Did Apple just kill Grammarly?

Apple Intelligence logo.

If you haven’t seen it, Apple has unveiled its groundbreaking integrated AI suite across all its devices. You can watch the video here and then come back – we’ll wait for you.

Apple Intelligence is made possible thanks to a deal between the electronics giant and OpenAI, the makers of ChatGPT and Dall.E. It promises to flesh out Siri’s capabilities, allow users to create bespoke emojis (Genmoji), and generate movies from your photos and videos. Furthermore, it will include ChatGPT, which will be available across devices at no additional cost to Apple users. It’s all coming as part of iOS 18 at the end of 2024.

The most interesting and helpful feature is Writing Tools. It’s a systemwide assistant that allows AI to sharpen your prose wherever you’re typing. Although we’ve only seen a small demo, this is a game-changer for end users and is set to give the executives at Grammarly a few sleepless nights.

Killer app

We use Grammarly daily at IrvineMedia. It’s a great safety net for catching mistakes in our writing. Whether it’s an email to a client, a blog, or carefully crafted marketing materials, Grammarly is on hand to improve things. Ironically, it’s assisting with this post about its potential demise, as Apple’s Writing Tools is potentially about to make it irrelevant.

Apple uses (copies?) the best of Grammarly. Rewrites, proofreading, suggested edits, etc. are all included, and the text can even be summarised in Tl;Dr format. And it’s going to do all this for free. Not via a subscription or one-off payment… gratis. This is a game-changer.

Microsoft Copilot, which does the same thing, starts at $30 monthly. It will be interesting to see if Microsoft 365 works with Apple’s Writing Tools as a direct competitor. Grammarly does have a free version that covers the basics. It shows mistakes, your current tone of voice, and can generate 100 free AI text prompts. Nonetheless, the premium subscription Apple Writing Tools is gunning for is also $30 per month.

For individuals and enterprises alike, that $30 per month ($25 for businesses) will be the first thing slashed from their cost sheets by the close of 2024. We’ll continue using Grammarly as it’s the best around, and we have yet to test Writing Tools. However, by providing a free alternative, Apple may have killed Grammarly as we know it.

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Beware the AI evangelists


I swear AI evangelists have barely used the products they’re weak at the knees about. I’m not saying machine learning won’t eventually enable artificial intelligence to perform bigger, more complex actions, but right now, they’re extremely limited.

A prominent influencer and business mogul posted a video about the wonders of ChatGPT. They recommended using it for insights into certain industries. These could then be used to build strategies to enter a new market because “Google won’t be able to do that”. So I tried it.

At a glance, they looked decent. The replies covered all bases. But anyone with half a brain and a few seconds to dig a little deeper could see they were safe bet bullet points that provided little to zero insights. And here lies the problem.

Most champions of AI take it at face value. They input a command and are dazzled by the result. *Any* result. Then they tell their followers about it, close their laptops and order another flat white. If it *looks* good enough, it’s good enough.

I’ll leave you with another example. The Beatles’ Abbey Road album cover has gone viral recently because AI has been used to expand the picture to show what the area outside it could look like. Just don’t tell those fawning over the image that Abbey Road exists in real life.

AI is good, but it’s wrong to assume it’s capable of performing miracles.


Our founder, Nathan Irvine, originally created this post on his LinkedIn profile. Edits have been made to provide extra context.

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ChatGPT reimagined as the T-800 from the move Terminator 2: Judgment Day.

ChatGPT is a threat that copywriters need to embrace

ChatGPT is the talk of the town. And rightly so. The sophisticated chatbot from OpenAI can answer internet queries in a way we’ve never seen before.

It can mimic basic human responses to questions in a detail rather than simply throwing up a URL link to your search. It’s so revolutionary, that Microsoft is plunging $10bn worth of investment into OpenAI and forging a long-term partnership. It has the potential to shake up a number of industries – from education to marketing and beyond.

There have been plenty of hot takes spread across the mainstream media since ChatGPT launched in November 2022. The common theme is that writing gigs are doomed. And while there’s a slither of truth in this, it’s not for the reasons you might think.

ChatGPT isn’t going to steal writing jobs by itself. It’s not actively applying for the same roles it finds on LinkedIn or Indeed. But there’s a growing perception that ChatGPT and the like can simply replace employees.


The invaders have landed

Take the entertainment site Buzzfeed for example. The once all-mighty, yet often dubious, business model of fast and engaging content was a license to print money in the early-to-mid 2000s. But back in December ‘22, it was forced to close newsrooms and cut 12 per cent of its employees as traffic and profits began to dwindle. It has since been revealed that Buzzfeed will use ChatGPT to work on part of its content creation – a move that doubled the stock price and no doubt made those at the top of the pile very happy.

Regardless of the moral implications this may have on the wider world, Buzzfeed’s move is savvy. It’s a cost-effective way to generate content and fill the internet one quiz at a time. It’s a decision that is entirely based on making profits and one that will be mimicked en masse. ChatGPT isn’t going away anytime soon.

However, ChatGPT is limited. Its research and factual content are getting better, but it’s sketchy at best. Where a human will double- or triple-check details before pushing something live, ChatGPT will spit out its best guess and the person receiving it is then tasked with the job. And this human touch is what AI can’t replicate.

Technology site CNET is using AI to churn out SEO-friendly content but has recently found that more than half of the articles that made it online were riddled with errors. Again, this is what happens without the due diligence of an experienced writer or editor. Creative copywriters and content creators know this, but convincing those upstairs that a human employee – or employees – are more valuable an asset is an unwinnable battle, especially if the cash is rolling in regardless. So what should we do?

Remote control

Firstly, we need to accept that ChatGPT and the like are here to stay. There’s no point fighting it. Instead, we should embrace this new technology, try to understand it and come up with ways we can use it to our advantage. We’re not advocating for people to just use it to write their copy for them, no, sir. Rather get to know its strengths and weaknesses, and become an expert in handling them.

We can see a future where the preferred skills sections of writing roles will require ChatGPT experience. It’ll sit alongside the likes of proficiency with Microsoft Word or the latest CMS.

Yes, you’re probably more accurate and experienced than ChatGPT. But you’re also unlikely to change the fortunes of a client that’s watching their rivals make bank. Showing a willingness to work with new technology and help them harness its power is how we need to evolve as an industry.

The allure of ChatGPT is tempting, but don’t compromise on quality copy for your business. Fill out the form below or drop an email to to find out how we can help you.


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