming iPhone technology as “AI for the rest of us.” New features like Writing Tools, Type to Siri, Image Playground, and Memory Movies will help iPhone users embrace and integrate artificial intelligence into the flow of their daily lives.

However, one truly transformative platform upgrade, tucked away behind the headline-grabbers, should have product leaders cheering: Siri with App Intents will respond to conversational commands to take action in and across apps, and it will make app actions more discoverable in Spotlight, Notifications, the Shortcuts app, and more.

In addition to driving efficiency and higher engagement with all of your daily-use apps, Apple’s new push to bring AI-powered interactions deeper into our devices should have users reevaluating apps they once perceived as single-use, highly situational, or those that have simply been forgotten amid the iPhone clutter. For low-retention apps once destined to be forgotten, Apple Intelligence features offer multiple opportunities to increase usage.

Caveat: At the time of this article’s publication, Apple had announced continued delays for many of the most compelling-sounding Apple Intelligence features. SVP of Software Engineering Craig Federighi recently shared why the company is taking its time to deploy them safely and responsibly. While certain features integrating ChatGPT and Image Playground, for instance, are currently available to our beta testers, we’ll likely have to wait until early 2025 before fully testing out some of the App Intents features described below (which gives brands and app developers just a bit more runway to strategize and implement the necessary updates).

Today: The Harsh Reality of App Use

According to a recent Upland "App Retention Report," 25% of all apps are used only once in the first six months after downloading. According to a recent FinancesOnline article, 71% of users abandon a downloaded app within the first three months of installation. While this might suggest that users no longer find these apps valuable, the reality is more nuanced.

If I quickly scan my iPhone's App Library, I find a handful of my trusty, everyday apps plus a bunch that I took for a quick spin, labeled as ho-hum, and simply neglected to delete. There's a much larger and intriguing bulk of apps that sit somewhere in the middle – those apps that see sporadic or situational use, so I keep them around because I might use them again. And this is where Apple Intelligence may prove transformative.

For instance, I downloaded several new apps for my summer trip to France. I prepped for my experience using Duolingo (for some reason, I learned how to say, “The cat is under the table.”). I mapped my rail journeys with Trainline. And I leaned on Rick Steves Audio Europe to research must-see French destinations.

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For about a month, I used these apps extensively. Since the flight home, I haven’t opened any of them once. They just don’t fit into my daily routine. A reasonable next step might be to delete them and redownload the same or different apps for my next trip to Europe, whenever that might be. Yet, these apps were impactful enough…meaningful enough… that I want to believe I’ll use them again. With that foundation of emotional loyalty, apps like these can secure more devoted usage…if they’re not forgotten.

Apple Intelligence helps ensure that what might have been a deleted or completely forgotten app becomes merely a resting app, ready to wake at Siri's call.

The Future: Revitalizing Forgotten Apps with Apple Intelligence

We’re swiftly heading into a voice-powered future, and Apple Intelligence will allow users to move beyond swiping through home screens and rummaging through app menus to find a single info-tidbit. Instead, users will interact with their iPhones using voice commands, which will, in turn, search through apps "behind the scenes" to find what's needed and surface the relevant content to users. Apple Intelligence serves as an aggregator, allowing iPhones and iPads to leverage personal context, search broader world knowledge through ChatGPT integration, take actions in and across apps, and provide digestible summaries to users, supercharging Siri’s overall value and helpfulness.

Indulge me in a second example from my trip to France. Booking airfare involved quite a bit of price comparison and app-hopping, but in the end, I booked through Chase. Unfortunately, I completely forgot that detail as my travel date approached, and I had that brief freakout of sifting through my inbox to find the necessary info.

Had Apple Intelligence been available (and, importantly, had Chase configured its App Intents to play nicely with Apple Intelligence), I could have reduced my sudden panic and quickly found the info I needed by simply saying, “Siri, show me the flight details for my trip to Nice.” Behind the scenes, the tech would understand enough about my personal context (searching native Apple systems as well as third party apps) to understand when I'm going to France, how I booked the trip, and then surface or summarize the relevant information back to me.

With the arrival of Apple Intelligence, no app can be genuinely forgotten unless a user decides to delete it from their device. Instead, apps constantly evolve in the background (with App Updates turned on), contributing to the overall usefulness of Apple’s ecosystem. For developers, this creates new opportunities for apps to remind users of their relevance.

For instance, lapsed subscribers who years ago used Evernote for note-taking might be surprised to discover that the app now includes features like document scanning, task management, and integration with other productivity tools. Uber also continues to evolve its app, piloting new ways to make its vehicle-powered services relevant to a user’s day, from SNAP/EBT and Sales Aisle integration into Uber Eats to teen accounts.

As users realize they can not only navigate known services but also discover previously unknown features and services using natural language interactions — in some cases powered by ChatGPT — app developers will rapidly approach a new horizon for user engagement. By automating and simplifying how we access apps, Apple gives third-party apps that serve niche, infrequent, or situational purposes a second chance to shine and re-engage users with updated features and content.

Data Points to AI Features Refreshing Mobile App User Engagement

Recent industry analysis suggests that integrating AI-driven features, including voice interactions, can significantly improve user engagement and retention in mobile apps. According to a study reported by Hackread, apps leveraging analytics tools (which often incorporate AI) see a 63% higher user retention rate and a 25% increase in user engagement.

While specific data on voice-driven AI interactions is limited, the rapid growth of AI in mobile apps, with a projected CAGR of 33.7%, indicates the increasing importance and potential benefits of AI-enhanced user experiences. A recent G2 report reveals a preference for voice search among 71% of users, underscoring the burgeoning trust in voice technology. All of this points to how the incorporation of Apple Intelligence and Siri's advanced app-linking capabilities could potentially create an ideal environment for increased user engagement.

While it’s important to note that Apple Intelligence is still in beta testing and its full capabilities are still being refined, developers can take a crucial step now to harness its full potential. Apps must be rebuilt or reconfigured using App Intents, which enables deeper integrations with Siri.

These upgrades will make apps and their subfeatures more discoverable through voice commands and AI-driven suggestions. For more on how to master App Intents, be sure to watch our video overview with WillowTree’s Andrew Carter.

By facilitating a more seamless, intelligent, and productive experience, Apple Intelligence could help bridge the gap between users and the dormant potential of apps on their devices. For decision-makers currently evaluating underperforming apps, the arrival of Apple Intelligence could redefine user perception, transforming those apps from forgotten to rediscovered to unforgettable.

Contact us to learn more about how mobile apps should be rebuilt or reconfigured in 2025 to take advantage of Apple Intelligence.