David Bridges
“How do you shorten Apple Intelligence?” That’s the query I’ve requested a number of Apple staff at WWDC 2024, and their practiced responses have develop into comically absurd.
“We simply say Apple Intelligence,” they inform me. “Yah, however do you say that each time? The AI acronym is true there!” I’d retort. The same old response is a stiff smile and clenched tooth, like a human programming error in real-time. (Sure, I am conscious it is simply overly aggressive media coaching in motion.) One particular person recommended additionally they say “private intelligence” — sure, a phrase that is longer than Apple Intelligence.
There is no doubt Apple Intelligence means many issues to the corporate. It is an effort to compete with Microsoft’s (nonetheless unproven) Copilot and Google’s Gemini. It is a method to make Apple appear “hip” with ChatGPT. And it ought to allow a slew of recent options for shoppers. However Apple Intelligence isn’t “AI” to Apple.
Usually, I might chalk this as much as a foolish branding quirk. However it turns into an issue as we cowl Apple Intelligence. It is a lengthy phrase that is simply begging to be shortened to “AI,” however then how do you distinguish that abbreviation from ChatGPT, Copilot and the final idea of AI? Throughout the WWDC 2024 keynote, Apple solely talked about the phrase “synthetic intelligence” 3 times: Twice whereas referring to its earlier AI-powered options, and one other whereas referring to “different synthetic intelligence instruments” like ChatGPT.
At this level, I’ve simply determined to name Apple Intelligence “Apple AI.” It is shorter and it differentiates the product from opponents. And sure, it simply means “Apple Apple Intelligence,” however everybody nonetheless says “ATM machine” and “PIN quantity.” It is not my fault Apple determined to co-opt the acronym “AI.”
Catch up right here for all of the information out of Apple’s WWDC 2024.
Brandon Fletcher
