Apple does AI… without saying AI

Apple avoided the AI hype at WWDC keynote

Adrien Book

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If you watched Apple’s WWDC keynote in June 2023, you may have realized the lack of mention of the term “AI” during the presentation. The term was not uttered; not even once. The technology was referred to, of course, but always in the form of “machine learning” — a more subtle and technically accurate description.

This is in complete contrast to what happened recently at events of other Big Tech companies, such as Google I/O or Microsoft Build.

Apple, as it often does, took a different route. Instead of highlighting AI as an omnipotent force in its own right, they only pointed to the features they developed by baking machine learning into its products.

Here’s a list of the Machine Learning / AI features that Apple unveiled:

Improved Auto-correct🤖

An enhanced auto-correct feature, powered by a transformer language model. This Machine learning model improves auto-correction and sentence completion as users type.

Personalized Volume Feature for AirPods🔊

This feature uses machine learning to adapt to environmental conditions and user listening preferences.

Enhanced Smart Stack on watchOS⌚

The Smart Stack (the feature that lets you pin widgets to your home screen) upgrade uses machine learning to display relevant information to users.

Journal App📖

This new app employs on-device Machine Learning to intelligently curate customized journaling prompts based on contacts, photos, music, workouts, location data, and even podcasts.

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Adrien Book

Strategy Consultant | Tech writer | Somewhat French