Apple’s Visual Intelligence feature impresses in hands-on test

The introduction of Apple’s Visual Intelligence feature for the iPhone 16 represents a significant challenge to Google Lens’s dominance in visual search technology, bringing AI-powered image recognition capabilities to Apple’s ecosystem.

Product Overview: Apple’s Visual Intelligence arrives as part of iOS 18.2, offering two distinct versions based on device compatibility.

• The feature is available exclusively on iPhone 16 series and iPhone 15 Pro models
• iPhone 16 Pro users get an on-device version that combines camera recognition with Google image search
• Other supported devices receive an off-device version powered by ChatGPT

Key Features and Interface: The system operates through an intuitive camera-based interface with dual functionality for searching and asking questions.

• Visual Intelligence is activated through a long press of the Camera Control button
• The interface includes two primary buttons: Search and Ask
• Search functionality automatically displays business information, hours, and reviews when pointing at establishments
• The Ask feature, powered by ChatGPT, provides detailed responses to queries about identified objects

Comparison with Google Lens: Visual Intelligence shows both similarities and distinct advantages over its Google counterpart.

• Both platforms utilize Google as their default search engine
• Visual Intelligence offers more automated responses for business information
• Google Lens provides three dedicated functions: general lens search, translation, and homework help
• Visual Intelligence consolidates multiple functions through ChatGPT integration

Performance Analysis: Real-world testing reveals strengths and weaknesses in both platforms.

• Visual Intelligence excels at automatic business recognition and information display
• Google Lens demonstrates superior accessibility across different devices
• Both services showed occasional inconsistencies in plant identification and specialized searches
• Apple’s integration of ChatGPT provides more comprehensive responses to specific queries

Market Impact and Limitations: While showing promise, Visual Intelligence’s restricted device compatibility presents a significant barrier to widespread adoption.

• The service works only on six iPhone models, compared to Google Lens’s broad device support
• Apple’s implementation of ChatGPT integration offers unique advantages in user interaction
• The feature’s performance suggests potential for future competition with Google Lens

Looking Forward: Apple’s entry into visual search technology marks an important development in the field, though its impact remains constrained by limited device support. With expanded compatibility and continued refinement, Visual Intelligence could emerge as a serious competitor to Google Lens, potentially reshaping the visual search landscape.